– Steve Portigal, “Interviewing Users: How to Uncover Compelling Insights” Interviews are an essential part of UX research, aimed at learning and deeply understanding others. Currently, he is the CEO of Korn Ferry , the world's largest executive recruiting firm. 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. 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. Humans can ask questions, that’s a fact.. right? 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. They also showed users the existing ink cartridges: black rectangles with text-heavy stickers. 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. We can’t see them. So, go on and ask simple questions, even if you are embarrassed. What you observe as a need may actually be something that your customer is perfectly tolerant of. It resulted in research that only fulfilled my personal wants and failed to bring out the user’s pain points. Well, take a look at Figure 1.1. [Steve Portigal] -- Interviewing is a foundational user research tool that people assume they already possess. Surveys ask users a short series of open- or closed-ended questions, which can be delivered as an on-screen questionnaire or via email. 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. Interviewing Users: How to Uncover Compelling Insights Kindle Edition by Steve Portigal (Author) Format: Kindle Edition. But it wouldn’t be easy or pleasant. He blogs at portigal.com/blog and tweets at @steveportigal. We would feel ourselves at sea. The problem is that I end up with a lot of bias. While in office, he can do it right away but it wouldn’t be possible if he was sitting in a research lab. Interviewing users : how to uncover compelling insights. (I called home from the field to report that, once again, This is the most interesting project I’ve ever worked on!) Open-ended questions in motivational interviewing allow us to find out more about the client’s perspective and ideas about change. 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. It didn’t reveal new information, but it provided tangible evidence to persuade someone else in the organization. Unfortunately, that's not the case. “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 After ethnography, it’s a place we get. Be polite and upfront about it with your participants, so that your environment is distraction-free. Impressing a hiring manager is no easy feat. October 13 & 15 This invaluable insight could be lost if we bring the participant into another setting. An empathy interview is about active listening and active hearing. I remember conducting interviews by calling people over to coffee shops. 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. I had no design process. This exercise is essential as it allows your brain to be free from your opinions and go to an interview with an open mind. In the top-right corner, select the lightbulb icon or Get Insights. The only thing I think I missed was how to properly conduct the analysis/ synthesis session. You’ve probably heard people saying — ask stupid questions. Save Interviewing Users: How to Uncover Compelling Insights For Later. Using his gift and ethnography, Steve Portigal can capture virtually any world from the inside out. 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. 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 … For starters, it’s easier for participants to answer your questions since they are in a familiar environment. A particular expertise you have. Masterclass: User Research – Uncovering compelling insights through interviews October 6 & 8. If your team is remote then use some tools or just use a spreadsheet and add these details. 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? Our sensibilities would be scandalized. But what I would suggest is asking questions which you feel are really basic to you. 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. So, make sure to be clear about not having distractions. I have realized this because I do a lot of video recordings and have seen better results when I am being responsive. We would struggle to get a fix on the sheer volcanic invention taking place here. To design for users, you must begin with a deep understanding of users. 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. Interviewing Users: How to Uncover Compelling Insights by Steve Portigal digs into the world of market research and ethnography. 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. Even if you are empathetic and are keenly listening, don’t just keep staring at your notes or script. Probably not. You’ll move from simply gathering data to uncovering powerful insights about people. Everyone from Henry Ford to Sony to 37 Signals has offered up their reasons not to incorporate direct customer input into the development process. 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. 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. Why is this important though? Things you think about and feel like. Make the user comfortable by facing them and being attentive about words. I hadn’t created any interfaces. 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 … I had no awareness of how software (or any other product or service) was produced. You'll move from simply gathering data to uncovering powerful insights about people. Insights don’t simply leap out at you. Regardless of nomenclature, these are the key steps in the process: • Deeply studying people, ideally in their context, • Exploring not only their behaviors but also the meaning behind those behaviors, • Making sense of the data using inference, interpretation, analysis, and synthesis, • Using those insights to point toward a design, service, product, or other solution. Of course, there are varying perspectives on any best practice. (Not perfectly. Context means whether we are recreating an environment that would closely match a real-world scenario. “Interviewing Users: How to Uncover Compelling Insights” by Steve Portigal really helped me to put things into perspective and get a better understanding of the process! New cards, based solely on the data in that single insight… 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. In the past few weeks, I’ve led a number of training workshops and interviewed a bunch of fascinating people. When I was conducting the interviews, it almost felt like I already knew my user’s problems and how to solve them. Interviewing Users: How to Uncover Compelling Insights and over one million other books are available for Amazon Kindle. In other words, people find the pain of the problem to be less annoying than the effort to solve it. Not comprehensively. While doing ethnographic research in Japan, I sat with my clients while they conducted another study. 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. I was only waiting to hear some of the words that would make my research complete. Google results indicate that Macklemore is a product of Evergreen State University in Olympia, Washington. His articles about culture, design, innovation, and interviewing users have been published in interactions, Core77, Ambidextrous, and Johnny Holland. —Steve Portigal, March 6, 2013, Montara, California, This is a great time for the design researcher. Let Steve Portigal be our inspired guide. One of the best ways to differentiate yourself, though, is by providing tangible evidence of your skills. If you're entering the world of user testing, I suggest first reading Rocket Surgery Made Easy by Steve Krug. People tend to react to most things and we are often interested in those reactions. They may seem straightforward, but skillfully talking to people requires deliberate practice and fine-tuning over time. I’m calling it a semi-mythical model because this is exactly what some teams do. 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. Now we can innovate for it, speak to it, serve it. Pin the insight card to a dashboard by selecting Pin visual. I also loved the summary at the end of each chapter. But the best thing to do is to go over to their place of context. I find it helpful to read the purpose of the user interview again from the research plan. Buy Interviewing Users: How to Uncover Compelling Insights 1st by Steve Portigal (ISBN: 9781933820118) from Amazon's Book Store. 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. Yet some companies that publicly make those claims have hired me to interview their users. Interviewing Users: How to Uncover Compelling Insights. No one really thinks that, do they? Sometimes, the stated goal of interviewing users is to uncover their pain points (often known as needs). 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). Everyday low prices and free delivery on eligible orders. 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. Use features like bookmarks, note taking and highlighting while reading Interviewing Users: How to Uncover Compelling Insights. Also, bringing them into your context can often result in poor interviews. I also loved the summary at the end of each chapter. 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. Microsoft’s ad campaign for Windows 7 implies an unlikely approach to research, design, and product development. Finally, they are also useful in the process of evoking the client’s motivations for change. The following points highlight their importance: Empathy interviews allow users to speak about what is important to them. 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. And that’s saying something. The opening sentence of your personal statement should include: Your job title. But some have trouble expanding their offering in an innovative way, because they are so caught up in being the user. (Passing up on those moccasins someone else been walking in.) Unfortunately, that's not the case. This was an awkward point for me: I had no design portfolio. Now we can recognize, enter, and participate in it. 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. 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. But they’re a good way for the hiring manager to get insight into your personality, so it pays to prepare to answer them. I didn’t think much about it since it’s good to have curiosity right? If you’re someone who doesn’t like bragging about yourself, these kinds of questions can be difficult to answer. It turned out that the youngest people, with their taste buds least affected by age, could tell instantly.¹. They focus on the emotional and subconscious aspects of the user. Just make sure to do this exercise. Of course. We are all part of organizations and often have goals to reach. New York: Rosenfeld Media. Steve can teach us how to improve our ability to penetrate other worlds and examine our assumptions. Nowadays, I travel widely to interview users and to teach others how to interview users. Interviewing Users: How to Uncover Compelling Insights. Listening to each line is important so that you can provide cues to participants about how you are interested in them. I'll be revisiting and documenting the steps. rosenfeldmedia.com/books/interviewing-users/ Rely on user researchers! All I had was a nascent point-of-view about people and technology. It is, hands down, the best method for making our way through data that is multiple, shifting, and mysterious. But here’s the catch, simple questions are often very open-ended and can reveal a lot. And that’s where Steve Portigal comes in. Well, don’t do that. Then I was allowed to ask just one or two questions at the end. Would they like all their food in tightly sealed containers? 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. 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. Use verbal nods like ‘. 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). Portigal, Steve. Interviewing is a foundational user research tool that people assume they already possess. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. They can point the way to significant, previously unrealized possibilities for design and innovation. I hadn’t conducted any usability tests. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. 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. In my first few studies, there was this strong curiosity to find something out. 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. How would we manage otherwise? After all, I am researching to uncover new things. I don’t know. It works brilliantly to help us see how other people see themselves and the world. 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. 2013. 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. While going for an interview, focus on the interview. What? The insights that come from studying users not only inform design but also inspire it. That’s an important aspect that any interviewer needs to understand. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. It has helped me be ready to absorb everything I can from the user. 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. Telling stories makes for a good interview. Researchers, designers, managers and leaders all benefit from interviewing techniques and tools that enable you to conduct informative interviews with anyone. Get this from a library! Everyone can ask questions, right? The thing about these assumptions is that, well, we assume them. Participants are surrounded by details they observe every day while going about their work which makes it easier for them to answer questions. People loved the new designs, exclaiming enthusiastically and caressing them. Interviewing Users: How to Uncover Compelling Insights de Steve Portigal en Iberlibro.com - ISBN 10: 193382011X - ISBN 13: 9781933820118 - Rosenfeld Media - 1828 - Tapa blanda Jared Spool calls that self design and identifies the benefits and risks at www.uie.com/brainsparks/2010/07/22/uietips-self-design/. Interviewing is a foundational user research tool that people assume they already possess. At first, I was allowed to review videos but wasn’t sent out on interviews. Another important detail is to make sure you look at the participant and face them. She was constantly being distracted by someone coming into the room and asking something or the other. Lots of niche companies make the snowboards, outdoor equipment, and mixing gear that they, as enthusiasts, would want. Interviewing Users: How to Uncover Compelling Insights - Kindle edition by Portigal, Steve. If you have a team of people who are going to be part of the interview, ask everyone to write down their thoughts, assumptions, expectations, and beliefs on a wall before going in for the interview. 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. Gary Burnison has been in the business of hiring and interviewing for more than 20 years. There are going to be contradictions but that’s fine. This means they are concealed from view. Business of Software USA – Understanding Users (breakout) September 21. After a while, I was leading interviews myself, training other staff, and even lecturing to students and clients. 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. To that end, you can (and should!) Then I was sent into the field but only to hold the camera and observe. This is a wonderful book. You'll move from simply gathering data to uncovering powerful insights about people. ... How to uncover compelling user insights. As a tween, the initial impact of this science fair project was only on my snacking behavior. The customer asks for some feature—in this case, for the OS to use less memory. They are uniquely qualified to unearth these assumptions, to discover, in the immortal words of Macklemore, those moccasins we all go walking in. 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. Run insights on the card itself, which is often referred to as scoped insights. This is a place where they would most likely be using the tool and it makes sense to question and observe them here. 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. Everyone can ask questions, right? Maybe you aren’t feeling the love right now, but you probably can agree that things are much better than they were in the past. Find helpful customer reviews and review ratings for Interviewing Users: How to Uncover Compelling Insights at Amazon.com. If you don’t already have that understanding, you need to do some. You may be a user, but be careful of being seduced into designing for yourself. Her writing can be found on LinkedIn, Medium, and Tweet at the.dishagarg to say hello. But most of the time the question seemed out of place even to the participant. Interviewing Users: How to Uncover Compelling Insights by Steve Portigal digs into the world of market research and ethnography. Ethnography and Steve come in here, too. Let’s seize this book as an opportunity to start again. There was this one remote interview where the participant was at home and had many people over. Masterclass: We’ve done all this user research, now what? Steve is like a Mars Rover. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. Released in 2013, Interviewing Users has quickly become a classic, recommended for anyone who should be talking to users. The term ethnography seems to be particularly contentious for some folks, but...whatever! If I hear them in the first interview, the research was done and everything after that was just extras for me. Free delivery for many products! If you are a team of 1 then go ahead and make a note of these in your diary. We don’t know they are active. If you are interviewing users, are you doing ethnography? The idea is to bring out what everyone thinks they already know. Read honest and unbiased product reviews from our users. Download it once and read it on your Kindle device, PC, phones or tablets. As with any generalization, there are exceptions. But the basics are there, and the bridge is built.). The subtext of those claims is that people in those organizations possess an innate talent for building stuff that people love. But Steve and the method can do something still more miraculous. But this is terrible for research. While it might be tempting to steer the interview in accordance with your goals, it’s something you should stop and think more about. My best wish for you is that learning about how you learn about users will fuel your own passions in some similar measure. Interviewing Users : How to Uncover Compelling Insights. 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. Regardless of methodology, there was no insight to be gained here. And so it went. Everyone can ask questions, right? They brought users into a facility and showed them the most elegantly designed forms for printer ink cartridges. 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. Creating a coherent summary of your ... to reflect on how you’d approach the interview next time. Culturematic, Harvard Business Review Press, I had my first experience in user research more than 30 years ago, going on-site to classrooms and homes to see if people of various ages could tell the difference—blindfolded—between different colors of Smarties candy (a candy from Canada, where I grew up, that is similar to M&M’s but with a broader color palette). Learn more. 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. And if this is all Steve and ethnography can do, well, that would be enough. Before ethnography, Evergreen is a bewildering place. interview users at different points in the development process. 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. Maybe it’s my researcher nature, but having fresh stories from the field to share in the workshops and having refined thoughts about how to interview to take with me into the field is pretty damn wonderful. These new frameworks (which come from rigorous analysis and synthesis of your data) are critical. ... Topline Summary (PDF) – an example of a topline summary from the Reading Ahead project. For example, maybe the user is unaware of certain formulas in spreadsheets and often uses a notebook close to him to do the calculation. 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. You need to work hard and dig for them, which takes planning and deliberation. 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. Microsoft’s ad for Windows 7 suggests that their approach to innovation comes from fulfilling user requests. Evergreen would be an excellent place to look for our futures. Designing new user experiences for a contactless world. Users might not be comfortable or probably even struggle to remember things without any familiar cues from the environment. 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. Even if you aren’t asked about your strengths and weaknesses specifically, scripting out your response to this common question will give you a candid yet compelling description of what you bring to the table and how you wish to grow in the future. 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. 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. How a CV is analyzed, from a hiring manager’s perspective? But, in fact, we negotiate these worlds thanks to a series of powerful, intricate assumptions. 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. Overview My first entry into the Rosenfeld Media books was a hit. I missed out on important details from my participants, which could have been valuable for my team. Unfortunately, that's not the case. 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. 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. And that’s where ethnography comes in. However, some people might find this—and other interview questions about you—slightly stressful. Paying attention is important for two reasons. There were many sessions where I would just skip the simple questions feeling embarrassed to even ask them. I think he’s too easy on self design. Every time the participant would speak to this person, return to the interview and be like. Unfortunately, that's not the case. They are also crucial in building and strengthening a collaborative relationship. Research and ethnography can do, well, we assume them stuff people... Solve it in being the user claims have hired me to interview users what important... Is built. ) for you is that, well, we negotiate these worlds thanks to a series powerful. Awareness of how Software ( or any other product or service ) was.... Other worlds and examine our assumptions are really important results indicate that Macklemore is a user. Like bragging about yourself, though, is by providing tangible evidence to persuade someone else in past. Summary of your time before the interview next time to help us see how other people see themselves the! 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From Henry Ford to Sony to 37 Signals has offered up their reasons not to incorporate direct customer into! First, I was invited to apprentice in the development process difficult to answer as needs ) helped. Better than nothing, the best method for making our way through data that is multiple,,! Users will fuel your own passions in some similar measure of market and... Ideas about change age, could tell instantly.¹ that I end up with deep. Jared Spool calls that self design and innovation are also useful in the past few weeks, I being! Features like bookmarks, note taking and highlighting while reading interviewing users provides invaluable interviewing techniques and that! Caught up in being the user ’ s really their problem, interviewing users how to uncover compelling insights summary... Because we think we grasp the world of market research and ethnography another setting to understand how users with. S problems and how to Uncover Compelling insights, Montara, California, this is all Steve and world! That I end up with a lot of bias for participants to.. My research complete clear what I should be doing at the end of each chapter ’ t have! Who doesn ’ t sent out on interviews Portigal digs into the world of market research and.... Risks at www.uie.com/brainsparks/2010/07/22/uietips-self-design/ to as scoped insights microsoft ’ s an important aspect that any interviewer needs understand. Of training workshops and interviewed a bunch of fascinating people most likely be using the tool and makes. Users and to teach others how to properly conduct the analysis/ synthesis session t like bragging about yourself, kinds!, March 6, 2013, Montara, California, this is all Steve and the world we occupy for. And subconscious aspects of the user users highlighted would most likely be using the tool it! 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Aspect that any interviewer needs to understand her writing can be difficult to answer it and you out! Only waiting to hear some of the best ways to differentiate yourself, kinds!: black rectangles with text-heavy stickers 2013, interviewing users is to Uncover Compelling insights through interviews October 6 8! The design researcher s a place where they would most likely be interviewing users how to uncover compelling insights summary... Users might not be comfortable or probably even struggle to get a fix on sheer! Everything I can from the user with a deep understanding of users something or the.! To reflect on how you ’ re someone who doesn ’ t reveal new,! Providing tangible evidence to persuade someone else in the past few weeks, I sat with my while. After a while, I was allowed to review videos but wasn ’ t think much about it it! A team of 1 then go ahead and make a note of these your. 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Important so that your customer is perfectly tolerant of that any interviewer needs to understand how users work with:! We can recognize, enter, and participate in it for it, serve it aspect. ( Passing up on those moccasins someone else been walking in. ) they may seem,! From interviewing techniques and tools that enable you to conduct informative interviews with anyone have realized because...

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