pxs'12 - week 2 interviewing

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EPFL, spring 2012 - week 2 data collection - interviewing

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Page 1: PxS'12 - week 2 interviewing

EPFL, spring 2012 - week 2!data collection - interviewing

Page 2: PxS'12 - week 2 interviewing

overview

➝  candidates ➝ basic methods ➝  interview structure ➝ produce a script ➝ watch ➝ practice run I ➝ practice run II

Page 3: PxS'12 - week 2 interviewing

identifying candidates

➝ what different sorts of people might use this product?

➝  how might needs and behaviour differ? ➝ what ranges of behaviour and types of

environment need to be explored? ➝  if at all possible, do not use students ➝  If not possible, at least not IT students

Page 4: PxS'12 - week 2 interviewing

preparation

➝  note pad, forms and pens ➝  script/protocol of questions and topics ➝ digital or video camera, voice recorder (check or

replace batteries)‏ ➝  extension cables (if you’re using a laptop)‏ ➝  little gift/reward ➝ being on time ➝  address/telephone numbers

Page 5: PxS'12 - week 2 interviewing

structure of interview

➝  preparation – remind yourself of goals of the interview ➝  arrival – introduction of 2nd person ➝  thank the host ➝  settle down ➝  introduction of what the interview is about, length ➝  inform about anonymity of data, voluntary nature (end at any time) ➝  ask permission for audio (start recording), pictures/video ➝  warm-up, e.g. with demographic data ➝  interview - listen ➝  wrap-up, stop recording (but not listening), pack-up ➝  give a token gift (keep listening) and leave ➝  note down additional comments after recording stopped ➝  debrief between partners discuss observations, note down, highlight

points, amend questions for next

Page 6: PxS'12 - week 2 interviewing

the interview

➝  listen ➝  let people talk ➝ watch"

don’t take everything people say at face value note down what you see around you and when being demonstrated something. This might contradict what people are saying.

Page 7: PxS'12 - week 2 interviewing

basic methods

➝  interview where the action happens ➝  avoid a fixed set of questions ➝  focus on goals first, tasks second ➝  avoid making the user a designer ➝  avoid discussions about technology ➝  avoid giving advice (as the expert) ➝  remind people they are not being tested or

evaluated ➝  encourage story telling ➝  ask for a show and tell ➝  avoid leading questions

Page 8: PxS'12 - week 2 interviewing

where the action happens

➝  keep your eyes open ➝ don’t snoop around without permission but if you

see something that might be interesting ask to discuss it (be nosy!)‏

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focus on topics, not fixed set of questions

➝  goals – what makes a good day? a bad day? ➝  opportunity – what currently wastes your time? ➝  priortities – what is most important to you? ➝  information – what helps you make decisions? ➝  frequency - what part of the product do you use most? ➝  preference – what do you love/hate about the product/activity? ➝  failure - how do you work around problems? ➝  process – what do you do first? and after that? ➝  occurrence – how often do you do this? ➝  exception – what is typical what is unusual ➝  aspiration – what do you see yourself doing in 5 years ➝  avoidance – what would you prefer not to do/ procratinate on? ➝  motivation - what do you enjoy most about your private lifestyle? What

do you always tackle first?

Cooper 2007

goal oriented questions

system-oriented questions

workflow-oriented questions

attitude-oriented questions

Page 10: PxS'12 - week 2 interviewing

focus on topics, not fixed set of questions

➝  goals – what makes a good day? a bad day? ➝  opportunity – what currently wastes your time? ➝  priortities – what is most important to you? ➝  information – what helps you make decisions? ➝  frequency - what part of the product do you use most? ➝  preference – what do you love/hate about the product/activity? ➝  failure - how do you work around problems? ➝  process – what do you do first? and after that? ➝  occurrence – how often do you do this? ➝  exception – what is typical what is unusual ➝  aspiration – what do you see yourself doing in 5 years ➝  avoidance – what would you prefer not to do/ procratinate on? ➝  motivation - what do you enjoy most about your private lifestyle? What

do you always tackle first?

Cooper 2007

Page 11: PxS'12 - week 2 interviewing

goals first, task second

➝  try to understand the why and how ➝ what motivates the behaviours of individuals in

different roles? ➝  understanding the task is important and needs to

be recorded but tasks will be restructured to better match user goals in the design solution

Page 12: PxS'12 - week 2 interviewing

avoid making the user a designer

➝ guide the interviewee towards examining problems and away from expressing solutions

➝  if it happens possible transitions are "“What problem would that solve for you?” "“Why would that be a good solution?”

Page 13: PxS'12 - week 2 interviewing

avoid technological discussions

➝ don’t treat them as a programmer or engineer ➝  for technical products steer away from product-

related discussion (allow domain-related discussion)

➝ do not attempt to solve their problems during the interview, observe

➝  to steer away from it: “How would that help you?”

Page 14: PxS'12 - week 2 interviewing

encourage storytelling

➝  how they use an existing product ➝  the different contexts, places, people, occasions ➝ what they think of it ➝ where they go with it ➝  encourage stories that talk about typical cases

and also exceptional ones ➝  encourage to replay a past situation (explaining

the context) in which e.g. the mobile was used to synchronize with someone, observe and take notes, e.g.: ➝  “middle-aged user takes off bifocal glasses, puts them on the

table and squints at the small buttons… tries several times to open the last SMS, curses… mumbles…”

Page 15: PxS'12 - week 2 interviewing

show and tell

➝  ask for a grand tour of artefacts ➝ domain-related ➝ software interfaces ➝ paper systems ➝ work environment

➝ pay attention to how they are described ➝  ask many clarification questions ➝  take pictures/video

Page 16: PxS'12 - week 2 interviewing

show and tell Paul, 57 Renate, 65 Manfred, 75 Olaf, 65

Christel, 71 Magali, 15 Martine, 55 Fillippo, 44

Page 17: PxS'12 - week 2 interviewing

avoid leading questions

➝ Would feature X help you ➝ You like X, don’t you? ➝ Do you think you’d use X if it were available?

➝  ask for qualifications when people talk not about themselves and but about others e.g. we, everybody, nobody, some people.

Page 18: PxS'12 - week 2 interviewing

don’t worry

➝ people like to talk about themselves ➝  and appreciate listeners

Page 19: PxS'12 - week 2 interviewing

practice runs

➝ produce script ➝  role play ➝ practice runs