Lean UX: Effective Customer Interviewing

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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. Presented at General Assembly, June 6, 2013.

Design

Effective Customer
Interviewing
General Assembly, June 6 2013
Adrian Howard (@adrianh)
quietstars.com

Don't take notes
(slideshare.net/adrianh)

A = Speaker
B = Interviewer
C = Observer

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

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

B = Speaker
C = Interviewer
A = Observer

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

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

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

C = Speaker
A = Interviewer
B = Observer

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

Tip:
Remember to use
silence and body
language.

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).

Tip:
Reflect back what
the speaker said.

Every clarification breeds new questions.
- Arthur Bloch

Exploring exciting
new ways to create
a great experience
eating out

Helping people
have the holiday of
their dreams.

Democratising
professional
interior decoration

Individually write
down topics on
post-it notes

Can you tell me a
little bit about
yourself?

Can you tell me
about the kind of
books you read?

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

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

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.
Redish
Ch 6 of "Observing the User Experience" by
Mike Kuniavsky, Elizabeth Goodman & Andrea
Moed
Ch 4 of "Contextual Design" by Hugh Beyer and
Karen Holtzblatt

@adrianh
quietstars.com
slideshare.net/adrianh
adrianh@quietstars.com
Thank You

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Lean UX: Effective Customer Interviewing

1. Effective Customer Interviewing General Assembly, June 6 2013 Adrian Howard (@adrianh) quietstars.com

2. Hello!

3. Eh?

4. Ask questions

5. Don't take notes (slideshare.net/adrianh)

6. Tip: Drink!

7. ?

9. Stand up

10.

11. A – B - C

12. A = Speaker B = Interviewer C = Observer

13. Speakers: Shut your eyes

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

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

16. Interviewers: Do not take notes.

17. 2 minutes

18. Reflection

19. B = Speaker C = Interviewer A = Observer

20. Speakers: Shut your eyes

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

22. Interviewers: One more thing.

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

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

25. Interviewers: Do not take notes.

26. 2 minutes

27. Reflection

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

29. C = Speaker A = Interviewer B = Observer

30. Speakers: Shut your eyes

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

32. Tip: Remember to use silence and body language.

33. Interviewers: One more thing.

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

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

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

37. Interviewers: Do not take notes.

38. 4 minutes

39. Reflection

40. Tip: Reflect back what the speaker said.

41. Every clarification breeds new questions. - Arthur Bloch

42. Relax...

43. ?

44. Interviews ≠ Quiz

45. Interviews ≠ Survey

46. Interviews ≠ Script

47. Interviews cannot be automated

48. Rapport

49. Empathy

50. Why do we do interviews?

51. Learn from customers

52. Test our assumptions

53. Test our hypotheses

54. Finding customers

55. Recruiters

56. Hassling people on the street

57. Tip: Bribes

58. Coffee shops

59. Tip: Don't look scary

60. Go where your customers are

61. Tip: Go with somebody

62. Sales

63. Marketing

64. Customer Support

65. Online

66. craigslist

67. Ethnio.net

68. Exercise time

69. Today you found a startup!

70. Exploring exciting new ways to create a great experience eating out

71. Helping people have the holiday of their dreams.

72. Democratising professional interior decoration

73. Build Topic Maps

74. Individually write down topics on post-it notes

75. 2m

76. Group and label them as a team

77. 5m

78. Write down list

79. Interviewing

80. Tip: Remember the person.

81. Can you tell me a little bit about yourself?

82. Tip: Ask open questions.

83. What was the last book you read?

84. Can you tell me about the kind of books you read?

85. Tip: Ask for stories.

86. Can you tell me about the last time...

87. Tip: No leading questions.

88. Do you want to use this at work?

89. Where do you use this?

90. A = Speaker B = Interviewer C = Observer

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

92. Tip: Observations vs insights

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

94. 5m

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

96. Reflection

97. B = Speaker C = Interviewer A = Observer

98. C = Speaker A = Interviewer B = Observer

99. Synthesis

100. Affinity Diagramming

101. Further Reading

102.

103.

104. If you're keen

105.

106.

107. If you're really keen

108. 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. Redish Ch 6 of "Observing the User Experience" by Mike Kuniavsky, Elizabeth Goodman & Andrea Moed Ch 4 of "Contextual Design" by Hugh Beyer and Karen Holtzblatt

109. @adrianh quietstars.com slideshare.net/adrianh adrianh@quietstars.com Thank You

Lean UX: Effective Customer Interviewing

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