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Thi Nguyen – Conducting Insightful User Interview

Lam Thai
July 21, 2019

Thi Nguyen – Conducting Insightful User Interview

Workshops about Conducting an insightful User Interview by Thi Nguyen.
For Design Research Vietnam 2019

Lam Thai

July 21, 2019
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  1. CONDUCTING INSIGHTFUL

    USER INTERVIEWS Thi Nguyen
    [email protected]
    July 2019

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  2. UX, UI, UXR, UXD, PO, PM
    uxmastery.com

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  3. UX
    Peoplevendor, 2019

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  4. AGENDA
    1. When
    2. How
    3. Let’s try
    4. Take-away
    “Thời - Thế - Thử - Thu”
    4T

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  5. 1. WHEN DO WE USE INTERVIEW?

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  6. 1. WHEN
    Tomer Sharon, 2016

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  7. 1. WHEN
    Tomer Sharon, 2016

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  8. 1. WHEN
    POPULAR UX RESEARCH METHODS
    Usability testing
    Interviews
    Heuristic Reviews
    Survey
    Card Sorting
    Focus Groups
    Analyzing Metrics
    Market Research
    45% 90%
    24%
    28%
    39%
    52%
    53%
    75%
    78%
    82%
    UPA biennial survey

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  9. 1. WHEN
    1. UNDERSTANDING
    Deeply studying people, ideally in their context
    2. EXLORING
    Exploring not only their behaviors but also the
    meaning behind those behaviors
    3. SENSE
    Making sense of the data using inference,
    interpretation, analysis, and synthesis
    4. INSIGHTS
    Using those insights to point toward a design,
    service, product, or other solution

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  10. WHAT DO YOU THINK?
    “If I’d asked my customers what they wanted, they’d have said a faster horse.”
    Henry Ford
    Sustainable Evolution

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  11. # SESSION 2
    2. How
    3. Let’s Try
    4. Take Away

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  12. 2. HOW
    Full steps of one UX Research Project

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  13. 2. HOW
    Identify goals
    Identify
    Target
    Users
    Research
    questions Hypotheses Prepare
    Questions
    Recruit
    Target
    Users
    DEPENDS …

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  14. 2. HOW: ACTIVITY – 15 MINS
    Get into groups of 4-5
    Select any topic/app
    Take a moment to DRAFT your RESEARCH PROPOSAL:
    ! Background: current situation, competitor analysis, etc.,
    ! Goals: Business goals/objectives
    ! Target Users: Core, medium, light users (user segmentation)
    ! Research questions: at least 3 questions
    ! Hypothesis: Propose any assumptions to answer research questions

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  15. EXAMPLE – RESEARCH QUESTIONS
    Understanding users by follow “research questions”
    Sooho Choi, 2018

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  16. 2. HOW: FIND RESEARCH
    PARTICIPANTS
    How many?
    Criteria/screening
    How long?
    Set expectations
    How to interview (method)
    ! In-person (IDI, pair, FGD,…)
    ! Street intercept
    ! Remotely video/live stream or phone
    Content of interview

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  17. 2. HOW: STEPS INVOLVED IN
    INTERVIEWS
    Design
    interview
    questions
    Develop an
    interview
    guide
    Plan and
    manage
    logistics
    • WHO you will interview
    • WHAT kind of information
    you want to obtain
    • WHY you want to pursue
    in-depth information
    around your research
    topic
    • Introduction
    • Devise questions
    • A sequence to your
    questions by grouping
    them in themes
    • Can easily move back and
    forth between questions
    • Questions are clear and
    easy to understand
    • Avoid leading questions
    • Other people (interviewer,
    note-taker)
    • Devices

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  18. 2. HOW: BUILDING INTERVIEW
    QUESTIONS
    1. Pick & Choose questions (Sequence, comparison, …)
    2. Have an arsenal of follow-up questions (clarifications)
    3. Build an arc (start slow & relax, then core questions, calm down, wrap-up)
    4. Consider time & priorities
    5. Uncover and fix biased questions
    6. Eliminate bad questions
    Tomer Sharon, 2016

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  19. 2. HOW: TYPE OF QUESTIONS WE
    SHOULD AVOID
    1. Questions about opinions
    2. Questions that speak to “average” behavior
    3. Questions that are too general
    4. Yes/no questions
    5. Quantitative questions

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  20. 2. HOW: ACTIVITY – 15 MINS
    Get into groups of 4-5
    Keep the same topic/app that already selected
    Take a moment to DRAFT your INTERVIEW QUESTIONS:
    ! General: introduction, objective of interview, length of interview, etc.,
    ! Main: App use, behavior, deep-dive questions, wrap-up
    ! Usability (if any): Task assignment/flow test and observation
    ! Closing: Wrap-up, thank you

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  21. EXAMPLE – INTERVIEW QUESTIONS
    Lim Zhiyang, 2018

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  22. EXAMPLE
    Lim Zhiyang, 2018

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  23. EXAMPLE
    Lim Zhiyang, 2018

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  24. 2. HOW: INTERVIEW STRUCTURE
    Start Open-ended Specific “Why?” Closing

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  25. 3. LET’S TRY – 25 MINS

    Take a moment to REVISE your interview brief - plan for 5 minutes
    CONDUCT THE INTERVIEW WITH FOLOW ROLES
    ! Person A: Interviewer
    ! Person B: Note taker
    ! Person C: Interviewee (User)
    ! Person D, E: Observer (Product Owner)

    Interview!
    Observer to give feedback after
    Swap positions, if any

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  26. 3. LET’S TRY
    Have you learn something today?

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  27. 4. TAKE AWAY
    ✓LISTEN BY ASKING QUESTION
    ✓ANSWER QUESTION BY QUESTION
    ✓DO THE PILOT
    ✓COMBINATION WITH OTHER METHODS/TECHNIQUES
    “Interviewing can be used to help identify what could be designed,
    to help refine hypotheses about a possible solution that is being considered,
    or to guide the redesign of an existing product that is already in the
    marketplace” (Steve Portigal, 2013)

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  28. THANK YOU

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