INTERVIEW

(method)

Brief description

Interact and interview users or stakeholders through scheduled and/or short “intercept” encounters. It is a mean of engaging with users to gather information by talking about specific topics or by focusing on getting stories (from the interviewee) about various aspects of a topic. Interviews can be done to: customers, partners, suppliers, expert stakeholders, sales force, etc. Interviewing gives you an opportunity to speak directly with the people who can help you make informed decisions. Interviews can be done to a group or individually.

Step

Empathize, Prototype Improvement, Prototype Testing

Input

Research and Discovery Plan

Output

Understanding of users and stakeholders

Time

40 min to 1 hr. per interview

Difficulty

3/5

People

1-3 per interview (to execute)

Quick Guide

  • Identify a topic for investigation.
  • Prepare your questions and recording equipment.
  • Determine your criteria for selecting interviewees.
  • Identify the people you will interview.
  • Set a time and place to meet them.
  • Introduce yourself and the purpose. Obtain consent.
  • Start with easy questions, then draw out specifics.
  • Listen carefully and take good notes.
  • Thank each participant.

Benefits

  • Helps you gain information directly.
  • Challenge your pre-conceptions.
  • Deepens your empathy for others.
  • Builds credibility with stakeholders.

Helpful Tips

  • Try to choose a location with minimal distractions.
  • Don’t put words into the interviewee´s mouth.
  • Immediately after the interview is concluded, take 15 minutes to debrief.

Application

Additional Information

Interview Technique Preparation

Brief Description:

Create a question map in advance, to plan the course of the interview. The map helps visualize topical islands that provides orientations during the conversation.

Quick Guide:

Examples of topical islands

  • Tracing behavior Why would you smile when you say that? How did it happen that [insert situation]? Who taught you that? / How do you know how it works? What works? What doesn’t work?
  • Gaining clarity What exactly do you mean by [insert situation]? How would you describe it in your own words?
  • Exploring actively You say this is difficult. What exactly is difficult about it? What was your experience like?
  • Asking about the sequence (day/week/period of life) What is your first memory of [insert situation]? What happened before/afterward? How did you do it before? When was the first/last time that you [insert situation]? What time of the day was it?
  • Purchasing Process What initiated the purchase decision? What alternative did you consider? What alternatives did you consider? Why did you choose the option you did? How? Who with?
  • Switch Event When you switch from one solution to another? When did they first think of switching? Why?
  • Asking for examples What was the last time you ate/prepare [insert situation]? With whom did you discuss it?
  • Exploring exceptions When didn´t it work, then what happened? Did you have problems with [insert situation] before?
  • Understanding connections and relations How do you communicate with [insert people interactions]? From whom did you hear that? Who help you with it? How did you hear of it?
  • Informing outsiders If you had to explain it to a foreigner, what would you say? How will you explain this to your grandparents? How will you describe it to a small child?
  • Comparing processes What is the difference between your home and that of your friend? What is the difference between when you? do this outside your home instead of at home?
  • Imagining the future How do you think you will do it in ten years?

Helpful Tips

After the interview, identify: Where did the person reveal the biggest problems? What is the need behind the problem?

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