nondirected interviews

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Nondirected Interviews Mike Rice Informoire.com

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Page 1: Nondirected interviews

Nondirected

Interviews

Mike RiceInformoire.com

Page 2: Nondirected interviews

Empathy

Empathy means to be preoccupied by the

thoughts and feelings of other people,

putting yourself in their place, trying to

think like them.

Neculai Ioan Fantanaru

Page 3: Nondirected interviews

Empathy

“The deepest form of understanding

another person is empathy…[which]

involves a shift from…observing how you

seem on the outside, to…imagining what

it feels like to be you on the inside.”

From the book Difficult Conversations by Douglas Stone, Bruce Patton, and Sheila

Heen of the Harvard Negotiation Project, Chapter 9, “Empathy is a Journey, Not a

Destination,” p. 183.

Page 4: Nondirected interviews

Define task-based audience

segments

• Brainstorm 150-200 distinguishing

behaviors, then consolidate duplicate and

similar (75)

• Group the behaviors by types

• Name the behavior groups

Page 5: Nondirected interviews

Chuck E. Cheese’s

Page 6: Nondirected interviews

Brainstormed behaviors

• Play a game

• Collect tickets

• Choose a prize

• Buy tokens

• Order pizza

• Use the restroom

• Take a photo

• Celebrate a birthday

• Play a game with a companion

• Ride a monster truck

• Play with a friend

• Eat pizza

• Get a soda

• Play by myself

• Have a treat

• Bring home a keepsake

• Check my email

• Keep track of my party

• Be entertained

Page 7: Nondirected interviews

Distinguishing behaviors

• Play a game

• Collect tickets

• Choose a prize

• Buy tokens

• Order pizza

• Use the restroom

• Take a photo

• Celebrate a birthday

• Play a game with a companion

• Ride a monster truck

• Play with a friend

• Eat pizza

• Get a soda

• Play by myself

• Have a treat

• Bring home a keepsake

• Check my email

• Keep track of my party

• Be entertained

Page 8: Nondirected interviews

Group and consolidate behaviors

• Play games

• Play a game with a friend

• Buy tokens

• Win prizes– Collect tickets

– Choose a prize

• Take a photo

• Bring home a keepsake

• Celebrate a birthday

• Use the restroom

• Experience rides– Ride a monster truck

– Ride a roller coaster simulator

• Eat and drink– Order pizza

– Eat pizza

– Get a soda

– Have a treat

• Physical play– Physical play by myself

– Physical play with a friend

• Check my email

• Keep track of my party

• Be entertained

Page 9: Nondirected interviews

Use actors to group behaviors

Parent with

child

Grandparent

with childChild with

friend

Child with

parent

Teen with

friends

Order

pizza

X X X

Get a drink X X X X

Buy tokens X X X

Keep track

of party

X X X

Play game

with friend

X X X X X

Celebrate

a birthday

X X X X

Take a

photo

X X

Keepsake X X X X

Page 10: Nondirected interviews

Narrow your focus

Parent with

child

Grandparent

with childChild with

friend

Child with

parent

Teen with

friends

Order

pizza

X X X

Get a drink X X X X

Buy tokens X X X

Keep track

of party

X X X

Play game

with friend

X X X X X

Celebrate

a birthday

X X X X

Take a

photo

X X

Keepsake X X X X

Page 11: Nondirected interviews

Name the groups – task based

audience segments

• Responsible person

• Adrenaline junkie

• Guest of honor

Page 12: Nondirected interviews

Rules for nondirected interviews

• No words of your own

• Open questions only

• Follow the conversation

Page 13: Nondirected interviews

Words of your own

• “Would you call that a quality control

step?”

• “Oh, it’s like a mobile office!”

• “So, that’s kind of inefficient?”

Use instead:

AMPP: Ask, Mirror, Paraphrase, Prime

Page 14: Nondirected interviews

Closed questions

• “Do you always do that?”

• “Which one is most useful?”

• “Were you trying to get there fast or use less fuel?”

Use instead:

“What were you trying to do?”

“Why did you do that?”

“Tell me more about…”

Page 15: Nondirected interviews

Leading the conversation

• “Let’s talk about that later. You were telling me about…”

• “I’d like to ask you next about…”

Use instead:

Refer to what’s already been said.

Take notes to remind you to return to a subject

Let the subject talk most of the time.

Get contact information. Follow up later.

Page 16: Nondirected interviews

Collect information

1. Recruit participants

2. Non-directive interview

3. Transcript

4. Comb for tasks

Page 17: Nondirected interviews

Create content

Figure 12.9 from Mental Models: Aligning design strategy with human behavior by Indi Young;

Rosenfeld Media, 2008. http://www.rosenfeldmedia.com/books/mental-models/

Page 18: Nondirected interviews

Create a service

Page 19: Nondirected interviews

Mental Models, by Indi Young

Page 20: Nondirected interviews

Observing the User Experience, by

Mike Kuniavsky