how to get more than opinions: ux tips for customer development

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How to get more than opinions Interview techniques and advice Johanna Kollmann - @johannakoll Lean Startup Machine London, 19 January 2013 Photo by NASA Marshall Space Flight Center http://www.flickr.com/photos/28634332@N05/5038531149/

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Latest iteration of this talk as presented at Lean Startup Machine London, 19 Jan 2013

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Page 1: How to get more than opinions: UX tips for customer development

How to get more than opinionsInterview techniques and advice

Johanna Kollmann - @johannakollLean Startup Machine London, 19 January 2013

Photo by NASA Marshall Space Flight Center http://www.flickr.com/photos/28634332@N05/5038531149/

Page 2: How to get more than opinions: UX tips for customer development

Photo by Bottleleaf http://www.flickr.com/photos/bottleleaf/2258627441/

UX helps you to get out of the building

Page 3: How to get more than opinions: UX tips for customer development

(Some) research methods (yeah we have a lot)

Generative

Evaluative

Contextual inquiryMental modelsInterviewsDiary studies

Quantitative Qualitative

Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer

Automated card sortSurveysAutomated studiesAnalyticsA/B TestingMulti-variant testing

SurveysInterviews

Usability testingModerated card sortWizard of Oz

Page 4: How to get more than opinions: UX tips for customer development

Before you leave the building

Page 5: How to get more than opinions: UX tips for customer development

Photo by angelamaphone http://www.flickr.com/photos/angelamaphone/2663422833//

Plan who to talk to where about what and why

Page 6: How to get more than opinions: UX tips for customer development

What topics shall the interview cover?

Buying

food

Preparing

food

Eating out

Dieting

Exercise

Busy

lifestyle

Struggles

Page 7: How to get more than opinions: UX tips for customer development

Prompts rather than set questions

Day-in-a-life (today,

yesterday)

Decide what to eat

Last time on a diet

How active (want vs. do)

Preparing food for oneself

Preparing food for

family/friends

Page 8: How to get more than opinions: UX tips for customer development

Have a ‘softball question’ ready

Please tell me a little bit

about your cooking this week.

Could you tell me about the

last dish you prepared

yourself?

Page 9: How to get more than opinions: UX tips for customer development

Photo by TheeErin: http://www.flickr.com/photos/theeerin/4729019845/

Page 10: How to get more than opinions: UX tips for customer development

Out in the wild

Page 11: How to get more than opinions: UX tips for customer development

Ask open questions – don’t lead

YAY

• Who

• What

• When

Wher

e

• Why

• How

NAY

• Did

• Have

• Are

• Were

• Will

Were you trying to do A or B?

What were you trying to do?

Page 12: How to get more than opinions: UX tips for customer development

Some great all-purpose questions

By Janice Fraser

• Has there ever been a time when you had x

experience?

• Could you tell me about that?

• What was great about that?

• What was awful about that?

• Why did you do that?

• And then, what happened?

• If you had a magic wand, what would you make the

situation be like?

Page 13: How to get more than opinions: UX tips for customer development

How to keep people talking

Help me understand betterCan you tell me the

story about that?

Tell me more…

What else can you tell

me about…

What do you mean by…

Page 14: How to get more than opinions: UX tips for customer development

Echoing and rephrasing

This is confusing...

Confusing...

Yes, confusing. I wasn't sure whether...

Example from ‘Storytelling for User Experience’ by Whitney Quesenbery & Kevin Brooks

Page 15: How to get more than opinions: UX tips for customer development

Photo by Hilde Skjølberg http://www.flickr.com/photos/hebe/3004800079/

Do’s and don’ts

Page 16: How to get more than opinions: UX tips for customer development

DoBe the learner, not the expert

Ask naïve questions

Ask for specific stories

Allow people time to think

Listen!

Take notes or record

Take photos or collect artefacts

Photo by Tomas Hellberg http://www.flickr.com/photos/tomhe/35312882/

Page 17: How to get more than opinions: UX tips for customer development

Don’tBe an interrogator

Ask questions that sound like blame, or argumentative

Ask for solutions

Try to solve problems during the interview

Ask what features people want

Ask people to imagine theoretical situations

Photo by G Meyer http://www.flickr.com/photos/kainet/144703613/

Page 18: How to get more than opinions: UX tips for customer development

Making sense of what you saw and heard

Page 19: How to get more than opinions: UX tips for customer development
Page 20: How to get more than opinions: UX tips for customer development

Photos taken at DesignJam London events by Rachel Winch and falkowata

Page 21: How to get more than opinions: UX tips for customer development

Photo by Ed Stevenson http://www.flickr.com/photos/estevenson/2641282945/

Have fun!

Page 22: How to get more than opinions: UX tips for customer development

Notes from my Leancamp session on this topic http

://johannakoll.posterous.com/ux-research-tips-for-customer-development-not

Mental Models by Indi Young

Storytelling for User Experience by Whitney Quesenbery & Kevin Brooks

Remote Research by Nate Bolt & Tony Tulathimutte

Undercover User Experience by Cennydd Bowles

Designing for the Digital Age by Kim Goodwin

LUXr resources and materials by Janice Fraser (

http://www.slideshare.net/clevergirl/) and Lane Halley (

http://www.slideshare.net/LaneHalley/)

Articles on User Interface Engineering (

http://www.uie.com/browse/usability_testing/)

Resources