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Designing for the Digital Age: How to Create Human-Centered Products and Services by Kim Goodwin

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Chapter 8. Example Interview

Example Interview

Now that we've covered the interview techniques in theory, let's see how they work in practice by dissecting an actual interview for the LocalGuide. This interview includes some good examples of effective technique, and the interviewee is very reflective about her own behavior. However, there's also plenty of room for improvement; in particular, you'll see there are a number of missed opportunities for follow-up.

The interviewers introduce themselves and everyone gets seated. The interview takes place in a very informal meeting room at the interviewee's place of business. It has pillows on the floor and some books scattered around. After a little bit of social chat, the primary interviewer introduces the design problem.

Interview transcript

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Primary Interviewer: We're designing a product called the LocalGuide. It's a device with a screen and GPS capability for people going new places. Something they will be able to pick up there. So, we're doing research into the way people travel, both the planning for the trip, activities during the trip, and activities once you actually get to your destination and how you decide what you're going to do. To start off, how often do you travel during the year, and what proportion is business versus pleasure?

The interviewer could skip the first three sentences, which would distract most interviewees, and focus on what ...

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