UX techniques for customer development and making sense of qualitative data
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This document provides guidance on conducting early stage customer development interviews to inform user experience design. It emphasizes the importance of getting out of the building to talk to real users, provides tips for planning interviews, asking open-ended questions, being a learner not an expert, and making sense of what is learned. Sample questions are given as well as dos and don'ts for interviews. Quantitative and qualitative user research methods are also briefly outlined.
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UX techniques for customer development and making sense of qualitative data
- 1. It’s hard to understand people Early stage customer development Johanna Kollmann - @johannakoll Lean Startup Machine London, 23 June 2012 Photo by NASA JSC Photo: http://www.flickr.com/photos/nasa_jsc_photo/7257865176
- 2. UX helps you to get out of the building Photo by Bottleleaf http://www.flickr.com/photos/bottleleaf/2258627441/
- 3. (Some) research methods (yeah we have a lot) Quantitative Qualitative Surveys Contextual inquiry Generative Interviews Mental models Interviews Diary studies Automated card sort Usability testing Surveys Moderated card sort Evaluative Automated studies Wizard of Oz Analytics A/B Testing Multi-variant testing Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer
- 4. Before you leave the building
- 5. Plan who to talk to where about what and why Photo by angelamaphone http://www.flickr.com/photos/angelamaphone/2663422833//
- 8. What topics shall the interview cover? Dieting Buying food Exercise Preparing food Eating out Busy lifestyle Struggles
- 9. Prompts rather than set questions Day-in-a-life (today, yesterday) Decide what to eat Last time on a diet How active (want vs. do) Preparing food for oneself Preparing food for family/friends
- 10. Have a ‘softball question’ ready Please tell me a little bit about your cooking this week. Could you tell me about the last dish you prepared yourself?
- 11. Photo by TheeErin: http://www.flickr.com/photos/theeerin/4729019845/
- 12. Out in the wild
- 13. Ask open questions – don’t lead YAY NAY • Who • Did • What • Have • When • Are • Where • Were • Why • Will • How Were you trying to do A or B? What were you trying to do?
- 14. Some great all-purpose questions • Has there ever been a time when you had x experience? • Could you tell me about that? • What was great about that? • What was awful about that? • Why did you do that? • And then, what happened? • If you had a magic wand, what would you make the situation be like? By Janice Fraser
- 15. Do’s and don’ts Photo by Hilde Skjølberg http://www.flickr.com/photos/hebe/3004800079/
- 16. Do Be the learner, not the expert Ask naïve questions Ask for specific stories Allow people time to think Listen! Take notes or record Take photos or collect artefacts Photo by Tomas Hellberg http://www.flickr.com/photos/tomhe/35312882/
- 17. Don’t Be an interrogator Ask questions that sound like blame, or argumentative Ask for solutions Try to solve problems during the interview Ask what features people want Ask people to imagine theoretical situations Photo by G Meyer http://www.flickr.com/photos/kainet/144703613/
- 18. Making sense of what you saw and heard
- 20. Photos taken at DesignJam London events by Rachel Winch and falkowata
- 23. Resources Notes from my Leancamp session on this topic http://johannakoll.posterous.com/ux-research-tips- for-customer-development-not Mental Models by Indi Young Storytelling for User Experience by Whitney Quesenbery & Kevin Brooks Remote Research by Nate Bolt & Tony Tulathimutte Undercover User Experience by Cennydd Bowles Designing for the Digital Age by Kim Goodwin LUXr resources and materials by Janice Fraser (http://www.slideshare.net/clevergirl/) and Lane Halley (http://www.slideshare.net/LaneHalley/) Articles on User Interface Engineering (http://www.uie.com/browse/usability_testing/)
Editor's Notes
- Non-leading interviews allow you to capture what a person is thinking in their terms, with their structure and vocabulary intact. Indi deliberately writes prompts rather than interview questions. Also easier to parse quickly. if you go for a non-directed interview using prompts, make sure everybody in your team has a shared understanding of the intent behind each topic. Janice calls this topic map.
- Non-leading interviews allow you to capture what a person is thinking in their terms, with their structure and vocabulary intact. Indi deliberately writes prompts rather than interview questions. Also easier to parse quickly. if you go for a non-directed interview using prompts, make sure everybody in your team has a shared understanding of the intent behind each topic. Janice calls this topic map.
- begin interviews with a 'softball' question - a question that is simple to answer and puts the participant at ease.
- Be careful with WHY. ‘How did you know that X?’ ‘What were you thinking at the moment when X?’ This does not interrupt the recounting process. So ‘tell me how it was that you came to be looking for this site that day’ does the work of ‘why were you looking... ?If you’ve made people comfortable, Why should be ok.
- Manage expectations
- Map out connections – Rich Picture