And why is it so important to talk to the users on each & every step of the product development
There is no time at the project development, when it is not good to talk to your users. Technically, there are a few different user interviews, including individual, group, focus group, deep qualitative and quantitative interviews, and surveys and so on, but today we will talk about the individual user interview that lasts 30+ minutes.
What is a user interview?
Individual interviews allow you to probe their attitudes, beliefs, desires, and experiences to get a deeper understanding of the users who come to your site. You can also ask them to rate or rank choices for site content. These interviews can take place face-to-face, by phone or video conference, or via an instant messaging system.
When to Conduct Individual Interviews
Ideally, interviews take place at the start of the development cycle while you are developing or reviewing the objectives and goals of the site.
before the development (R&D stage)
during development
after release
before redesign
after usertest
after redesign
anytime
You may also use interviews to supplement online surveys. Performing an interview before a survey helps you to refine questions for the survey. Interviewing participants after a survey allows you to probe for details and reasons behind the answers that users give on a survey.
How to make the user interview?
Preparations
Set up a goal
When you conduct an Individual Interview, consider:
1. What you want to learn and then selecting representative participants to talk to
2. Write a quick moderator guide
This need not take more than 15 minutes or so for MVR. Don’t go into a session without a simple set of questions.
How to conduct an interview?
Recruit about 5 “good” people
While qualitative research can be time-consuming, the good news is you really only need to talk to about 5 people before you hit a point of diminishing returns in terms of insights. Of course, that entirely hinges on finding the right people. This doesn’t have to be complicated.
Run an effective session
You are a human, talking to another human. What an amazing opportunity to get permission to connect with someone you wouldn’t otherwise. Be warm, be authentic, be yourself, just don’t get too chummy or start influencing the participant’s ideas with your own enthusiasm.
Be a professional:
Listen lots, talk little, get comfy with silence. Watch people too. What do they do with your prototype, site? Behavior, behavior, behavior.
Show something if you have something to show, but focus on one thing at a time.
Probe, give context, set expectations about why you’re here and what you’re trying to accomplish. Don’t share your assumptions or hypothesis.
If you can spare someone to take notes for you or use a transcription or recording service, that means you can really focus on being present in the session, which will help you pick up on all those juicy micro-moments.
How to prepare interview reporting?
Don’t let your research die in the session itself. Again, don’t over-complicate this if time is not a luxury you have.
Highlight key insights, quotes, thoughts from each session immediately after, if you can.
Review all your notes. Looks for themes. Highlight those themes and supporting evidence in a document of your choosing, something that is easy for you and acceptable to your audience of stakeholders.
Share your insights! Different organizations do this different ways, and we’ll cover this in depth later. At a minimum, shoot a Slack or email linking to your document and host it somewhere people can access it on demand. You’ve done important work. Don’t hide it.
Connect with your stakeholders (product, sprint, design team, whoever you’re working with on the research) ASAP with your insights and move things forward!
That’s it. Of course there’s much more to cover, and cover it we will, but hopefully the above tips empower you to just get out there and do some research today. Building a regular research habit is the best way to build the discipline in yourself, your organization, and to consistently show its importance to your product and customers.
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