Interviews

What are Interviews?

In Interviews, we encourage users to express their likes/dislikes and articulate how they use products, services or systems (PSS) to discover insights and identify opportunities for improvement.

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Why Interviews?

Interviews are used to extract deep qualitative insights, foresights and latent needs from users. By asking questions, we can uncover users' intentions, motivations and emotions when they use products, services or systems (PSS).

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Process Phase

Discover

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Time

1 hour

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Materials

Pens, Paper, Camera, Voice Recorder, Interview Template

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Method Card Reference

DI Method Cards_Compiled Deck_Version 2.
DI Method Cards_Compiled Deck_Version 2.
DI Method Cards_Compiled Deck_Version 2.

Best Practices

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A.

Do not ask leading questions or suggest answers

Leading questions or suggesting answers might influence and bias the response of the interviewee, compromising on the accuracy of their responses.

B.

Seek what the PSS must do, not how

Be open to explore alternative ways to how the  PSS might be able to do what it should.

C.

Go with the flow

Wherever the customer takes you, follow along, and ask why and how questions.

D.

Use visual stimuli and props

Bring models of new concepts, competitors’ products, products related in the system of operating the product, and analogous products. Ask about all of these.

E.

Have the customer demonstrate

Don’t just ask about the product; human language is only so expressive. Seeing the need in action will permit much better understanding.

F.

Be alert for surprises and latent needs

Pursue any surprise answers with follow-up questions until we understand the need and follow it beyond questions on the product itself with questions about the system within which the product operates. This additional level of inquiry usually uncovers the latent needs.

G.

Watch for non-verbal information

Again, human language cannot communicate all sensation modes and feelings about a product.

 

Procedure

1.

Explore

  • How the product, service or system (PSS) is used

2.

Identify

  • Target user groups or personas to interview

    • Seek a diverse range of user types

3.

Interview

  • At time and location where interviewees are using the PSS

    • Likes/Dislikes

    • Articulated Use

    • Record responses (use Interview Template as a guide)

4.

Extract

  • Needs, insights and foresights interpreting interview responses and opportunities for improvement (refer to the examples)

 

Demo Video

This video gives you a walk-through on how to do an Interview, through a worked example of a Autonomous Vehicle Design Challenge.

Interviews Demo Video
Interviews Demo Video

Examples

 

Here are examples of interview notes capturing qualitative data from interviews and interpreting interview responses, extracting latent needs, insights and foresights.

References