Using Interviews in Design Research

© 2016 Gemma Petrie. All rights reserved.

Talk & workshop on using interviews as a UX research method. Versions of this talk have been given at the UIC Daley Library as part of the Chicago Library UX series (Jul 2015), the Mozilla All-Hands (Dec 2015), and LACONI Continuing Education at Skokie Library (Jan 2016).

Transcript

1. U S I N G I N T E R V I E W S I N D E S I G N R E S E A R C H | @ G E M M A P E T R I E JULY 2015
2. G E M M A P E T R I E | @ G E M M A P E T R I E Design Researcher & UX Designer University of Illinois MLIS ’11 Senior UX Researcher at Mozilla JULY 2015
3. O V E R V I E W Mozilla Research Planning User Interviews Activity 1 Break Activity 2 | @ G E M M A P E T R I E JULY 2015
4. | @ G E M M A P E T R I E M O Z I L L A JULY 2015
5. O U R M I S S I O N I S T O P R O M O T E O P E N N E S S , I N N O VAT I O N & O P P O R T U N I T Y O N T H E W E B . | @ G E M M A P E T R I E JULY 2015
6. G E T T I N G O U T O F T H E B U B B L E | @ G E M M A P E T R I E JULY 2015
7. T H E R E I S N O P E R F E C T S T U D Y | @ G E M M A P E T R I E JULY 2015
8. R E S E A R C H P L A N N I N G | @ G E M M A P E T R I E JULY 2015
9. | @ G E M M A P E T R I E Identify Scope Define Goals Select Methods R E S E A R C H P L A N N I N G JULY 2015
10. R E S E A R C H S C O P E | @ G E M M A P E T R I E JULY 2015
11. - What are we trying to learn? - What do we already know? - Do we want to generate new ideas, validate existing ideas, or both? - Do we want to test specific products, services, or features? - Who do we want to learn about? - Who are the stakeholders? - Who is the primary audience for the results? | @ G E M M A P E T R I E JULY 2015
12. S TA K E H O L D E R I N T E R V I E W S | @ G E M M A P E T R I E JULY 2015
13. R E S E A R C H G O A L S | @ G E M M A P E T R I E JULY 2015
14. - Can people complete a specific task? - Can people discover important features on their own? - What are the established patterns of behavior for this topic? - What is the context of use? - What “hacks” are people using to achieve their goals in this context? - Are there “gaps” in the experience? - What do people find delightful about their current solutions? - What are their pain points with current solutions? - Are these pain points physical, time-bound, something else? - What can we learn from adjacent experiences? | @ G E M M A P E T R I E JULY 2015
15. M E T H O D S E L E C T I O N | @ G E M M A P E T R I E JULY 2015
16. G E N E R AT I V E Build an understanding of a domain by gathering insights, identifying patterns, and challenging assumptions in order to develop hypotheses. E VA L U AT I V E Test whether the hypothesis (design or strategy) serves its intended purpose. | @ G E M M A P E T R I E JULY 2015
17. G E N E R AT I V E Stakeholder Interviews User Interviews Contextual Inquiry Ethnographic Observation Diary Studies Participatory Design Use Cases/Scenarios Personas Prototyping E VA L U AT I V E Usability Testing A/B Testing Surveys Task Analysis Card Sorting Competitive Analysis Search Log Analysis Feedback Channel Analysis | @ G E M M A P E T R I E JULY 2015
18. E X A M P L E : 
 S E A S I A F I R E F O X U S A G E | @ G E M M A P E T R I E JULY 2015
19. “ H O W C A N W E G R O W O U R M A R K E T S H A R E I N S E A S I A ? ” | @ G E M M A P E T R I E JULY 2015
20. - How do people in SE Asia experience the Internet?
 - What is the context of internet usage?
 - Do people use multiple browsers on a single device?
 - Do people download browsers to their devices or acquire browsers in some other way? 
 - What values are associated with the Internet?
 - What are the most common use cases?
 - What are people unable to accomplish with the Internet today?
 - Are specific work-arounds emerging to accomplish difficult tasks?
 - Why do our market shares differ so greatly between Thailand and Indonesia? | @ G E M M A P E T R I E JULY 2015
21. G E N E R AT I V E E VA L U AT I V E | @ G E M M A P E T R I E Stakeholder Interviews User Interviews Contextual Inquiry Ethnographic Observation Diary Studies Participatory Design Use Cases/Scenarios Personas Prototyping Usability Testing A/B Testing Surveys Task Analysis Card Sorting Competitive Analysis Search Log Analysis Feedback Channel Analysis JULY 2015
22. F I E L D T E A M | @ G E M M A P E T R I E JULY 2015
23. C O N T E X T U A L I N T E R V I E W S | @ G E M M A P E T R I E JULY 2015
24. C O N T E X T U A L I N T E R V I E W S | @ G E M M A P E T R I E S E M I - S T R U C T U R E D Q U E S T I O N S JULY 2015
25. C O N T E X T U A L I N T E R V I E W S | @ G E M M A P E T R I E A C T I V I T I E S JULY 2015
26. | @ G E M M A P E T R I E H O M E T O U R S C O N T E X T U A L I N T E R V I E W S JULY 2015
27. E T H N O G R A P H I C O B S E R VAT I O N | @ G E M M A P E T R I E JULY 2015
28. | @ G E M M A P E T R I E U S E R I N T E R V I E W S JULY 2015
29. I N T E R V I E W B E S T P R A C T I C E S Follow a guide, not a script Be patient Ask why Don’t lead Ask open, not closed questions Use simple words (and very few of them) | @ G E M M A P E T R I E JULY 2015
30. Ask for clarification and examples Dig below preferences Don’t “correct” someone’s experience Pay attention to body language Record and revisit your data | @ G E M M A P E T R I E I N T E R V I E W B E S T P R A C T I C E S JULY 2015
31. P I L O T S E S S I O N S | @ G E M M A P E T R I E JULY 2015
32. Q U E S T I O N S ? | @ G E M M A P E T R I E JULY 2015
33. | @ G E M M A P E T R I E I N T E R V I E W A C T I V I T Y # 1 JULY 2015
34. | @ G E M M A P E T R I E S C E N A R I O Background (fictional)
 The Chicago Symphony Orchestra was founded in 1891 and is regularly named one of the best orchestras in the world. The CSO performs over one hundred concerts each year at the Symphony Center and at the Ravinia Festival. Despite this rich history the CSO has been experiencing a steady decline in their attendance over the last 5 years. The CSO has hired your company, Windy City Insights, to learn how they can improve ticket and membership sales. Interviews (10 min)
 Please divide into groups of 3 (ideally with people you do not know well). • Role 1: Interviewer - Grab a handout of the interview guide. • Role 2: Note Taker - Start the recorder, watch the time, and take notes. • Role 3: Interviewee - Follow their lead! JULY 2015
35. | @ G E M M A P E T R I E I N T E R V I E W E R Interview Guide
 Hi! My name is __________ and this is ___________. We are researchers at Windy City Insights. Thanks for joining us! We are going to ask you a few questions, but I want to assure that this is not a test. There are no right or wrong answers; We are here to learn from you. Do you have any questions before we get started? Tell me about the last performance you went to? Probes: Why did you go? Who did you go with? When did you decide to go? Had you seen a performance like this before? How much did you know about the performers before you went? How did you get tickets? What was the best part of the experience? Why? What was the worst part of the experience? Why? If you could have changed one thing about the experience, what would it be? Why? Etc…. JULY 2015
36. A N A LY S I S | @ G E M M A P E T R I E JULY 2015
37. O R G A N I Z I N G D ATA | @ G E M M A P E T R I E JULY 2015
38. | @ G E M M A P E T R I E Says Thinks Does Feels Direct quotes from the participant. Thoughts, beliefs, and mental models. Actions and behaviors. Attitudes, motivations, and frustrations. JULY 2015
39. A F F I N I T Y D I A G R A M S | @ G E M M A P E T R I E JULY 2015
40. B R E A K | @ G E M M A P E T R I E JULY 2015
41. | @ G E M M A P E T R I E I N T E R V I E W A C T I V I T Y # 2 JULY 2015
42. | @ G E M M A P E T R I E R E A L W O R L D S C E N A R I O Primary Research Goal (10 min)
 Work together to identify a research topic and one or two primary research goals. Interview Guide (20 min)
 Begin to draft an interview guide, including main questions and related probes, that will help you achieve your research goal. Pilot (10 min)
 Try out your interview guide in your group, switching up the roles you had in the first exercise. JULY 2015
43. | @ G E M M A P E T R I E Primary Research Goal (Examples) - Identify established patterns of behavior for this topic - Explore the context of use - Identify the “hacks” people using to achieve their goals - Understand pain points with current solutions Interview Drafting Tips - Make a guide, not a script - Don’t ask leading questions - Ask open, not closed questions - Use simple words (and very few of them) - Ask for examples - Ask why R E M E M B E R … JULY 2015
44. D I S C U S S I O N | @ G E M M A P E T R I E JULY 2015
45. R E S O U R C E S | @ G E M M A P E T R I E JULY 2015
46. D E S I G N I N G F O R T H E D I G I TA L A G E K I M G O O D W I N | @ G E M M A P E T R I E JULY 2015
47. I N T E R V I E W I N G U S E R S S T E V E P O R T I G A L | @ G E M M A P E T R I E JULY 2015
48. C O N V I V I A L T O O L B O X : G E N E R AT I V E R E S E A R C H F O R T H E F R O N T E N D O F D E S I G N L I Z S A N D E R S | @ G E M M A P E T R I E JULY 2015
49. U X B O O K C L U B C H I C A G O M E E T U P S | @ G E M M A P E T R I E H T T P : / / W W W. M E E T U P. C O M / U X C H I C A G O / JULY 2015
50. C H I D U X X M E E T U P S | @ G E M M A P E T R I E H T T P : / / W W W. M E E T U P. C O M / C H I D U X X / JULY 2015
51. T H A N K Y O U ! | @ G E M M A P E T R I E G E M M A P E T R I E @ G M A I L . C O M JULY 2015