User interview workshop
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This presentation and hands-on workshop will describe the process of conducting user interviews at Pivotal Labs Denver. It’s a way of understanding your users problems, needs and behaviors. It’s not the only way but represents many of the same activities and exercises used within similar companies and agencies.
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User interview workshop
- 1. User Interview Workshop With Scot Przybylski and Zoe T Do
- 2. Where Interviewing Fits In DataSource Approach Attitudinal Behavioral Qualitative (direct) Quantitative (indirect) Eyetracking Usability Lab Studies Online UX Assessments Contextual Observation User Interviews Participatory Design Focus Groups Diary Studies Message Board Mining Cust Feedback Emails Data Mining A/B Testing Intercept Surveys Email Surveys Usability Benchmarking
- 3. The Value of Interviewing People Gain insight into your users and understand our goals
- 4. Know Your Goals Knowing your goals informs expectations and priorities and provides focus. Talking to stakeholders will help define your goals
- 5. Know Your Goals Images of RPW photos
- 6. 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 is 3. 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.
- 7. Know Your Goals Assumption and Experiments Workshop. The goals of an Assumptions and Experiments workshop are to: 1. Extract all the information within the domain 2. Organize the information 3. Focus on the bits that matter 4. Prompt incremental decision making 5. Decide what the nature of the outcome you’re looking for, is not for details 6. To not create the answers yourself
- 9. Creating A Research Brief A good research brief has a well structured outline 1. Purpose: a document to serve as an outline for our research 2. Value Proposition 3. Goals 4. Audience/Participants 5. Methodology 6. Schedule 7. Associated Research Costs
- 10. 1 Your Protocol or Script
- 11. 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 rapport 3. Keeping it short allows time for follow-up and probing deeper 4. Limiting questions provides focus and prioritization 5. Number the questions - this will help set pace and make sure you covered everything 6. Craft your question to get people to tell a story. E.G. “tell me about…”
- 12. Your Interview Script Things to avoid when creating your interview script. 1. Too many question for the time available 2. Questions not related to reaching goals, no focus 3. Don’t talk too much about yourself 4. Be aware of your body language 5. Problems with how questions are phrased
- 13. Your Interview Script This list represents specific types questions to avoid when creating your script. 1. Leading 2. Double-Barreled 3. Too broad or vague 4. Mutually exclusive options 5. Limited response options 6. Caution with predictions
- 14. 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
- 15. Your Interview Script Proof (catch spelling and grammar errors) Preflight (practice, practice, practice)
- 16. 2 Recruiting & Scheduling
- 18. Recruiting & Scheduling Ethn.io Google Forms Survey Monkey Type Form Surveygizmo
- 19. Recruiting & Scheduling Social Media Friends and Family Existing customer databases Forums Guerilla Professional recruiting agency usertesting.com
- 20. Recruiting & Scheduling Ethni.io Pow Wow Google Cal
- 21. 3 Preparation
- 22. Preparation Team Roles No. of people Streaming NDAs and informed consent
- 24. 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
- 25. 4 Let’s Practice
- 26. 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
- 27. Writing Questions 6 Minutes As a team, create 4 questions that will validate or challenge the goals of this project.
- 29. 5 Sharing is Caring and Q&A
- 30. Resources: Interviewing Users, Steve Portigal The Ethnographer's Toolkit Series, Margaret D. LeCompte and Jean J. Schensul Just Enough Research, Erika Hall