Learning about users: observation & interviewing

Hogeschool van Amsterdam Interactieve Media

Learning about users: observation & interviewing

UCD Hoorcollege blok 1 week 5


Learning goals

By the end of the colleges and reading (UCD reader chapter 2) you should: Understand why interviewing and observing the user is an

essential part of the UCD process Understand some of the ways you can obtain information

on user goals and needs Be aware of the three user observation paradigms Have learned a framework that will help you carry-out user

observation Be in a position to carry out user interviews


Agenda

Introduction: why bother looking at the user?

Techniques for obtaining user needs and goals

Observing the user

Interviewing the user

General guidelines

Summary


Users and (new) product development

Products are created to meet the need(s) and goals of a user So logically in order to develop or change a product you need to know the

user’s needs and goals

There are a number of techniques for finding out user goals and needs Some rely on imagination and developing personas and scenarios

These can be useful in the early stages, but they are very unreliable

Other techniques involve the user These can then be used to develop more reliable personas and scenarios

Involving the user can be risky Users cannot always put their needs into words They may even not be conscious of the need

Even so, if well managed, involving the user is rewarding


Techniques to obtain user needs and goalsTechnique Information that can

be obtainedMajor benefits Major drawbacks

Be the user Tacit knowledge (stilzwijgend kennis)

Impact of trade-offs on functionality for the use

Process knowledge

Depth of knowledgeBelief in identified needs

Difficult to articulate to others

Time / cost

Observe users critically

Tacit knowledgeProcess knowledge

Learn the language of the user

Find unarticulated needs

Difficult to translate into words for others (data collection and use essential here)

Time / cost

Interview users for needs and goals

Large volumes of detail

Context specific needs

SpeedBreadth of information

Interviewer biasInterviewee reactions to interviewer

Poor for process, and unarticulated needs

Adapted from: Rosenau, M.D., et. At, 1996. The PDMA Handbook of New Product Development, New York, NY: John Wiley & Sons Inc., p. 158


Observing users


User observation paradigms

Adapted from: Preece, J., Rogers, Y. and Sharp, H., Interaction Design: Beyond Human-Computer Interaction, New York NY: John Wiley & Sons, Inc, 2002, pp. 363 -364


User observation paradigms

What is it? Advantages Issues

Quick & dirty observation

Simply watching users in their natural environment

Quick and cheap

Useful for initial understanding of needs / problems

Can be done anytime and anywhere

Observer bias

Little or no data capture

Difficult to articulate

Low credibility

Usability testing Observing the user in a controlled environment (usability lab)

Data collection

Credible

Result can be seen by many

Unnatural situation for user

User “bias”

Field studies Planned observation and interviewing of users in their natural environment

Clear goals

More natural for user

Data can be collected and seen by others

Credible

Observer bias

Some risk of user “bias”

Adapted from: Preece, J., Rogers, Y. and Sharp, H., Interaction Design: Beyond Human-Computer Interaction, New York NY: John Wiley & Sons, Inc, 2002, pp. 363 -364


Data collection techniques

Notes and camera Audio and camera Video

Equipment Paper, pen / pencil and (digital) camera

Audio recorder, microphone, camera

Video camera, editing software

Flexibility Very Quite Needs to be positioned

Completeness of data

Reliant on note taker Can miss visual data Very

Disturbance to users

Low Some people do not like microphones

Can be disturbing, can get in the way

Reliability of data Can be low - depend on experience

Medium - problem in noisy environments

High - dependent on camera operator

Analysis Easy to transcribe - rich descriptions

Good Good

Presentation Strong if audience trusts observers

Strong Very powerful

Adapted from: Preece, J., Rogers, Y. and Sharp, H., Interaction Design: Beyond Human-Computer Interaction, New York NY: John Wiley & Sons, Inc, 2002, pp. 373 - 375


A framework for field observationWhat?

Space What is the space like? Describe it (indoors / outdoors, public / private, quiet / noisy, calm / busy, etc.)

Actors What are the names and relevant details of the people involved

Activities What (in general) are the actors doing and why?

Objects What physical objects are present? (furniture, PC, papers, remote control, etc.)

Acts What specific acts are the individuals doing?

Events Is what you are observing part of a special event?

Goals What are the actors trying to achieve by carrying out these specific acts?

Feelings What is the mood of the individuals - how are they feeling?

Sayings What are the actors saying?

Adapted from: Preece, J., Rogers, Y. and Sharp, H., Interaction Design: Beyond Human-Computer Interaction, New York NY: John Wiley & Sons, Inc, 2002, p. 368


Interviewing users


Stages of interview process


Identifying candidates

Develop a persona hypothesis by answering these questions: What sort of persons might use this product or have this

problem? What might be their goals and needs? What range of behaviours (gedrag) might these users

have?

This will give you an idea of the type of candidates you should try to find

Note: this may have to be adapted after you begin the interviews


Example persona hypothesis:A cookbook

Sorts of people Type A: Women with families (very sexist - sorry) Type B: Single men who can’t cook (Me)

Goals and needs Type A: Quick meal for a hungry family, more complex

meal for a dinner party (kids at grandparents) Type B: Easy to follow and shop for, quick, impress a date

Behaviours Type A: Expert(?), adventurous, variety seeking Type B: Amateur, nervous, constant checking


Planning the interviews

Find suitable candidates based on the persona hypothesis

Identify your goals - what do you want to find out This will help you frame some basic questions and areas

you want to explore You should avoid having a fixed question list beyond the

basics


Interviewing guidelines (see also reading p.65 - 66)

Think of the interview as a (structured) conversation

Avoid fixed question lists - keep your questions loose Use some basic questions

as a warm-up Use your goals as the basis

of further questions Be ready to explore things

based on what the interviewee says

Do not ask leading questions “Why do you like this

product?” when it is not clear that they do

Focus on the goals the user has not the the tasks they carry-out Not “what do you do?” but

“what do you want to achieve?"

Encourage the interviewee to tell stories “Tell me about your

experiences with this product”

Ask them to show and tell (if possible)

Don’t make them the designer


Reviewing findings

This should happen between interviews and afterwards

Between interviews Discuss the following questions with your partner

Are you achieving the goals you defined? Is your persona hypothesis good or should it be modified? How should we approach the next interview?

After the interviews With your partner you should

Review all your notes to look for trends and patterns in the answers Compare these with the results of your observations: is there

evidence here that supports or contradicts your interviews?

Write up your own notes for the interviews as the basis for developing personas


General guidelines

Explain who you are and what your goals are If they do not want to be observed and/or interviewed then

find someone else

Respect the user Ask permission if you photograph

No means no The user is never stupid Listen to what they are saying

Try not to let your personal views colour what they say Ask questions do not give opinions

Don’t get in the way Don’t over-stay your welcome


Summary

UCD relies on understanding the needs of the end user

This is achieved by observing and interviewing the user

Both user observation and interviewing require planning

To be effective both require an open and respectful approach to the user

Documents

Learning about users: observation & interviewing