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Effective Customer Interviewing Lean UX NYC, April 11 2014 Adrian Howard (@adrianh) quietstars.com

Interviewing Workshop, Lean UX NYC 2014

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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.

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Effective Customer Interviewing

Lean UX NYC, April 11 2014

Adrian Howard (@adrianh) quietstars.com

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Hello!

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Ask questions

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Don't have to copy the slides

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Chatham House Rule applies please

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“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”

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Disclaimer: Eh?

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I ♥ feedback

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Swear Jar

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(obligatory cute animal slide)

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Who are you?

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Tip: Drink!

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?

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Stand up

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A – B - C

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A = SpeakerB = InterviewerC = Observer

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Speakers:Shut your eyes

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Interviewers:Chat with the speaker about their best restaurant experience.

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Observers:Watch what happens. Write observations on post-it notes.

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Interviewers:Do not take notes.

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2 minutes

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Reflection

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B = SpeakerC = InterviewerA = Observer

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Speakers:Shut your eyes

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Interviewers:Chat with the speaker about their best holiday experience.

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Interviewers:One more thing.

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Interviewers:After the first question – you cannot speak again. Shhhhh!

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Observers:Watch what happens. Write observations on post-it notes.

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Interviewers:Do not take notes.

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2 minutes

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Reflection

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Tip: Use silence

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The opposite of talking isn't listening. The opposite of talking is waiting. - Fran Lebowitz

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C = SpeakerA = InterviewerB = Observer

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Speakers:Shut your eyes

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Interviewers:Chat with the speaker about how they decorate & furnish their home.

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Tip:Remember to use silence and body language.

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Interviewers:One more thing.

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Interviewers:After the first question you can only ask “Can you tell me more about X?”

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Interviewers:(where X is something the speaker has previously mentioned).

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Observers:Watch what happens. Write observations on post-it notes.

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Interviewers:Do not take notes.

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4 minutes

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Reflection

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Tip:Reflect back what the speaker said.

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Every clarification breeds new questions.- Arthur Bloch

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Relax...

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?

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Interviews ≠ Quiz

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Interviews ≠ Survey

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Interviews ≠ Script

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Interviews cannotbe automated

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Rapport

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Empathy

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Why do we do interviews?

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Learn from customers

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Test our assumptions

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Test our hypotheses

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Finding customers

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Recruiters

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Hassling people on the street

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Tip: Bribes

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Tip:Look for bored

people

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Coffee shops

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Tip:Don't look scary

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Go where your customers are

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Tip:Go with somebody

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Use your organisation

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Tip: Sales

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Tip: Marketing

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Tip: Support

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Online

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LinkedIn / Twitter / Facebook / Google+

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craigslist

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Ethnio.net

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More Interviewing Tips

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Tip: Remember the person.

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Can you tell me a little bit about yourself?

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Tip: Ask open questions.

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What was the last book you read?

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What do you like to read?

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Tip: Ask for stories.

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Can you tell me about the last time...

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Tip: No leading questions.

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Do you want to use this at work?

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Where would you use this?

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Exercise time

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Today you found a startup!

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Exploring exciting new ways to create a

great experience eating out

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Helping people have the holiday of their

dreams.

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Democratising professional

interior decoration

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What do you want to find out?

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Identify Topics

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Individually write down topics on post-it notes

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5m

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Group and label them as a team

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5m

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Write down list

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Reflection

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Talking to the right people

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Screening surveys

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Identify attributes of target group

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Positive filters

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Negative filters

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Avoid leading questions

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Availability

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Contact info

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Collecting information

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A = SpeakerB = InterviewerC = Observer

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Interviewers & Observers:Write down the key points that the speaker says

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5m

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Tips:- Silence. - Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.

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Reflection

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Tip:Observations vs insights

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Tip:Interview in pairs

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B = SpeakerC = InterviewerA = Observer

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5m

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Tips:- Silence. - Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.

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Reflection

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C = SpeakerA = InterviewerB = Observer

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5m

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Tips:- Silence. - Reflect back.- Remember the person.- Ask open questions.- Ask for stories.- No leading questions.- Observations vs Insights.

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Reflection

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Synthesis

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Affinity Diagramming(or KJ Method)

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Empathy Mapping

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Incremental Persona

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Further Reading

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If you're keen

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If you're really keen

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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

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@adrianhquietstars.com

slideshare.net/adrianh [email protected]

Thank YouAnd any questions?