User interview workshop

User Interview WorkshopWith

Scot Przybylski and Zoe T Do

Where Interviewing Fits In

Dat

a S

ourc

e

Approach

Attitudinal

Behavioral

Qualitative (direct) Quantitative (indirect)

Eyetracking

Usability Lab Studies

Online UX AssessmentsContextual ObservationUser Interviews

Participatory Design

Focus Groups

Diary StudiesMessage Board MiningCust Feedback Emails

Data Mining

A/B Testing

Intercept Surveys

Email Surveys

Usability Benchmarking

The Value of Interviewing People

Gain insight into your users and understand our goals

Know Your Goals

Knowing your goals informs expectations and priorities and provides focus.

Talking to stakeholders will help define your goals

Know Your Goals

Images of RPW photos

Know Your Goals

Research Planning Workshop

The goals of a Research Planning Workshop are to define

1. What We Already Know (Think We Know)2. Who our Audience is3. What questions we want to answer. E.G. what do we want to know about our

audience?4. Why - how will knowing the answers to these questions help the business.

What value will asking these questions provide.

Know Your Goals

Assumption and Experiments Workshop.

The goals of an Assumptions and Experiments workshop are to:

1. Extract all the information within the domain2. Organize the information3. Focus on the bits that matter4. Prompt incremental decision making5. Decide what the nature of the outcome you’re looking for, is not for details6. To not create the answers yourself

Know Your Goals

Creating A Research Brief

A good research brief has a well structured outline

1. Purpose: a document to serve as an outline for our research2. Value Proposition3. Goals 4. Audience/Participants5. Methodology6. Schedule7. Associated Research Costs

1 Your Protocol or Script

Your Interview Script

Things to consider when creating your interview script.

1. 8 main questions and or topics in a 1 hour interview (practice makes perfect)2. Ice-breaker questions or observations help set the mood and build rapport3. Keeping it short allows time for follow-up and probing deeper4. Limiting questions provides focus and prioritization5. Number the questions - this will help set pace and make sure you covered

everything6. Craft your question to get people to tell a story. E.G. “tell me about…”


Things to avoid when creating your interview script.

1. Too many question for the time available2. Questions not related to reaching goals, no focus3. Don’t talk too much about yourself4. Be aware of your body language5. Problems with how questions are phrased


This list represents specific types questions to avoid when creating your script.

1. Leading 2. Double-Barreled3. Too broad or vague4. Mutually exclusive options5. Limited response options6. Caution with predictions


Other important considerations when creating the questions in your script.

1. Avoid polarized words like always and never.2. Use of adjectives.3. “Likert” scales. EX: 1-5, 1 is best, 5 is worst


Proof (catch spelling and grammar errors)

Preflight (practice, practice, practice)

2 Recruiting & Scheduling

Recruiting & Scheduling


Ethn.io

Google Forms

Survey Monkey

Type Form

Surveygizmo


Social Media

Friends and Family

Existing customer databases

Forums

Guerilla

Professional recruiting agency

usertesting.com


Ethni.io

Pow Wow

Google Cal

3 Preparation

Preparation

Team Roles

No. of people

Streaming

NDAs and informed consent

Preparation

Hardware

Software

Hard copies

Paper and Pens

Preparation

Confirm interviews

Social Graces

Don’t forget to hit record

Don’t be afraid to leave

Travel as a team to arrive on time and leave on time

4 Let’s Practice

Let’s Practice

There is a dot on your name tag. They indicate what role you will be playing in this exercise. You should be in a group with

different colors than your own.

Participant Moderator Note Taker

Writing Questions

6 MinutesAs a team, create 4 questions that will validate or challenge the goals of this project.

The Interview

8 Minutes

5 Sharing is Caring and Q&A

Resources: Interviewing Users, Steve Portigal

The Ethnographer's Toolkit Series, Margaret D. LeCompte and Jean J. Schensul

Just Enough Research, Erika Hall

Thank You@scotprzybylski, @TDcreate

User interview workshop

Design

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