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
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
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
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
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
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
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
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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