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To build the right product you need to understand the people who use it. Good interviewing should be one of your core skills—whether 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.
Citation preview
Effective Customer Interviewing
Lean UX NYC, April 11 2014
Adrian Howard (@adrianh) quietstars.com
Hello!
Ask questions
Don't have to copy the slides
Chatham House Rule applies please
“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”
Disclaimer: Eh?
I ♥ feedback
Swear Jar
(obligatory cute animal slide)
Who are you?
Tip: Drink!
?
Stand up
A – B - C
A = SpeakerB = InterviewerC = Observer
Speakers:Shut your eyes
Interviewers:Chat with the speaker about their best restaurant experience.
Observers:Watch what happens. Write observations on post-it notes.
Interviewers:Do not take notes.
2 minutes
Reflection
B = SpeakerC = InterviewerA = Observer
Speakers:Shut your eyes
Interviewers:Chat with the speaker about their best holiday experience.
Interviewers:One more thing.
Interviewers:After the first question – you cannot speak again. Shhhhh!
Observers:Watch what happens. Write observations on post-it notes.
Interviewers:Do not take notes.
2 minutes
Reflection
Tip: Use silence
The opposite of talking isn't listening. The opposite of talking is waiting. - Fran Lebowitz
C = SpeakerA = InterviewerB = Observer
Speakers:Shut your eyes
Interviewers:Chat with the speaker about how they decorate & furnish their home.
Tip:Remember to use silence and body language.
Interviewers:One more thing.
Interviewers:After the first question you can only ask “Can you tell me more about X?”
Interviewers:(where X is something the speaker has previously mentioned).
Observers:Watch what happens. Write observations on post-it notes.
Interviewers:Do not take notes.
4 minutes
Reflection
Tip:Reflect back what the speaker said.
Every clarification breeds new questions.- Arthur Bloch
Relax...
?
Interviews ≠ Quiz
Interviews ≠ Survey
Interviews ≠ Script
Interviews cannotbe automated
Rapport
Empathy
Why do we do interviews?
Learn from customers
Test our assumptions
Test our hypotheses
Finding customers
Recruiters
Hassling people on the street
Tip: Bribes
Tip:Look for bored
people
Coffee shops
Tip:Don't look scary
Go where your customers are
Tip:Go with somebody
Use your organisation
Tip: Sales
Tip: Marketing
Tip: Support
Online
LinkedIn / Twitter / Facebook / Google+
craigslist
Ethnio.net
More Interviewing Tips
Tip: Remember the person.
Can you tell me a little bit about yourself?
Tip: Ask open questions.
What was the last book you read?
What do you like to read?
Tip: Ask for stories.
Can you tell me about the last time...
Tip: No leading questions.
Do you want to use this at work?
Where would you use this?
Exercise time
Today you found a startup!
Exploring exciting new ways to create a
great experience eating out
Helping people have the holiday of their
dreams.
Democratising professional
interior decoration
What do you want to find out?
Identify Topics
Individually write down topics on post-it notes
5m
Group and label them as a team
5m
Write down list
Reflection
Talking to the right people
Screening surveys
Identify attributes of target group
Positive filters
Negative filters
Avoid leading questions
Availability
Contact info
Collecting information
A = SpeakerB = InterviewerC = Observer
Interviewers & Observers:Write down the key points that the speaker says
5m
Tips:- Silence. - Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.
Reflection
Tip:Observations vs insights
Tip:Interview in pairs
B = SpeakerC = InterviewerA = Observer
5m
Tips:- Silence. - Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.
Reflection
C = SpeakerA = InterviewerB = Observer
5m
Tips:- Silence. - Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.
Reflection
Synthesis
Affinity Diagramming(or KJ Method)
Empathy Mapping
Incremental Persona
Further Reading
If you're keen
If you're really keen
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. RedishCh 6 of "Observing the User Experience" by Mike Kuniavsky, Elizabeth Goodman & Andrea Moed Ch 4 of "Contextual Design" by Hugh Beyer and Karen Holtzblatt
@adrianhquietstars.com
slideshare.net/adrianh adrianh@quietstars.com
Thank YouAnd any questions?
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