nondirected interviews
TRANSCRIPT
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Nondirected
Interviews
Mike RiceInformoire.com
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Empathy
Empathy means to be preoccupied by the
thoughts and feelings of other people,
putting yourself in their place, trying to
think like them.
Neculai Ioan Fantanaru
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Empathy
“The deepest form of understanding
another person is empathy…[which]
involves a shift from…observing how you
seem on the outside, to…imagining what
it feels like to be you on the inside.”
From the book Difficult Conversations by Douglas Stone, Bruce Patton, and Sheila
Heen of the Harvard Negotiation Project, Chapter 9, “Empathy is a Journey, Not a
Destination,” p. 183.
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Define task-based audience
segments
• Brainstorm 150-200 distinguishing
behaviors, then consolidate duplicate and
similar (75)
• Group the behaviors by types
• Name the behavior groups
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Chuck E. Cheese’s
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Brainstormed behaviors
• Play a game
• Collect tickets
• Choose a prize
• Buy tokens
• Order pizza
• Use the restroom
• Take a photo
• Celebrate a birthday
• Play a game with a companion
• Ride a monster truck
• Play with a friend
• Eat pizza
• Get a soda
• Play by myself
• Have a treat
• Bring home a keepsake
• Check my email
• Keep track of my party
• Be entertained
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Distinguishing behaviors
• Play a game
• Collect tickets
• Choose a prize
• Buy tokens
• Order pizza
• Use the restroom
• Take a photo
• Celebrate a birthday
• Play a game with a companion
• Ride a monster truck
• Play with a friend
• Eat pizza
• Get a soda
• Play by myself
• Have a treat
• Bring home a keepsake
• Check my email
• Keep track of my party
• Be entertained
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Group and consolidate behaviors
• Play games
• Play a game with a friend
• Buy tokens
• Win prizes– Collect tickets
– Choose a prize
• Take a photo
• Bring home a keepsake
• Celebrate a birthday
• Use the restroom
• Experience rides– Ride a monster truck
– Ride a roller coaster simulator
• Eat and drink– Order pizza
– Eat pizza
– Get a soda
– Have a treat
• Physical play– Physical play by myself
– Physical play with a friend
• Check my email
• Keep track of my party
• Be entertained
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Use actors to group behaviors
Parent with
child
Grandparent
with childChild with
friend
Child with
parent
Teen with
friends
Order
pizza
X X X
Get a drink X X X X
Buy tokens X X X
Keep track
of party
X X X
Play game
with friend
X X X X X
Celebrate
a birthday
X X X X
Take a
photo
X X
Keepsake X X X X
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Narrow your focus
Parent with
child
Grandparent
with childChild with
friend
Child with
parent
Teen with
friends
Order
pizza
X X X
Get a drink X X X X
Buy tokens X X X
Keep track
of party
X X X
Play game
with friend
X X X X X
Celebrate
a birthday
X X X X
Take a
photo
X X
Keepsake X X X X
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Name the groups – task based
audience segments
• Responsible person
• Adrenaline junkie
• Guest of honor
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Rules for nondirected interviews
• No words of your own
• Open questions only
• Follow the conversation
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Words of your own
• “Would you call that a quality control
step?”
• “Oh, it’s like a mobile office!”
• “So, that’s kind of inefficient?”
Use instead:
AMPP: Ask, Mirror, Paraphrase, Prime
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Closed questions
• “Do you always do that?”
• “Which one is most useful?”
• “Were you trying to get there fast or use less fuel?”
Use instead:
“What were you trying to do?”
“Why did you do that?”
“Tell me more about…”
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Leading the conversation
• “Let’s talk about that later. You were telling me about…”
• “I’d like to ask you next about…”
Use instead:
Refer to what’s already been said.
Take notes to remind you to return to a subject
Let the subject talk most of the time.
Get contact information. Follow up later.
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Collect information
1. Recruit participants
2. Non-directive interview
3. Transcript
4. Comb for tasks
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Create content
Figure 12.9 from Mental Models: Aligning design strategy with human behavior by Indi Young;
Rosenfeld Media, 2008. http://www.rosenfeldmedia.com/books/mental-models/
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Create a service
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Mental Models, by Indi Young
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Observing the User Experience, by
Mike Kuniavsky