Реклама. ООО «ЛитРес», ИНН: 7719571260.
INTERVIEWING USERS
DEDICATION
HOW TO USE THIS BOOK. Who Should Read This Book?
What’s in This Book?
What Comes with This Book?
FREQUENTLY ASKED QUESTIONS. Why is this even a book? Isn’t this really just talking to people? I already know how to do that!
Why would we bother to talk to our users? We use our products every single day and know exactly what we need to build
We don’t have time in our development process to interview our users, so what should we do?
Which team members should interview users?
We interviewed users and didn’t learn anything new. How does that happen?
CONTENTS
FOREWORD
INTRODUCTION
CHAPTER 1
User Insight in the Design Process
When to Use Interviewing
To Interview Well, One Must Study
The Impact of Interviewing
CHAPTER 2
Check Your Worldview at the Door
The Brain Dump
Make the Interview About the Interview
Embrace How Other People See the World
Go Where the People Are
Be Ready to Ask Questions for Which You Think You Know the Answer
Nip Distractions in the Bud
Building Rapport
Be Selective About Social Graces
Be Selective When Talking About Yourself
Work Toward the Tipping Point
Acknowledge That the Interview Is...Something Unusual
Listening
Listen by Asking Questions
Be Aware of Your Body Language
CHAPTER 3
Establishing Your Objectives
Finding Participants (aka Recruiting)
Creating the Field Guide
Introduction and Participant Background
The Main Body
Projection/Dream Questions
Wrap Up
Shot List
Scheduling Interviews
Travel
Participant Releases and Non-Disclosure Agreements
Incentives
CHAPTER 4
Showing and Telling
Bring the Tools
Mapping
Reactions to Concepts
Concept Formats
Reactions to Other Stuff
Homework
CHAPTER 5
But Wait! Before You Head Out: Roles for the Field Team
A Guide to Participating in Fieldwork
Everyone Stays Engaged
Once You Get On-Site
Crossing the Threshold
Restating Objectives
Kick-Off Question
Accept the Awkwardness
The Tipping Point
Reflection and Projection
The Soft Close
CHAPTER 6
Silence Defeats Awkwardness
Managing the Flow
Version 1
Version 2
Getting to Even More of the Answer
A Palette of Question Types
Managing the Ebb and Flow of the Interview
Embracing Your Participant’s Worldview
Use Their Language
Assume Your Participant Makes Sense
Don’t Make Your Questions Pass/Fail
Don’t Presume They Accept Your Worldview
Don’t Enter Lecture Mode
If You Have to Fix Something, Wait Until the End
CHAPTER 7
Taking Notes
Typing vs. Writing Your Notes
The Notetaker’s Voice
Audio Recording the Interview
Video Recording the Interview
Photographing the Interview
Sketching the Interview
Debriefing After the Interview
Taking Field Notes
Sharing Field Highlights
CHAPTER 8
Troubleshooting Common Interview Problems
When the Participant Is Reticent
When the Participant Isn’t the Right Kind of User
When the Participant Won’t Stop Talking
When You Feel Uncomfortable or Unsafe
Interview Variations and Special Cases
When Your Interview Isn’t Face-to-Face
When Your Interview Is in a Market Research Facility
When Your Interview Is Very Short
The Differences in Interviewing Professionals vs. Consumers
Interviewing Multiple Participants
Using Different Interviewing Techniques at Different Points in the Development Process
Improving as an Interviewer
Practice
Reflect
Critique
And More
CHAPTER 9
Analyzing and Synthesizing Your Interview Data
Create a Topline Report
Deeply Processing Your Data
Research as a Leadership Activity
Championing the Use of Research in Your Organization
Maximizing Research Impact
Index. A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
Footnotes. Introduction
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
HOW TO UNCOVER COMPELLING INSIGHTS
Steve Portigal
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Reflection and Projection
The Soft Close
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