Hogeschool van Amsterdam Interactieve Media Learning about users: observation & interviewing UCD Hoorcollege blok 1 week 5

Hogeschool van Amsterdam Interactieve Media 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

Hogeschool van Amsterdam Interactieve Media Agenda  Introduction: why bother looking at the user?  Techniques for obtaining user needs and goals  Observing the user  Interviewing the user  General guidelines  Summary

Hogeschool van Amsterdam Interactieve Media 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

Hogeschool van Amsterdam Interactieve Media Techniques to obtain user needs and goals TechniqueInformation that can be obtained Major benefitsMajor drawbacks Be the user  Tacit knowledge (stilzwijgend kennis)  Impact of trade-offs on functionality for the use  Process knowledge  Depth of knowledge  Belief in identified needs  Difficult to articulate to others  Time / cost Observe users critically  Tacit knowledge  Process 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  Speed  Breadth of information  Interviewer bias  Interviewee reactions to interviewer  Poor for process, and unarticulated needs Adapted from: Rosenau, M.D., et. At, The PDMA Handbook of New Product Development, New York, NY: John Wiley & Sons Inc., p. 158

Hogeschool van Amsterdam Interactieve Media Observing users

Hogeschool van Amsterdam Interactieve Media 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

Hogeschool van Amsterdam Interactieve Media User observation paradigms What is it?AdvantagesIssues 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 testingObserving the user in a controlled environment (usability lab) Data collection Credible Result can be seen by many Unnatural situation for user User “bias” Field studiesPlanned 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

Hogeschool van Amsterdam Interactieve Media Data collection techniques Notes and cameraAudio and cameraVideo EquipmentPaper, pen / pencil and (digital) camera Audio recorder, microphone, camera Video camera, editing software FlexibilityVeryQuiteNeeds to be positioned Completeness of data Reliant on note takerCan miss visual dataVery Disturbance to users LowSome people do not like microphones Can be disturbing, can get in the way Reliability of dataCan be low - depend on experience Medium - problem in noisy environments High - dependent on camera operator AnalysisEasy to transcribe - rich descriptions Good PresentationStrong if audience trusts observers StrongVery 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

Hogeschool van Amsterdam Interactieve Media A framework for field observation What? SpaceWhat is the space like? Describe it (indoors / outdoors, public / private, quiet / noisy, calm / busy, etc.) ActorsWhat are the names and relevant details of the people involved ActivitiesWhat (in general) are the actors doing and why? ObjectsWhat physical objects are present? (furniture, PC, papers, remote control, etc.) ActsWhat specific acts are the individuals doing? EventsIs what you are observing part of a special event? GoalsWhat are the actors trying to achieve by carrying out these specific acts? FeelingsWhat is the mood of the individuals - how are they feeling? SayingsWhat 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

Hogeschool van Amsterdam Interactieve Media Interviewing users

Hogeschool van Amsterdam Interactieve Media Stages of interview process

Hogeschool van Amsterdam Interactieve Media 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

Hogeschool van Amsterdam Interactieve Media 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

Hogeschool van Amsterdam Interactieve Media 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

Hogeschool van Amsterdam Interactieve Media Interviewing guidelines (see also reading p )  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

Hogeschool van Amsterdam Interactieve Media 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

Hogeschool van Amsterdam Interactieve Media 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

Hogeschool van Amsterdam Interactieve Media 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