Whether you're conducting research for a well established product or service or a startup that hasn't fully penetrated the market yet, you're going to have to talk to past, current and potential customers, so you might as well use that time effectively. You'll learn how to write questions that will keep you on-task and how to get the really interesting data out of someone whether they are a rambler or a quiet one.

1. Conducting User Interviews
Like a Pro
__________
Diane Loviglio
User Experience Researcher
@dianeloviglio
User Research Crash Course Series
April 2011

2. _________________
Introduce yourself and the project.
Start with a get-to-know-you question.
Focus.
Ask open-ended questions.
Ask specific questions.
Be a great listener.
End with a light, but informative question.
Thank them again!
Diane Loviglio - April 2011

3. Introduce yourself and the project,
and let the user ask questions, so they are at ease.
_________________
I wanted to get your reactions to this new website.
I didn’t create these screens, so feel free to give me your honest reaction.
It should only take about 30 minutes.
Any questions before we begin?
We wanted to hear more about how you’ve used our
beta, so I’ll just jump right in.
Diane Loviglio - April 2011

4. Start with a get-to-know-you question,
before jumping in too deep.
_________________
When did you download the app
and how did you first find out about it?
How do you currently keep track of the
money your roommates owe you?
How often did you go out to eat this week?
Diane Loviglio - April 2011

5. Focus,
to get in-depth understanding.
_________________
Why don’t you take photos of food at the table?
Why do you use the web app vs the mobile app?
What websites did you visit today?
What precautions do you take to protect
yourself online?
Diane Loviglio - April 2011

6. Ask open-ended questions,
so you’re not leading them.
_________________
Who, What, Where, When, Why and How
Who else did you go with?
What did you order and why?
When was the last time you split a bill?
How many gift cards did you buy last Christmas?
Would you? Do you think?
Diane Loviglio - April 2011

7. Ask specific questions,
to avoid self-reporting error.
_________________
What was the last time you went out to dinner?
What was the last bill you split with your roommate?
If you ordered prime rib, what do you think the service
would recommend to you?
When was the last time you used a computer that
wasn’t your own?
Diane Loviglio - April 2011

8. Be a great listener,
it’s not about you - it’s all about them.
_________________
Really.
Wow.
Can you tell me more about that?
Why do you think that was the case?
So, you would rather have your bookmarks in the
toolbar instead of in a single tab?
Got it.
I hear ya.
Hmm.
Diane Loviglio - April 2011

9. End with a light, but informative question.
_________________
Would you recommend it to your friends?
Why / Why not?
What are you going to buy with your
$20 Amazon gift card?
Diane Loviglio - April 2011

10. Thank them again,
and reiterate the incentive is in the mail.
_________________
If you don’t have any more questions for me, then I
think we’re all set. Thanks again for your time!
Thanks again, Jon! This has been super helpful.
We really appreciate you taking the time to talk
with us today.
You should receive an email with your gift card within
the next two days. Email me if you don’t.
Diane Loviglio - April 2011

11. Practice.
_________________
Pair up and run through your
interview questions with your partner.
Give each other constructive feedback.
Then we’ll circle back with the group
and discuss findings.
Diane Loviglio - April 2011

12. Thanks.
__________
Diane Loviglio
User Experience Researcher
@dianeloviglio
diane.loviglio@gmail.com
User Research Crash Course Series
April 2011