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WHAT :

INTERVIEW 1.0. WHAT :.

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  1. INTERVIEW 1.0 WHAT : Engage with users through interviews. Think of it as engaging with someone, rather than interviewing or surveying someone. This mindset allows us to seek the deeper insights and ask the harder questions. At the end of your time with a user, you want to have captured what that person said and did, and you want to have an understanding of what that person thinks and feels. WHY: We want to understand a person’s experience as a user in the space so that we can determine how to innovate for him/her. By understanding the choices that person makes and the behaviors that person engages in, we can identify needs and design for these needs. HOW: Use this map to guide your interview. This map correlates with the Engage Mad Libs sheet. Explore Emotions Evoke Stories Question Statements Build Rapport Thank & Wrap-up Intro Project Intro Yourself

  2. INTERVIEW 1.0 (cont.) Advice for engaging: • Ask why. Even when you think you know the answer, ask people why they do or say things. The answers will sometimes surprise you. • Encourage stories. Whether or not the stories people tell are true, they reveal how they think about the world. Ask questions that get people telling stories. • Look for inconsistencies. Sometimes what people say and what they do are different. These inconsistencies often hide interesting insights. • Listen to nonverbal cues. Be aware of body language and emotions. • Don’t be afraid of silence. Interviewers often feel the need to ask another question when there is a pause. Sometimes if you allow there to be silence, a person will reflect on what they’ve just said and say something deeper. • Don’t suggest answers to your questions. Even if they pause before answering, don’t help them by suggesting an answer. This can unintentionally get people to say things that agree with your expectations. • Ask questions neutrally. “What do you think about this idea?” is a better question than “Don’t you think this idea is great?” because the first question doesn’t imply that there is a right answer.

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