Learning about users: observation & interviewing
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Transcript of Learning about users: observation & interviewing
Hogeschool van Amsterdam Interactieve Media
Learning about users: observation & interviewing
UCD Hoorcollege blok 1 week 5
Hogeschool van Amsterdam Interactieve Media
Learning goals
By the end of the colleges and reading (UCD reader chapter 2) you should: Understand why interviewing and observing the user is an
essential part of the UCD process Understand some of the ways you can obtain information
on user goals and needs Be aware of the three user observation paradigms Have learned a framework that will help you carry-out user
observation Be in a position to carry out user interviews
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Agenda
Introduction: why bother looking at the user?
Techniques for obtaining user needs and goals
Observing the user
Interviewing the user
General guidelines
Summary
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Users and (new) product development
Products are created to meet the need(s) and goals of a user So logically in order to develop or change a product you need to know the
user’s needs and goals
There are a number of techniques for finding out user goals and needs Some rely on imagination and developing personas and scenarios
These can be useful in the early stages, but they are very unreliable
Other techniques involve the user These can then be used to develop more reliable personas and scenarios
Involving the user can be risky Users cannot always put their needs into words They may even not be conscious of the need
Even so, if well managed, involving the user is rewarding
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Techniques to obtain user needs and goalsTechnique Information that can
be obtainedMajor benefits Major drawbacks
Be the user Tacit knowledge (stilzwijgend kennis)
Impact of trade-offs on functionality for the use
Process knowledge
Depth of knowledgeBelief in identified needs
Difficult to articulate to others
Time / cost
Observe users critically
Tacit knowledgeProcess knowledge
Learn the language of the user
Find unarticulated needs
Difficult to translate into words for others (data collection and use essential here)
Time / cost
Interview users for needs and goals
Large volumes of detail
Context specific needs
SpeedBreadth of information
Interviewer biasInterviewee reactions to interviewer
Poor for process, and unarticulated needs
Adapted from: Rosenau, M.D., et. At, 1996. The PDMA Handbook of New Product Development, New York, NY: John Wiley & Sons Inc., p. 158
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Observing users
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User observation paradigms
Adapted from: Preece, J., Rogers, Y. and Sharp, H., Interaction Design: Beyond Human-Computer Interaction, New York NY: John Wiley & Sons, Inc, 2002, pp. 363 -364
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User observation paradigms
What is it? Advantages Issues
Quick & dirty observation
Simply watching users in their natural environment
Quick and cheap
Useful for initial understanding of needs / problems
Can be done anytime and anywhere
Observer bias
Little or no data capture
Difficult to articulate
Low credibility
Usability testing Observing the user in a controlled environment (usability lab)
Data collection
Credible
Result can be seen by many
Unnatural situation for user
User “bias”
Field studies Planned observation and interviewing of users in their natural environment
Clear goals
More natural for user
Data can be collected and seen by others
Credible
Observer bias
Some risk of user “bias”
Adapted from: Preece, J., Rogers, Y. and Sharp, H., Interaction Design: Beyond Human-Computer Interaction, New York NY: John Wiley & Sons, Inc, 2002, pp. 363 -364
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Data collection techniques
Notes and camera Audio and camera Video
Equipment Paper, pen / pencil and (digital) camera
Audio recorder, microphone, camera
Video camera, editing software
Flexibility Very Quite Needs to be positioned
Completeness of data
Reliant on note taker Can miss visual data Very
Disturbance to users
Low Some people do not like microphones
Can be disturbing, can get in the way
Reliability of data Can be low - depend on experience
Medium - problem in noisy environments
High - dependent on camera operator
Analysis Easy to transcribe - rich descriptions
Good Good
Presentation Strong if audience trusts observers
Strong Very powerful
Adapted from: Preece, J., Rogers, Y. and Sharp, H., Interaction Design: Beyond Human-Computer Interaction, New York NY: John Wiley & Sons, Inc, 2002, pp. 373 - 375
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A framework for field observationWhat?
Space What is the space like? Describe it (indoors / outdoors, public / private, quiet / noisy, calm / busy, etc.)
Actors What are the names and relevant details of the people involved
Activities What (in general) are the actors doing and why?
Objects What physical objects are present? (furniture, PC, papers, remote control, etc.)
Acts What specific acts are the individuals doing?
Events Is what you are observing part of a special event?
Goals What are the actors trying to achieve by carrying out these specific acts?
Feelings What is the mood of the individuals - how are they feeling?
Sayings What are the actors saying?
Adapted from: Preece, J., Rogers, Y. and Sharp, H., Interaction Design: Beyond Human-Computer Interaction, New York NY: John Wiley & Sons, Inc, 2002, p. 368
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Interviewing users
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Stages of interview process
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Identifying candidates
Develop a persona hypothesis by answering these questions: What sort of persons might use this product or have this
problem? What might be their goals and needs? What range of behaviours (gedrag) might these users
have?
This will give you an idea of the type of candidates you should try to find
Note: this may have to be adapted after you begin the interviews
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Example persona hypothesis:A cookbook
Sorts of people Type A: Women with families (very sexist - sorry) Type B: Single men who can’t cook (Me)
Goals and needs Type A: Quick meal for a hungry family, more complex
meal for a dinner party (kids at grandparents) Type B: Easy to follow and shop for, quick, impress a date
Behaviours Type A: Expert(?), adventurous, variety seeking Type B: Amateur, nervous, constant checking
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Planning the interviews
Find suitable candidates based on the persona hypothesis
Identify your goals - what do you want to find out This will help you frame some basic questions and areas
you want to explore You should avoid having a fixed question list beyond the
basics
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Interviewing guidelines (see also reading p.65 - 66)
Think of the interview as a (structured) conversation
Avoid fixed question lists - keep your questions loose Use some basic questions
as a warm-up Use your goals as the basis
of further questions Be ready to explore things
based on what the interviewee says
Do not ask leading questions “Why do you like this
product?” when it is not clear that they do
Focus on the goals the user has not the the tasks they carry-out Not “what do you do?” but
“what do you want to achieve?"
Encourage the interviewee to tell stories “Tell me about your
experiences with this product”
Ask them to show and tell (if possible)
Don’t make them the designer
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Reviewing findings
This should happen between interviews and afterwards
Between interviews Discuss the following questions with your partner
Are you achieving the goals you defined? Is your persona hypothesis good or should it be modified? How should we approach the next interview?
After the interviews With your partner you should
Review all your notes to look for trends and patterns in the answers Compare these with the results of your observations: is there
evidence here that supports or contradicts your interviews?
Write up your own notes for the interviews as the basis for developing personas
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General guidelines
Explain who you are and what your goals are If they do not want to be observed and/or interviewed then
find someone else
Respect the user Ask permission if you photograph
No means no The user is never stupid Listen to what they are saying
Try not to let your personal views colour what they say Ask questions do not give opinions
Don’t get in the way Don’t over-stay your welcome
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Summary
UCD relies on understanding the needs of the end user
This is achieved by observing and interviewing the user
Both user observation and interviewing require planning
To be effective both require an open and respectful approach to the user