Cover image for Interviewing Users

Book description

Interviewing is a foundational user research tool that people assume they already possess. Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. DEDICATION
  5. HOW TO USE THIS BOOK
    1. Who Should Read This Book?
    2. What’s in This Book?
    3. What Comes with This Book?
  6. FREQUENTLY ASKED QUESTIONS
    1. Why is this even a book? Isn’t this really just talking to people? I already know how to do that!
    2. Why would we bother to talk to our users? We use our products every single day and know exactly what we need to build.
    3. We don’t have time in our development process to interview our users, so what should we do?
    4. Which team members should interview users?
    5. We interviewed users and didn’t learn anything new. How does that happen?
  7. CONTENTS
  8. FOREWORD
  9. INTRODUCTION
  10. CHAPTER 1 The Importance of Interviewing in Design
    1. User Insight in the Design Process
    2. When to Use Interviewing
    3. To Interview Well, One Must Study
    4. The Impact of Interviewing
    5. Summary
  11. CHAPTER 2 A Framework for Interviewing
    1. Check Your Worldview at the Door
      1. The Brain Dump
      2. Make the Interview About the Interview
    2. Embrace How Other People See the World
      1. Go Where the People Are
      2. Be Ready to Ask Questions for Which You Think You Know the Answer
      3. Nip Distractions in the Bud
    3. Building Rapport
      1. Be Selective About Social Graces
      2. Be Selective When Talking About Yourself
      3. Work Toward the Tipping Point
      4. Acknowledge That the Interview Is...Something Unusual
    4. Listening
      1. Listen by Asking Questions
      2. Be Aware of Your Body Language
    5. Summary
  12. CHAPTER 3 Getting Ready to Conduct Your Interviews
    1. Establishing Your Objectives
    2. Finding Participants (aka Recruiting)
    3. Creating the Field Guide
      1. Introduction and Participant Background
      2. The Main Body
      3. Projection/Dream Questions
      4. Wrap Up
      5. Shot List
    4. Scheduling Interviews
      1. Travel
    5. Participant Releases and Non-Disclosure Agreements
    6. Incentives
    7. Summary
  13. CHAPTER 4 More Than Just Asking Questions
    1. Showing and Telling
    2. Bring the Tools
      1. Mapping
      2. Reactions to Concepts
      3. Concept Formats
      4. Reactions to Other Stuff
      5. Homework
    3. Summary
  14. CHAPTER 5 Key Stages of the Interview
    1. But Wait! Before You Head Out: Roles for the Field Team
      1. A Guide to Participating in Fieldwork
      2. Everyone Stays Engaged
    2. Once You Get On-Site
      1. Crossing the Threshold
      2. Restating Objectives
      3. Kick-Off Question
      4. Accept the Awkwardness
      5. The Tipping Point
      6. Reflection and Projection
      7. The Soft Close
    3. Summary
  15. CHAPTER 6 How to Ask Questions
    1. Silence Defeats Awkwardness
    2. Managing the Flow
      1. Version 1
      2. Version 2
    3. Getting to Even More of the Answer
      1. A Palette of Question Types
    4. Managing the Ebb and Flow of the Interview
    5. Embracing Your Participant’s Worldview
      1. Use Their Language
      2. Assume Your Participant Makes Sense
      3. Don’t Make Your Questions Pass/Fail
      4. Don’t Presume They Accept Your Worldview
      5. Don’t Enter Lecture Mode
      6. If You Have to Fix Something, Wait Until the End
    6. Summary
  16. CHAPTER 7 Documenting the Interview
    1. Taking Notes
      1. Typing vs. Writing Your Notes
      2. The Notetaker’s Voice
    2. Audio Recording the Interview
    3. Video Recording the Interview
    4. Photographing the Interview
    5. Sketching the Interview
    6. Debriefing After the Interview
      1. Taking Field Notes
      2. Sharing Field Highlights
    7. Summary
  17. CHAPTER 8 Optimizing the Interview
    1. Troubleshooting Common Interview Problems
      1. When the Participant Is Reticent
      2. When the Participant Isn’t the Right Kind of User
      3. When the Participant Won’t Stop Talking
      4. When You Feel Uncomfortable or Unsafe
    2. Interview Variations and Special Cases
      1. When Your Interview Isn’t Face-to-Face
      2. When Your Interview Is in a Market Research Facility
      3. When Your Interview Is Very Short
      4. The Differences in Interviewing Professionals vs. Consumers
      5. Interviewing Multiple Participants
      6. Using Different Interviewing Techniques at Different Points in the Development Process
    3. Improving as an Interviewer
      1. Practice
      2. Reflect
      3. Critique
      4. And More
    4. Summary
  18. CHAPTER 9 Making an Impact with Your Research
    1. Analyzing and Synthesizing Your Interview Data
      1. Create a Topline Report
      2. Deeply Processing Your Data
    2. Research as a Leadership Activity
      1. Championing the Use of Research in Your Organization
      2. Maximizing Research Impact
    3. Summary
  19. Index
  20. ACKNOWLEDGMENTS
  21. ABOUT THE AUTHOR
  22. Footnotes
    1. Introduction
    2. Chapter 1
    3. Chapter 2
    4. Chapter 3
    5. Chapter 4
    6. Chapter 5
    7. Chapter 6
    8. Chapter 7
    9. Chapter 8
    10. Chapter 9