1. Cooper Goal-Directed Design: Practice Session Dr. Cindy Corritore Creighton University ITM 734 Fall 2005

2. Corritore, 2005 Goal-directed design steps

3. Corritore, 2005 Step 1: Research objective – to collect qualitative data for persona development steps –identify roles –conduct ethnographic interviews …

4. Corritore, 2005 Roles what are the roles in this project?

5. Corritore, 2005 Ethnographic informants 3-4 people per role – stakeholders, customers, end users, subject matter experts (types of people whose needs you think will be different) identify informants for each role

6. Corritore, 2005 Ethnographic interviews ethnographic interviews – try to describe & understand a culture from the point of view of a member of that culture –method for collecting data about processes that are too time-consuming or private to observer –how doing influences feeling, thinking –informant is an expert on how s/he works –think of informants as someone with specialized knowledge in which you are interested –more than just answering questions – speak at length about phenomena under study

7. Corritore, 2005 Ethnographic interviews interviews – the worker is the expert in how they work your goal is to elucidate their goals and behaviors: what are their goals? Uncover unstated goals. what are their issues (frustrations, problems, etc) domain expertise? specialized knowledge (eg. regulations, vocab) work environment, workflow key attitudes and behaviors

8. Corritore, 2005 Ethnographic interviews two important skills –establish rapport – respect, don’t judge, explain yourself (dispel apprehension), positive –elicit information – ask good questions, follow- up, incorporate informant’s answers

9. Corritore, 2005 Tours (descriptive) –describe a typical day –walk me through your typical morning. –describe doing an ‘on-call visit’ –ask for examples – can you give me an example of …? –ask for experiences – what kind of experiences have you had with ….? –what is the difference between this and that? –tell me about a bad ‘gazordenplat’ Types of questions

10. Corritore, 2005 Types of questions Structural – how is their world ordered? –what are the kinds of artifacts they deal with? Contrast –what is the difference between …? Native language questions –what’s a ‘widget’? Probes –Tell me more about …. –What makes a day go good for you? (gets at goals) –What is the most important thing you do? –Give me an example of …. –Can you tell me more about when X happened here?

11. Corritore, 2005 Techniques present a neutral stance yourself start with brief description of project and why you are interviewing them ask friendly questions first – background questions express interest – back-channel (uh-huh, eye contact) ask descriptive questions – ask them to describe activities

12. Corritore, 2005 Techniques repeat questions, but ask in a different way if answer is brief restate their answer and incorporate into subsequent questions – –shows you are listening and sets up for more detail avoid leading questions –suggest an answer

13. Corritore, 2005 Techniques near end, ask them what they think in a way –if this software was magic, what would you like it to do? –is there anything you want us to know, that we might be missing?

14. Corritore, 2005 Done yet? done when starts repeating (stops hitting ‘pay dirt’) progression of the interviews –at first exploring and gathering domain knowledge –start seeing patterns –late confirming patterns and supporting

15. Corritore, 2005 Other data environmental artifacts your observations –non-verbal –environment –etc.

16. Corritore, 2005 Analysis (do as a class) data for each interviewee – document –goals –workflow –daily behavioral patterns (be specific) –detail skills so know the level of expertise goal – find patterns, groupings - separate users into groups with like goals – these will form personas –ignore roles at this point