Where Interviewing Fits In
Dat
a S
ourc
e
Approach
Attitudinal
Behavioral
Qualitative (direct) Quantitative (indirect)
Eyetracking
Usability Lab Studies
Online UX AssessmentsContextual ObservationUser Interviews
Participatory Design
Focus Groups
Diary StudiesMessage Board MiningCust Feedback Emails
Data Mining
A/B Testing
Intercept Surveys
Email Surveys
Usability Benchmarking
Know Your Goals
Knowing your goals informs expectations and priorities and provides focus.
Talking to stakeholders will help define your goals
Know Your Goals
Research Planning Workshop
The goals of a Research Planning Workshop are to define
1. What We Already Know (Think We Know)2. Who our Audience is3. What questions we want to answer. E.G. what do we want to know about our
audience?4. Why - how will knowing the answers to these questions help the business.
What value will asking these questions provide.
Know Your Goals
Assumption and Experiments Workshop.
The goals of an Assumptions and Experiments workshop are to:
1. Extract all the information within the domain2. Organize the information3. Focus on the bits that matter4. Prompt incremental decision making5. Decide what the nature of the outcome you’re looking for, is not for details6. To not create the answers yourself
Creating A Research Brief
A good research brief has a well structured outline
1. Purpose: a document to serve as an outline for our research2. Value Proposition3. Goals 4. Audience/Participants5. Methodology6. Schedule7. Associated Research Costs
Your Interview Script
Things to consider when creating your interview script.
1. 8 main questions and or topics in a 1 hour interview (practice makes perfect)2. Ice-breaker questions or observations help set the mood and build rapport3. Keeping it short allows time for follow-up and probing deeper4. Limiting questions provides focus and prioritization5. Number the questions - this will help set pace and make sure you covered
everything6. Craft your question to get people to tell a story. E.G. “tell me about…”
Your Interview Script
Things to avoid when creating your interview script.
1. Too many question for the time available2. Questions not related to reaching goals, no focus3. Don’t talk too much about yourself4. Be aware of your body language5. Problems with how questions are phrased
Your Interview Script
This list represents specific types questions to avoid when creating your script.
1. Leading 2. Double-Barreled3. Too broad or vague4. Mutually exclusive options5. Limited response options6. Caution with predictions
Your Interview Script
Other important considerations when creating the questions in your script.
1. Avoid polarized words like always and never.2. Use of adjectives.3. “Likert” scales. EX: 1-5, 1 is best, 5 is worst
Your Interview Script
Proof (catch spelling and grammar errors)
Preflight (practice, practice, practice)
Recruiting & Scheduling
Social Media
Friends and Family
Existing customer databases
Forums
Guerilla
Professional recruiting agency
usertesting.com
Preparation
Confirm interviews
Social Graces
Don’t forget to hit record
Don’t be afraid to leave
Travel as a team to arrive on time and leave on time
Let’s Practice
There is a dot on your name tag. They indicate what role you will be playing in this exercise. You should be in a group with
different colors than your own.
Participant Moderator Note Taker
Writing Questions
6 MinutesAs a team, create 4 questions that will validate or challenge the goals of this project.
Resources: Interviewing Users, Steve Portigal
The Ethnographer's Toolkit Series, Margaret D. LeCompte and Jean J. Schensul
Just Enough Research, Erika Hall
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