10 Insights for Interviewing Users, from Steve Portigal

@33voices

intelligent insights to advance your business and life

Interviewing

Users

The following represents 10 highlights from the interview by @MoeAbdou,

founder & host of 33voices®.

Steve PortigalFounder of Portigal Consulting,

a bite-sized firm that helps clients to discover and act

on new insights about them-selves and their customers.

@StevePortigal

Stream interview Watch videoWatch videoNo.1

To become a truly user centric company,

you must never stop asking:

Stream interview Watch videoWatch videoNo.1

To become a truly user centric company,

you must never stop asking:

Do we still understand the problem we’re trying to solve?

Stream interview Watch videoWatch videoNo.1

To become a truly user centric company,

you must never stop asking:

How is our product doing at addressing that?

Stream interview Watch videoWatch videoNo.2

It’s wise to approach any usability or consumer studies with a beginner’s mind.

let your vision inspire the company,and your humility contribute to its progress.

Stream interview Watch videoWatch videoNo.3

When interviewing users, it’s the context that leads to more targeted insights.

Stream interview Watch videoWatch videoNo.4

When conducting face to face user interviews;

Quality trumps quantity.

8-10 great interviewswill begin to unveil consistent patterns.

Stream interview Watch videoWatch videoNo.4

When conducting face to face user interviews;

Quality trumps quantity.

8-10 great interviewswill begin to unveil consistent patterns.

33voicesSteve Portigal - Quality Trumps Quantity

Stream interview Watch videoWatch videoNo.5

You’ll know when you’ve asked

a great question,because the conversation will just flow.

Stream interview Watch videoWatch videoNo.6

Before engaging deeply in user interviews,

be aware of the confirmation bias. Instead of asking, “do you like this product?” try asking,“What do you think of this?”

Stream interview Watch videoWatch videoNo.7

Smart interviewers create space for stories to emerge. The moment the participant shifts from short answers to stories,

is the tipping point in an interview.

Stream interview Watch videoWatch videoNo.8

Usability studies and consumer insights will always be a work in progress.they trigger small iterations that when acted upon

turn into bigger innovations.

Stream interview Watch videoWatch videoNo.9

To stimulate creativity, every time you learn something new, ask,

“how might we act on this?”

Stream interview Watch videoWatch videoNo.10

Try this question at the end of your interview: “Is there anything we didn’t think to ask

that you want to tell us?”

Really reflect...

What’s the one question that you consistently ask your customers to get useful insights?

Really reflect...

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