Interviewing Workshop, Lean UX NYC 2014
To build the right product you need to understand the people who use it. Good interviewing should be one of your core skillswhether you are a designer, an entrepreneur, a product manager, or an innovator. This class will show you how to get the most from your conversations with customers. In a series of mock interviews you'll learn basic techniques, mistakes to avoid, and lightweight analysis and synthesis techniques that work well in rapidly changing innovative and entrepreneurial environments.
1. Effective Customer Interviewing Lean UX NYC, April 11 2014 Adrian Howard (@adrianh) quietstars.com 2. Hello! 3. Ask questions 4. Don't have to copy the slides 5. Chatham House Rule applies please 6. When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed 7. Disclaimer: Eh? 8. I feedback 9. Swear Jar 10. (obligatory cute animal slide) 11. Who are you? 12. Tip: Drink! 13. ? 14. Stand up 15. A B - C 16. A = Speaker B = Interviewer C = Observer 17. Speakers: Shut your eyes 18. Interviewers: Chat with the speaker about their best restaurant experience. 19. Observers: Watch what happens. Write observations on post-it notes. 20. Interviewers: Do not take notes. 21. 2 minutes 22. Reflection 23. B = Speaker C = Interviewer A = Observer 24. Speakers: Shut your eyes 25. Interviewers: Chat with the speaker about their best holiday experience. 26. Interviewers: One more thing. 27. Interviewers: After the first question you cannot speak again. Shhhhh! 28. Observers: Watch what happens. Write observations on post-it notes. 29. Interviewers: Do not take notes. 30. 2 minutes 31. Reflection 32. Tip: Use silence 33. The opposite of talking isn't listening. The opposite of talking is waiting. - Fran Lebowitz 34. C = Speaker A = Interviewer B = Observer 35. Speakers: Shut your eyes 36. Interviewers: Chat with the speaker about how they decorate & furnish their home. 37. Tip: Remember to use silence and body language. 38. Interviewers: One more thing. 39. Interviewers: After the first question you can only ask Can you tell me more about X? 40. Interviewers: (where X is something the speaker has previously mentioned). 41. Observers: Watch what happens. Write observations on post-it notes. 42. Interviewers: Do not take notes. 43. 4 minutes 44. Reflection 45. Tip: Reflect back what the speaker said. 46. Every clarification breeds new questions. - Arthur Bloch 47. Relax... 48. ? 49. Interviews Quiz 50. Interviews Survey 51. Interviews Script 52. Interviews cannot be automated 53. Rapport 54. Empathy 55. Why do we do interviews? 56. Learn from customers 57. Test our assumptions 58. Test our hypotheses 59. Finding customers 60. Recruiters 61. Hassling people on the street 62. Tip: Bribes 63. Tip:Look for bored people 64. Coffee shops 65. Tip: Don't look scary 66. Go where your customers are 67. Tip: Go with somebody 68. Use your organisation 69. Tip: Sales 70. Tip: Marketing 71. Tip: Support 72. Online 73. LinkedIn / Twitter / Facebook / Google+ 74. craigslist 75. Ethnio.net 76. More Interviewing Tips 77. Tip: Remember the person. 78. Can you tell me a little bit about yourself? 79. Tip: Ask open questions. 80. What was the last book you read? 81. What do you like to read? 82. Tip: Ask for stories. 83. Can you tell me about the last time... 84. Tip: No leading questions. 85. Do you want to use this at work? 86. Where would you use this? 87. Exercise time 88. Today you found a startup! 89. Exploring exciting new ways to create a great experience eating out 90. Helping people have the holiday of their dreams. 91. Democratising professional interior decoration 92. What do you want to find out? 93. Identify Topics 94. Individually write down topics on post-it notes 95. 5m 96. Group and label them as a team 97. 5m 98. Write down list 99. Reflection 100. Talking to the right people 101. Screening surveys 102. Identify attributes of target group 103. Positive filters 104. Negative filters 105. Avoid leading questions 106. Availability 107. Contact info 108. Collecting information 109. A = Speaker B = Interviewer C = Observer 110. Interviewers & Observers: Write down the key points that the speaker says 111. 5m 112. Tips: - Silence. - Reflect back. - Remember the person. - Ask open questions. - Ask for stories. - No leading questions. 113. Reflection 114. Tip: Observations vs insights 115. Tip: Interview in pairs 116. B = Speaker C = Interviewer A = Observer 117. 5m 118. Tips: - Silence. - Reflect back. - Remember the person. - Ask open questions. - Ask for stories. - No leading questions. - Observations vs Insights. 119. Reflection 120. C = Speaker A = Interviewer B = Observer 121. 5m 122. Tips: - Silence. - Reflect back. - Remember the person. - Ask open questions. - Ask for stories. - No leading questions. - Observations vs Insights. 123. Reflection 124. Synthesis 125. Affinity Diagramming (or KJ Method) 126. Empathy Mapping 127. Incremental Persona 128. Further Reading 129. If you're keen 130. If you're really keen 131. 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 132. @adrianhquietstars.comslideshare.net/adrianh firstname.lastname@example.org Thank You And any questions?