DESIGN THINKING GUIDE Interviewing Basics Step 1: Prepare for the Interview Brainstorming user interview questions A practice interview Identify your users Prepare topic list Brainstorm a list of all the possible types of users of your product or service. (e.g., Knowledge worker, IT Architects, CTO, Citrix Employees, etc.). List the attributes that might impact their perspectives (small vs. large company, local vs. international, expert vs. novice, etc.). List the topics that you want to cover in the interviews. You don’t need to write out specific questions, but a list of topics will help ensure that you cover everything during the conversation. Schedule interviews Schedule a practice interview. Often you can use an internal employee to practice. Refine your approach based on what you learn from the practice interview. Plan to interview at least 4 of each user type in your first round of interviews. Determine team roles Pair up for the interviews. The pilot asks questions while the co-pilot takes notes, watches the time, and asks follow-up questions at the end. Practice Interviewing Step 2: Interview and Observe A list of sample questions Taking notes while interviewing Things to bring Tips • watch • paper • pen • camera • Build rapport first: introduce yourself, ask a few easy, closeended questions to start • Don’t suggest answers to your questions • Don’t be afraid of silence • Look for inconsistencies and workarounds • Be aware of nonverbal cues • Follow a path of a questioning • Use “why” and “tell me more” to follow up and dig deeper. • Take photos of interesting artifacts and the user, and the user’s environment Mindset for a good Interview Take a beginner’s mindset and be curious, judgment-free, optimistic, and respectful. Seek Stories • Tell me about the last time you… • How did you… • Give me an example… • What was the best experience? The worst?… • Show me how you … Record what you see and hear Capture what was unique, surprising, and memorable about each user. How does the user solve problems, use your product or service, create workarounds, and experience challenges? Step 3: Unpack the Data Creating an empathy map Reflect on what you heard • How would you characterize the stories you heard? Give it an overall headline (e.g., Small business owner keeps costs down, distracted employee seeks focus) • Include the most memorable quotes • What surprised you? • Where there any contradictions in what the customer said / did and how they felt? • Record any insights you had Empathy Maps Create an empathy map highlighting what the user says and does in one column. Dig deeper into the meaning and importance of what was said and done by reflecting on how the user might feel or think. Note this in a second column. Interviewing basics Created by the Business Design team http://.designmatters.citrite.net designmatters@citrix.com