ConductingUser Research for Startups

Part 2

@dianeloviglioAugust 2012

What we’ll be learning today

How can I best understand these people?Writing an interview script

- designing exercisesConducting an interview

- taking notes and collecting artifacts

Write an Interview ScriptExplore current app-related attitudes and behaviors among “v2 adopters” in order to identify future opportunities and development possibilities in the app space.

GOAL

METHODS 1 day diary study2 hour in-person interview

Create sections and give them time limits.

SCRIPT Introduction (5 min)- introduce interviewers- get permission again to take video and photos- sign consent form- no right/wrong answers- any q’s before we begin?

About You (5 min)- what do you do?- how long have you lived here?

Diary Study Review (15 min)- walk me through your diary

Ask about past, not future.Finding & Choosing Apps (10 min)- what was the last app you got?- how did you find it?- what if there were 3 that did the same thing, how would you choose?

Get them to tell you stories,and not just answer the q’s.

Show & Tell (30 min)- walk through apps on homescreen on phone and tablet. when get? how find them? why get?- any apps you don’t use? why not delete them?- what are apps good for? bad for?

Write an Interview Script

Reference data from screener and build on it.

App Stores & Paying for Apps (15 min)- in the survey, you said that you use ______ and ______ app stores. why do you use them?- which other apps stores have you heard of?- which apps have you paid for? can you show me them? why did you pay for them?- in the survey, you said that you pay for ______, ______ and ______. how is paying for this different than paying for an app?- if you buy something from the Apple app store today and you change your computer, what happens to your stuff?- how do you keep track of which apps you got from which store?

Give them activities so you have artifacts.

Understanding the App Ecosystem (20 min)- how would you describe apps to somebody who’s never seen them?- can you draw everything we talked about today and how it relates to each other?- what the difference between an app, a website and a program?- show 2 screen printouts - do you see any differences here?- are you familiar with the term web app? can you describe it to me?

Thoughts on [Company X] (5 min)- if [Company X] had an app store, how would you expect it to be different?- [Company X] is a non-profit, would they charge for apps? why or why not? Ask who, what,

when, where, why and how.Wrap Up & Thank You (10 min)

- any questions for us?- thank you so much, we got a lot of great data here.- here’s your incentive.

The Arc of an Interview

Write an interview script

12am

2am

4am

6am

8am

10am

Noon

2pm

4pm

6pm

8pm

10pm

Exercises Tell me what you did yesterday.

Exercises Draw how those relate to one another.

Exercises Sort these cards into groups.

computer

cloud

kitchen tv

xboxbedroom

phone tablet living room

office

programs

apps

Exercises Who are the last 5 people you talked to?

Design two exercises to use in your interview

Conducting an Interview Always record the session. (Flip, phone, Skype, Screenflow etc)

Conducting an InterviewLet them do 90% ofthe talking.

http://www.flickr.com/photos/striatic/133146861/

Conducting an InterviewLeave awkward moments of silence.

Conducting an InterviewTell me more. Tell me more. Tell me more.

Conducting an InterviewBring along another person to take notes.

http://michaelhyatt.com/wp-content/uploads/2009/12/iStock_000005468594Small.jpghttp://michaelhyatt.com/wp-content/uploads/2009/12/iStock_000005468594Small.jpg

Conducting an Interview The participant is always right - don’t correct them.

Conducting an InterviewPilot with someone.

http://abcnews.go.com/images/US/gty_charles_lindbergh_in_plane_1927_ss_thg_120516_ssh.jpg

Take NotesTime stamp fromyour watch or camera.

In quote form -not he said, she said.

Take Notes

Record questions the participant asks you.

Take Notes

Conduct an interviewand take notes

ConductingUser Research for Startups

Part 2

@dianeloviglioAugust 2012