EPFL, spring 2010 - week 2!data collection - interviewing

overview ➝  candidates ➝ basic methods ➝  interview structure ➝ produce a script ➝ watch ➝ practice run I ➝ practice run II

identifying candidates ➝ what different sorts of people might use this

product? ➝  how might needs and behaviour differ? ➝ what ranges of behaviour and types of

environment need to be explored? ➝  if at all possible, do not use students ➝  If not possible, at least not IT students

preparation ➝  note pad, forms and pens ➝  script/protocol of questions and topics ➝ digital or video camera, voice recorder (check or

replace batteries)‏ ➝  extension cables (if you’re using a laptop)‏ ➝  little gift/reward ➝ being on time ➝  address/telephone numbers

structure of interview ➝  preparation – remind yourself of goals of the interview ➝  arrival – introduction of 2nd person ➝  thank the host ➝  settle down ➝  introduction of what the interview is about, length ➝  inform about anonymity of data, voluntary nature (end at any time) ➝  ask permission for audio (start recording), pictures/video ➝  warm-up, e.g. with demographic data ➝  interview - listen ➝  wrap-up, stop recording (but not listening), pack-up ➝  give a token gift (keep listening) and leave ➝  note down additional comments after recording stopped ➝  debrief between partners discuss observations, note down, highlight

points, amend questions for next

the interview ➝  listen

basic methods ➝  interview where the action happens ➝  avoid a fixed set of questions ➝  focus on goals first, tasks second ➝  avoid making the user a designer ➝  avoid discussions about technology ➝  avoid giving advice (as the expert) ➝  remind people they are not being tested or

evaluated ➝  encourage story telling ➝  ask for a show and tell ➝  avoid leading questions

where the action happens ➝  keep your eyes open ➝ don’t snoop around without permission but if you

see something that might be interesting ask to discuss it (be nosy!)‏

focus on topics, not fixed set of questions

➝  goals – what makes a good day? a bad day? ➝  opportunity – what currently wastes your time? ➝  priortities – what is most important to you? ➝  information – what helps you make decisions? ➝  frequency - what part of the product do you use most? ➝  preference – what do you love/hate about the product/activity? ➝  failure - how do you work around problems? ➝  process – what do you do first? and after that? ➝  occurrence – how often do you do this? ➝  exception – what is typical what is unusual ➝  aspiration – what do you see yourself doing in 5 years ➝  avoidance – what would you prefer not to do/ procratinate on? ➝  motivation - what do you enjoy most about your private lifestyle? What

do you always tackle first?

Cooper 2007

goal oriented questions

system-oriented questions

workflow-oriented questions

attitude-oriented questions

focus on topics, not fixed set of questions

➝  goals – what makes a good day? a bad day? ➝  opportunity – what currently wastes your time? ➝  priortities – what is most important to you? ➝  information – what helps you make decisions? ➝  frequency - what part of the product do you use most? ➝  preference – what do you love/hate about the product/activity? ➝  failure - how do you work around problems? ➝  process – what do you do first? and after that? ➝  occurrence – how often do you do this? ➝  exception – what is typical what is unusual ➝  aspiration – what do you see yourself doing in 5 years ➝  avoidance – what would you prefer not to do/ procratinate on? ➝  motivation - what do you enjoy most about your private lifestyle? What

do you always tackle first?

Cooper 2007

goals first, task second ➝  try to understand the why and how ➝ what motivates the behaviours of individuals in

different roles? ➝  understanding the task is important and needs to

be recorded but tasks will be restructured to better match user goals in the design solution

avoid making the user a designer ➝ guide the interviewee towards examining

problems and away from expressing solutions ➝  if it happens possible transitions are "“What problem would that solve for you?” "“Why would that be a good solution?”

avoid technological discussions ➝ don’t treat them as a programmer or engineer ➝  for technical products steer away from product-

related discussion (allow domain-related discussion)

➝ do not attempt to solve their problems during the interview, observe

➝  to steer away from it: “How would that help you?”

encourage storytelling ➝  how they use an existing product ➝  the different contexts, places, people, occasions ➝ what they think of it ➝ where they go with it ➝  encourage stories that talk about typical cases

and also exceptional ones ➝  encourage to replay a past situation (explaining

the context) in which e.g. the mobile was used to synchronize with someone, observe and take notes, e.g.: "“middle-aged user takes off bifocal glasses, puts them on the table and squints at the small buttons… tries several times to open the last SMS, curses… mumbles…”.

show and tell ➝  ask for a grand tour of artefacts ➝ domain-related ➝ software interfaces ➝ paper systems ➝ work environment

➝ pay attention to how they are described ➝  ask many clarification questions ➝  take pictures/video

show and tell

Renate, 65 Paul, 57 Manfred, 75

Christel, 71 Fillippo, 44

Magali, 15

Olaf, 65

Martine, 55

avoid leading questions ➝ Would feature X help you ➝ You like X, don’t you? ➝ Do you think you’d use X if it were available?

➝  ask for qualifications when people talk not about themselves and but about others e.g. we, everybody, nobody, some people.

don’t worry

➝ people like to talk about themselves ➝  and appreciate listeners

practice runs ➝ produce script ➝  role play ➝ practice runs