how to conduct design research interviews
TRANSCRIPT
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Testing Techniques & Interview Guides
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Why we interview
Right questions for the right answers
Creating interview guides
1
2
3
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Why we interviewAt it’s best, interviews will look for and explore all
the stuff numbers can’t tell you
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There aren’t numbers for everything and that’s the dead simple reason why
qualitative research is important.
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Data can tell us what’s happening, but qualitative research explains why
‘Why’ is a hard question to ask quantitatively
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Data showed that only 4% of people interacted with this area.
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But Why?
“this looks like the weather"
“I’m not sure what
this is”
“I didn’t know you could tap
on this”
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Research helps us understand peoples needs and usability issues,
ultimately showing us what problems we should solve
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Empathy helps us understand
the problems of others.
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What design research interviews are not
Statistically significant
A way to determine purchasing intent
Asking people what they want
Market research
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You can better understand the problem space by not only explaining ‘what’ is
happening with Data but explaining ‘why’ with research insights
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The right questions, the right answersInterview to learn about current
behaviors not attitudes or opinions
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“If I had asked people what they
wanted, they would have said faster
horses”
-Henry Ford
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“If I had asked people what they
wanted, they would have said faster
horses”
-Henry Ford didn’t actually say this
but you should know this quote
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It’s the users job to tell us about their problems,
it’s our job to solve problems
We don’t act a the user’s request, we are acting on their behalf
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Poor questions tell you what you want to hear
Rather than getting real insight into user needs
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“would you use this if…..”
asking hypothetical questions about the future
“so what do you want?”
directly pitching your idea
Here are two types of questions
to avoid but seem intuitive
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…If you ask customers if they think stores
are too cluttered, the answer is a
predictable yes.
“Walmart can’t escape clutter, can you?” New York Times
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What is striking is the wide gap
between what users say they do, and
what they actually do.
“Walmart can’t escape clutter, can you?” New York Times
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What are people’s current behaviors
and why?
Is our product or site usable?
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What are people’s current behaviors
and why?
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1. What are people trying to do?
2. How do they currently do this?
3. What could be a better way to do this?
Interview to learn about current behaviors not attitudes or opinions
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Goals & Motivations:
What are they trying to accomplish?
Do their goals ever change?
What tasks do they need to achieve their goals?
Behaviors:
How do they currently accomplish their goals?
What are their workarounds?
Habits:
What are their natural habits?
Pain Points:
What makes their experience bad or unsuccessful? How often?
What other services handle their pain points better?
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FRAMEWORK FOR INTERVIEWS
TO LEARN ABOUT BEHAVIOR &
PROBLEMS WITHOUT DIRECTLY ASKING FOR SOLUTIONS
2. Can you tell me the last time that happened?
3. Why was that hard?
4. How did you solve that problem?
5. Why was your solution not awesome?
1. What was the hardest part about…?
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Meet Dave, a tech
startup founder looking
for an HR solution
“Knowing the bare minimum of what I had to do”
“When I hired more people and wanted my company to be legit”
“Everything was way too technical, I didn’t understand most of the terms”
“Felt like lawyers were reaming you every second”
“I paid lawyers to help me set it up”
2. Can you tell me the last time that happened?
3. Why was that hard?
4. How did you solve that problem?
5. Why was your solution not awesome?
1. What was the hardest part about…?
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What are people’s current behaviors
and why?
Is our product or site usable?
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Is our product or site usable?
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1 2 3
??
!
+
+
!!
Usability is how someone interacts with a site or product
alert
alert
alert alert
alert
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Observing is just as important as listening during usability testing
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INTERVIEW FRAMEWORK
FOR LEARNING ABOUT MENTAL
MODELS
“where do you go next?” 3. BEFORE EACH STEP ASK..
“what do you expect will happen?”4.…AND THEN ASK
1. SHOW YOUR PRODUCT OR PROTOTYPE
2.GIVE A SAMPLE TASK
5. KEEP AN EYE OUT FOR ANY CONFUSION
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“In 25 years of doing this, in virtually every usability test I’ve
seen, we knew what the top 3 problems were once the final user had left the
session.”
- the 7 deadly sins of user research, David Travis
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Interview GuidesOver 50% of a success of a research interview
happens before you ask the first question.
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How many people should we speak with?
5 - 20 carefully selected people
You’ll start seeing clear patterns after speaking with a few carefully selected people.
But it depends on the project and quality of the test
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1:3
One interviewer should not talk to more than three users
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Always run sessions in pairs
One Interviewer
One Observer
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Always run sessions in pairs
One question asker
One note taker
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Remember your hypothesis
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Choose your hypothesizes carefully
Choose your participants carefully
and what to do next will almost always reveal itself quickly
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Interviews are structured conversations
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Interview Guides, not
scripts
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Lets talk about how to structure your time for 1 hour interviews
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Introductions: 5 minutes
Introduce yourself
Introduce the project
Sign consent forms
Tell them why you’re interviewing people like them
Give them a chance to ask any questions
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Get to know them: 5 minutes
Ask about relevant questions to your project
How long have they paid for cable?
What are their favorite shows?
What’s a typical day like for you?
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Focused questions: 45 minutes
Ask specific questions about needs ,workarounds, and behaviors
Take the user through your site or prototype asking questions along the way
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Wrap Up: 5 minutes
Is there anything we should have asked you but didn’t?
Do you have any questions for us?
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Don’t ask leading questions
Don’t put the answer in the question
Don’t ask people what they want
Don’t ask hypothetical questions
Don’t ask yes or no questions
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👥Interview pairs in pairs
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👤You’re not your user
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⏰Wait 5 seconds before
asking another question
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$One interviewee per three people
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↻Repeat back
what they say
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☻Bring gum
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📷Always be documenting
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(Offer a drink
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🌙Leave time to linger after
the interview
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