Download - Lean UX: Effective Customer Interviewing
Effective Customer InterviewingGeneral Assembly, June 6 2013
Adrian Howard (@adrianh) quietstars.com
Hello!
Eh?
Ask questions
Don't take notes(slideshare.net/adrianh)
Tip: Drink!
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Stand up
A – B - C
A = SpeakerB = InterviewerC = Observer
Speakers:Shut your eyes
Interviewers:Chat with the speaker about their best restaurant experience.
Observers:Watch what happens. Write observations on post-it notes.
Interviewers:Do not take notes.
2 minutes
Reflection
B = SpeakerC = InterviewerA = Observer
Speakers:Shut your eyes
Interviewers:Chat with the speaker about their best holiday experience.
Interviewers:One more thing.
Interviewers:After the first question – you cannot speak again. Shhhhh!
Observers:Watch what happens. Write observations on post-it notes.
Interviewers:Do not take notes.
2 minutes
Reflection
The opposite of talking isn't listening. The opposite of talking is waiting.
- Fran Lebowitz
C = SpeakerA = InterviewerB = Observer
Speakers:Shut your eyes
Interviewers:Chat with the speaker about how they decorate & furnish their home.
Tip:Remember to use silence and body language.
Interviewers:One more thing.
Interviewers:After the first question you can only ask “Can you tell me more about X?”
Interviewers:(where X is something the speaker has previously mentioned).
Observers:Watch what happens. Write observations on post-it notes.
Interviewers:Do not take notes.
4 minutes
Reflection
Tip:Reflect back what the speaker said.
Every clarification breeds new questions.
- Arthur Bloch
Relax...
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Interviews ≠ Quiz
Interviews ≠ Survey
Interviews ≠ Script
Interviews cannotbe automated
Rapport
Empathy
Why do we do interviews?
Learn from customers
Test our assumptions
Test our hypotheses
Finding customers
Recruiters
Hassling people on the street
Tip: Bribes
Coffee shops
Tip:Don't look scary
Go where your customers are
Tip:Go with somebody
Sales
Marketing
Customer Support
Online
craigslist
Ethnio.net
Exercise time
Today you found a startup!
Exploring exciting new ways to create a great experience
eating out
Helping people have the holiday of
their dreams.
Democratising professional
interior decoration
Build Topic Maps
Individually write down topics on post-it notes
2m
Group and label them as a team
5m
Write down list
Interviewing
Tip: Remember the person.
Can you tell me a little bit about yourself?
Tip: Ask open questions.
What was the last book you read?
Can you tell me about the kind of books you read?
Tip: Ask for stories.
Can you tell me about the last time...
Tip: No leading questions.
Do you want to use this at work?
Where do you use this?
A = SpeakerB = InterviewerC = Observer
Interviewers & Observers:Write down the key points that the speaker says
Tip:Observations vs insights
Tips:
- Silence.- Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.
5m
Tips:
- Silence.- Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.
Reflection
B = SpeakerC = InterviewerA = Observer
C = SpeakerA = InterviewerB = Observer
Synthesis
Affinity Diagramming
Further Reading
If you're keen
If you're really keen
Ch 7 of “Mental Models” by Indi Young
Ch 9 & 10 of “User and Task Analysis for Interface Design” by JoAnn T. Hackos, Janice C. Redish
Ch 6 of "Observing the User Experience" by Mike Kuniavsky, Elizabeth Goodman & Andrea Moed
Ch 4 of "Contextual Design" by Hugh Beyer and Karen Holtzblatt