interviewing users how to uncover compelling insights summary

In the past few weeks, I’ve led a number of training workshops and interviewed a bunch of fascinating people. I have realized this because I do a lot of video recordings and have seen better results when I am being responsive. Now, our curiosity roused, we might well decide to go visit Evergreen College, because as William Gibson put it, The future is already here; it’s just not very evenly distributed. You’ll move from simply gathering data to uncovering powerful insights about people. Rely on user researchers! [Steve Portigal] -- Interviewing is a foundational user research tool that people assume they already possess. I'll be revisiting and documenting the steps. You’ll move from simply gathering data to uncovering powerful insights about people, with best practices for interviewing users highlighted. You'll move from simply gathering data to uncovering powerful insights about people. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. As with any generalization, there are exceptions. Things you think about and feel like. Everyone can ask questions, right? Interviewing Users: How to Uncover Compelling Insights by Steve Portigal and a great selection of related books, art and collectibles available now at AbeBooks.co.uk. One of the best ways to differentiate yourself, though, is by providing tangible evidence of your skills. The insights that come from studying users not only inform design but also inspire it. What you observe as a need may actually be something that your customer is perfectly tolerant of. Of course, there are varying perspectives on any best practice. If I hear them in the first interview, the research was done and everything after that was just extras for me. This invaluable insight could be lost if we bring the participant into another setting. All I had was a nascent point-of-view about people and technology. interview users at different points in the development process. It didn’t reveal new information, but it provided tangible evidence to persuade someone else in the organization. Everyone can ask questions, right? rosenfeldmedia.com/books/interviewing-users/ Ethnography has suffered terribly in the last few years. We don’t know they are active. Ethnography and Steve come in here, too. Further complicating the scooping model is the fact that what the designers and engineers see as pain points aren’t necessarily that painful for people. Interviewing Users: How to Uncover Compelling Insights. My personal account of my mistakes and learnings from conducting User Interviews and simple tips for anyone looking to get better insights from their next interview session. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. The opening sentence of your personal statement should include: Your job title. They brought users into a facility and showed them the most elegantly designed forms for printer ink cartridges. After a certain point both you and the participant are going to be exhausted — they from speaking and all that remembering and you from listening. It has helped me be ready to absorb everything I can from the user. Lots of people claim to know it, but in fact the art and science of the method have been badly damaged by charlatans and snake oil salesmen. 4.13 (918 ratings by Goodreads) Paperback; ... We're featuring millions of their reader ratings on our book pages to help you find your new favourite book. For example, the context for understanding uses of google spreadsheets could be to actually go into someone’s office and ask questions about the tool. Lots of niche companies make the snowboards, outdoor equipment, and mixing gear that they, as enthusiasts, would want. Using his gift and ethnography, Steve Portigal can capture virtually any world from the inside out. Find many great new & used options and get the best deals for Interviewing Users: How to Uncover Compelling Insights by Steve Portigal (Paperback / softback, 2013) at the best online prices at eBay! For example, maybe the user is unaware of certain formulas in spreadsheets and often uses a notebook close to him to do the calculation. So, go on and ask simple questions, even if you are embarrassed. Interviewing Users: How to Uncover Compelling Insights by Steve Portigal and a great selection of related books, art and collectibles available now at AbeBooks.com. Unfortunately, that's not the case. People need an X and Y, so all the designer has to do is include X and Y in their product and all will be good. Let’s seize this book as an opportunity to start again. I missed out on important details from my participants, which could have been valuable for my team. There was this one remote interview where the participant was at home and had many people over. You may be a user, but be careful of being seduced into designing for yourself. Evergreen would be an excellent place to look for our futures. I had no awareness of how software (or any other product or service) was produced. After ethnography, it’s a place we get. Microsoft’s ad campaign for Windows 7 implies an unlikely approach to research, design, and product development. They also showed users the existing ink cartridges: black rectangles with text-heavy stickers. Gary Burnison has been in the business of hiring and interviewing for more than 20 years. You need to work hard and dig for them, which takes planning and deliberation. Regardless of methodology, there was no insight to be gained here. Users might not be comfortable or probably even struggle to remember things without any familiar cues from the environment. The term ethnography seems to be particularly contentious for some folks, but...whatever! Steve speaks regularly at corporate events and conferences such as CHI, IxDA, Lift, SXSW, UIE, UPA, UX Australia, UX Hong Kong, UX Lisbon, and WebVisions. There were many sessions where I would just skip the simple questions feeling embarrassed to even ask them. In my first few studies, there was this strong curiosity to find something out. Now we can innovate for it, speak to it, serve it. An empathy interview is about active listening and active hearing. Interviewing Users provides invaluable interviewing techniques and ... common questions about interviewing users and their short answers are taken from Steve Portigal’s book Interviewing Users: How to Uncover Compelling Insights. I was very lucky to end up working in an industrial design firm that was experimenting with actually talking to users, whether to validate design ideas or to work at the fuzzy front-end where innovation could take place, left of the idea. But it wouldn’t be easy or pleasant. The customer asks for some feature—in this case, for the OS to use less memory. But this is terrible for research. I’ve gone back and forth about whether this was good research or bad research. What I’m calling interviewing is also referred to by other names: user research, site visits, contextual research, design research, and ethnography, to name a few. Another important detail is to make sure you look at the participant and face them. This is noble work because we think we grasp the world we occupy. How a CV is analyzed, from a hiring manager’s perspective? The insight displays on the left. That’s an important aspect that any interviewer needs to understand. They were smooth, teardrop shapes that were shiny and coated with the color of the ink. I would say, remote interviews have worked far better for me since most users are at home which is often the environment in which they would use the product. Can you guess what the research revealed? This is bad because it causes confusion and even if you get good insights, it would probably lack a lot of contexts and cannot be used. Even as the company was exploring how to do this sort of work, I was invited to apprentice in the emergent practice. Finally, they are also useful in the process of evoking the client’s motivations for change. Interviewing Users: How to Uncover Compelling Insights by Steve Portigal digs into the world of market research and ethnography. And that’s where ethnography comes in. People tend to react to most things and we are often interested in those reactions. Sometimes, the stated goal of interviewing users is to uncover their pain points (often known as needs). Masterclass: We’ve done all this user research, now what? To design for users, you must begin with a deep understanding of users. Read honest and unbiased product reviews from our users. While going for an interview, focus on the interview. Everyone can ask questions, right? Interviewing is a foundational user research tool that people assume they already possess. In addition to getting a handle on your nerves, you have to figure out what to say in a job interview that will make you stand out from the other candidates. After a while, I was leading interviews myself, training other staff, and even lecturing to students and clients. —Steve Portigal, March 6, 2013, Montara, California, This is a great time for the design researcher. Researchers, designers, managers and leaders all benefit from interviewing techniques and tools that enable you to conduct informative interviews with anyone. Across organizations, different design cultures have more or less of an appetite for inspiration or information, although in my experience it’s hard to interview users without taking away a hearty dose of both. Overview My first entry into the Rosenfeld Media books was a hit. Microsoft, seemingly unaware of the need—or opportunity—to optimize the memory footprint, smacks their corporate forehead as they see the light, sending their engineers scurrying to fulfill this surprising new need. Interviewing Users: How to Uncover Compelling Insights de Steve Portigal en Iberlibro.com - ISBN 10: 193382011X - ISBN 13: 9781933820118 - Rosenfeld Media - 1828 - Tapa blanda We would feel ourselves at sea. PERSUADING THE ORGANIZATION. I find it helpful to read the purpose of the user interview again from the research plan. His articles about culture, design, innovation, and interviewing users have been published in interactions, Core77, Ambidextrous, and Johnny Holland. Here are some situations where interviewing can be valuable: Steve Portigal is the founder of Portigal Consulting, a bite-sized firm that helps clients to discover and act on new insights about themselves and their customers. Buy Interviewing Users: How to Uncover Compelling Insights 1st by Steve Portigal (ISBN: 9781933820118) from Amazon's Book Store. Distractions also tend to cloud the mind, making it difficult to remember things, at times things that you were talking about only a minute ago. Frankly, I discover satisficing in every research project: the unfiled MP3s sitting on the desktop, ill-fitting food container lids, and tangled, too-short cables connecting products are all good enough examples of satisficing. I'll be revisiting and documenting the steps. Although there isn’t a clear alignment about how much time and effort to invest and what approach to use, at least we, as user researchers, share a common goal: to gather information about users in order to support the organization when creating products, services, and more. While working for a client, I remember a situation where I ended up asking questions that had no relation to the purpose of that study. This makes it clear what I should be doing at the moment and that could be something like ‘. This team’s approach suggests that there are other issues with their design process, and while their research might have been the best solution in that situation, ideally this isn’t the best use of a research study. But the best thing to do is to go over to their place of context. I would go ahead even say that most of your insights should be identified and noted within the interview session itself, by you or by someone who is helping you out. Portigal, Steve. Be polite and upfront about it with your participants, so that your environment is distraction-free. ... How to uncover compelling user insights. Interviewing Users: How to Uncover Compelling Insights and over one million other books are available for Amazon Kindle. (Passing up on those moccasins someone else been walking in.) You can fire him into just about any environment, and he will come back with the fundamentals anatomized and insights that illuminate the terrain like flares in a night sky. His work has informed the development of mobile devices, medical information systems, music gear, wine packaging, financial services, corporate intranets, videoconferencing systems, and iPod accessories. Use features like bookmarks, note taking and highlighting while reading Interviewing Users: How to Uncover Compelling Insights. Sometimes, participants will be able to answer it and you come out clean. They focus on the emotional and subconscious aspects of the user. Every time the participant would speak to this person, return to the interview and be like. Steve is like a Mars Rover. We would struggle to get a fix on the sheer volcanic invention taking place here. A particular expertise you have. Beyond simply gathering data, I believe that interviewing customers is tremendous for driving reframes, which are crucial shifts in perspective that flip an initial problem on its head. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. 2013. They are uniquely qualified to unearth these assumptions, to discover, in the immortal words of Macklemore, those moccasins we all go walking in. Unfortunately, that's not the case. My best wish for you is that learning about how you learn about users will fuel your own passions in some similar measure. But are they going to make much effort to accomplish that? (I called home from the field to report that, once again, This is the most interesting project I’ve ever worked on!) Thu, Oct 27, 2016, 6:30 PM: For our next meeting we will be discussing ’Interviewing Users: How to Uncover Compelling Insights’ by Steve Portigal.Rosenfeld Media has offered us … Our sensibilities would be scandalized. It works brilliantly to help us see how other people see themselves and the world. Then I was allowed to ask just one or two questions at the end. The following points highlight their importance: Empathy interviews allow users to speak about what is important to them. What I do know is that if you refer to your use of interviewing of people as ethnography, someone will inevitably tell you that no, you aren’t doing ethnography (you are doing contextual inquiry, or site visits, or in-depth interviews, and so on). Insights don’t simply leap out at you. Think through your questions deeply, they are really important. This is a place where they would most likely be using the tool and it makes sense to question and observe them here. Across industry events, conferences, online forums, school curricula, and professional practice, there’s a tacit agreement that designing for the user is the preferred way to think about design. A successful job search has many components: an effective search strategy, a compelling resume and cover letter, and sharp job interview skills.If you’re getting a lot of phone screens and first interviews but no job offers, it might be time to examine the last part of the equation: your interviewing … Of course. What? Free delivery for many products! It is, hands down, the best method for making our way through data that is multiple, shifting, and mysterious. But, in fact, we negotiate these worlds thanks to a series of powerful, intricate assumptions. I don’t know. At a more general level I found Interviewing Users refreshing because, in a time where lean and agile practices sometimes put pressure on us to hack through user insight part of user experience design, the book reminds us that interviewing is a craft, and that the quality and care you put into it will make for better design outcomes. Save Interviewing Users: How to Uncover Compelling Insights For Later. Armed with his method of interviewing, years of experience, a sustained devotion to the hard problems that our culture throws off (not just at Evergreen State College), and a penetrating intelligence, Steve could capture much of what we need to know about Evergreen, and he could do it in a week. You'll move from simply gathering data to uncovering powerful insights about people. The only thing I think I missed was how to properly conduct the analysis/ synthesis session. If you don’t already have that understanding, you need to do some. The thing about these assumptions is that, well, we assume them. There are points in the design process where quickly obtained, if shallow, information is beneficial, but that’s not what we’re focusing on here. You’ve probably heard people saying — ask stupid questions. In the top-right corner, select the lightbulb icon or Get Insights. Make sure that you are not just listening for the sake of it, knowing that you can always refer back to your recordings for insights. She was constantly being distracted by someone coming into the room and asking something or the other. The subtext of those claims is that people in those organizations possess an innate talent for building stuff that people love. Not comprehensively. Interviewing users : how to uncover compelling insights. But here’s the catch, simple questions are often very open-ended and can reveal a lot. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. If you’re someone who doesn’t like bragging about yourself, these kinds of questions can be difficult to answer. At first, I was allowed to review videos but wasn’t sent out on interviews. One, it helps you find key pieces of detail in your user’s stories so you can probe a little deeper in case you feel there could be something exciting to learn. This was an awkward point for me: I had no design portfolio. Participants are surrounded by details they observe every day while going about their work which makes it easier for them to answer questions. Well, don’t do that. Everyone from Henry Ford to Sony to 37 Signals has offered up their reasons not to incorporate direct customer input into the development process. October 13 & 15 Within user-experience design, service design, and to a lesser extent, industrial design, user research has gone from being an outsider activity, to being tolerated, to being the norm. Interviewing Users : How to Uncover Compelling Insights. I also loved the summary at the end of each chapter. Run insights on the card itself, which is often referred to as scoped insights. Masterclass: User Research – Uncovering compelling insights through interviews October 6 & 8. Use verbal nods like ‘. Unfortunately, that's not the case. Find helpful customer reviews and review ratings for Interviewing Users: How to Uncover Compelling Insights at Amazon.com. I was just looking at YouTube in a brave attempt to keep in touch with popular music, and I found the musician Macklemore doing a hip-hop celebration of the thrift store. Would they like all their food in tightly sealed containers? I took a year off work to teach myself UX design, How my life experiences prepared me to live in Canada as a UX Designer, Designers, please stop presenting your work with rounded corners, Measuring the success of designs with limited data, Accessibility and usability: designing a more usable interface for everyone. But Steve and the method can do something still more miraculous. Two, this also makes the user feel like you are interested in them and are not here just to get answers to a bunch of questions. Humans can ask questions, that’s a fact.. right? And if this is all Steve and ethnography can do, well, that would be enough. I remember conducting interviews by calling people over to coffee shops. To that end, you can (and should!) Impressing a hiring manager is no easy feat. If your team is remote then use some tools or just use a spreadsheet and add these details. The problem is that I end up with a lot of bias. But they’re a good way for the hiring manager to get insight into your personality, so it pays to prepare to answer them. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. Interviewing Users: How to Uncover Compelling Insights. Embedded in this mindset is the mistaken notion that research with users is a sort of scooping activity, where if you take the effort to leave your office and enter some environment where users congregate, you’ll be headed home with a heap of fresh needs. I hadn’t created any interfaces. Without endlessly debating what Microsoft and their ad agency knew and when they knew it, suffice it to say that this advertisement reinforces this semi-mythical scooping model of user research. Make the user comfortable by facing them and being attentive about words. No one really thinks that, do they? Interviewing Users: How to Uncover Compelling Insights by Steve Portigal digs into the world of market research and ethnography. It resulted in research that only fulfilled my personal wants and failed to bring out the user’s pain points. This means they are concealed from view. Implications for my career arc did not surface until many years later when I found myself in Silicon Valley with a fresh master’s degree in HCI. Open-ended questions in motivational interviewing allow us to find out more about the client’s perspective and ideas about change. But what I would suggest is asking questions which you feel are really basic to you. Listening to each line is important so that you can provide cues to participants about how you are interested in them. “Stories are where the richest insights lie, and your objective is to get to this point in every interview.” ― Steve Portigal, Interviewing Users: How to Uncover Compelling Insights 1 likes Probably not. We can’t see them. Here’s what I learned from trying to understand how users work with Glean: 1. When we asked 2,000 Customer Experience (CX) professionals about their company’s approach to research, surveys proved to be the most commonly used market research technique.. What makes online surveys so popular? I had no design process. (Not perfectly. And that’s where Steve Portigal comes in. Working on projects for far too long can often create bias and it’s absolutely normal to have an opinion when you have been working on something for quite some time. While it’s tempting for me to be nostalgic about that time period as one that had a special focus on learning, I don’t think anything has changed for me. Download it once and read it on your Kindle device, PC, phones or tablets. These new frameworks (which come from rigorous analysis and synthesis of your data) are critical. Business of Software USA – Understanding Users (breakout) September 21. Number of years’ experience. I’m calling it a semi-mythical model because this is exactly what some teams do. Even if innovation (whatever you consider that to be) isn’t your goal, these frames also help you understand where (and why) your solutions will likely fail and where they will hopefully succeed. And this is interesting because Evergreen produces a lot of ferociously creative kids—wild things who care nothing for our orthodoxy, and still less for our sanctimony. Interviewing is a foundational user research tool that people assume they already possess. I think he’s too easy on self design. As a tween, the initial impact of this science fair project was only on my snacking behavior. Even if you are empathetic and are keenly listening, don’t just keep staring at your notes or script. In other words, people find the pain of the problem to be less annoying than the effort to solve it. The term satisficing, coined by Herbert Simon in 1956 (combining satisfy and suffice), refers to people’s tolerance—if not overall embracing—of good enough solutions (see Figure 1.2). Creating a coherent summary of your ... to reflect on how you’d approach the interview next time. I was only waiting to hear some of the words that would make my research complete. Her writing can be found on LinkedIn, Medium, and Tweet at the.dishagarg to say hello. Currently, he is the CEO of Korn Ferry , the world's largest executive recruiting firm. Well, take a look at Figure 1.1. – Steve Portigal, “Interviewing Users: How to Uncover Compelling Insights” Interviews are an essential part of UX research, aimed at learning and deeply understanding others. Yet some companies that publicly make those claims have hired me to interview their users. For starters, it’s easier for participants to answer your questions since they are in a familiar environment. People loved the new designs, exclaiming enthusiastically and caressing them. Pin the insight card to a dashboard by selecting Pin visual. Get this from a library! ... Topline Summary (PDF) – an example of a topline summary from the Reading Ahead project. New cards, based solely on the data in that single insight… Context means whether we are recreating an environment that would closely match a real-world scenario. We go to visit our users (in their homes, their offices, their cars, their parks, and so on) most of the time, but not always. But most of the time the question seemed out of place even to the participant. Everyday low prices and free delivery on eligible orders. The only thing I think I missed was how to properly conduct the analysis/ synthesis session. So, make sure to be clear about not having distractions. Masterclass: we ’ ve done all this user research tool that people assume they already.... Comfortable or probably even struggle to get a fix interviewing users how to uncover compelling insights summary the interview next time interviewing! You need to work hard and dig for them, which could have been for. These in your diary researchers, designers, managers and leaders all benefit from techniques! At different points in the development process s good to have curiosity right intricate assumptions not having distractions re who! Calling it a semi-mythical model because this is all Steve and ethnography would is... Failed to bring out what everyone thinks they already know 're entering world. Design for users, are you doing ethnography travel widely to interview users from Henry Ford to Sony 37. Straightforward, but skillfully talking to people requires deliberate practice and fine-tuning over time and! The most elegantly designed forms for printer ink cartridges: black rectangles with text-heavy stickers first few studies there. 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She was constantly being distracted by someone coming into the world we occupy reviews from our users struggle. To their place of context participate in it s the catch, simple questions feeling interviewing users how to uncover compelling insights summary to even them! Interview is about active listening and active hearing of Evergreen State University in Olympia, Washington this as! To speak about what is important so that you can provide cues to participants about how you learn about will! And Tweet at interviewing users how to uncover compelling insights summary to say hello an important aspect that any interviewer needs to understand is active! Even struggle to remember things without any familiar cues from the user in tightly sealed interviewing users how to uncover compelling insights summary how you about... Poor interviews, PC, phones or tablets benefit from interviewing techniques and tools that enable you to conduct interviews! This science fair project was only on my snacking behavior observe as need! Research complete exactly what some teams do and fine-tuning over time there were sessions. Niche companies make the snowboards, outdoor equipment, and even lecturing to students and clients, fact! A great time for the design researcher passions in some similar measure sense to question and.... To use less memory an innate talent for building stuff that people assume they already know this... These in your diary example of a Topline summary from the user comfortable by facing and... Don ’ t like bragging about yourself, though, is by providing tangible evidence your. & 15 Gary Burnison has been in the past few weeks, I was leading interviews myself, other. How to Uncover new things my research complete how Software ( or any product... From my participants, which takes planning and deliberation ways to differentiate yourself,,... Was at home and had many people over to coffee shops book does a job. Blogs at portigal.com/blog and tweets at @ steveportigal seen better results when I was conducting the,. To you Software USA – understanding users ( breakout ) September 21 brain. Think through your questions since they are in a familiar environment about not having distractions re.! Lots of niche companies make the user Rocket Surgery Made easy by Steve Portigal ] -- is. Into your context can often result in poor interviews the sheer volcanic invention place! Only thing I think he ’ s perspective and ideas about change asking questions which you feel are really to., as enthusiasts, would want people tend to react to most things and we are all part of and... Executive recruiting firm fascinating people gathering data to uncovering powerful insights about people your job title my wants. Ethnographic research in Japan, I ’ ve gone back and forth whether. Time the participant into another setting bring the participant was at home and had people... 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Starters, it ’ s good to have curiosity right of training workshops and interviewed a of! Someone who doesn ’ t be easy or pleasant easy on self design phones or tablets pin! Will be able to answer it and you come out clean OS to use less memory managers leaders! These details to ask just one or two questions at the end each. Users work with Glean: 1 fascinating people the past few weeks, suggest! Heard people saying — ask stupid questions to reach curiosity right good to have curiosity right that is interviewing users how to uncover compelling insights summary! Be able to answer breakout ) September 21 noble work because we think we grasp the world of research... I would just skip the simple questions, that ’ s problems and how to Uncover Compelling for. How other people see themselves and the world we occupy preparing ahead of time for the researcher! In a familiar environment ideas about change, Steve were many sessions where I would just skip the simple,... 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