Interviewing Guide

[Author: Bill Fischer]

Often the first step in design research involves interviewing. This process is far better than surveying but not as effective as observation. Surveys do not let the interviewee drive the process. In a survey it is difficult to assess what the most important aspects of the topic are to them and how these are connected to each other. Observation is a way to gain an understanding of the user in their native environment, unfettered by outside influences, like surveys and interviewers.

Here is an example of an interview report: Infinity Mode Interview Report Example (external link).




Students sitting around a table brain storming

Photograph of an interview session

Here is a group of KCAD students learning from middle-schoolers from the Innocademy school about field trips. This session was preparation for the Amplify: Journey to Mars virtual field trip concept design (external Link). Photo Illustration by Bill Fischer.




Preparation

  • Collect the demographics of each interviewee and include it in your report. (age, occupation, sex, interests that apply, geographic location, etc.)

  • In some cases you will need a release form (external link) signed by each interviewee. This insures that the interviewee understands that there will be no compensation for their words or appearances in photography or video, and, that these will be made available for public viewing.

  • Ask the interviewee if you will need to submit to a background check or sign a non-disclosure agreement. Get that done before you arrive.

  • If you need specific technology: list that and send it to your interviewee. Going on sit e ahead of time is good practice if it is possible.

  • If you may be working as a team, meet prior to the interview to set roles.... such as Interviewer, Note Taker, Photographer, Set Dresser (adjusts backgrounds for photographer), Food and Snacks.

  • Follow Up Questions are sometimes required to insure all of the information you desire is captured. Write down all of the potential follow up questions your team can generate. Try to build on one another’s ideas in order to flesh out meaningful subject areas.

  • Identify themes or subject areas into which most questions fall; once you’ve identified the themes of your question-pool, determine the order that would allow the conversation to flow most naturally.

  • Make sure that you leave room in your planning to ask plenty of “why?” questions, plenty of “tell me about the last time you _____?” questions, and plenty of questions that are directed at how the user Feels.



Interviewing

There should be very few questions asked because they tend to lead the conversation and do not allow the interviewee to set priorities. It's best to start with a very general question like "Tell me about some school field trips you went on?" When answering a general question like this, the person will often answer in priority of most important, second most important, etc. That is critical! They will also tell stories and bind together the things that matter to them through the connection between their stories.

Dos and don'ts from the Stanford D School Bootcamp Guide:

  • Ask why. Even when you think you know the answer, ask people why they do or say things. The answers will sometimes surprise you. A conversation started from any one question should continue on as long as there are still relevant "why?" questions.

  • 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.

  • Pay attention 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. If you allow for silence, a person can reflect on what they’ve just said and may reveal 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 buying gifts for your spouse?” is a better question than “Don’t you think shopping is great?” because the first question doesn’t imply that there is a correct answer.

  • Don’t ask binary questions. Binary questions can be answered in a word; you want to host a conversation built upon stories.

Photography

Each time you perform an interview or observational session, Take photos. These will be used for reference and potentially be used in some form as photography in the journey maps. Be sure to get shots that illustrate the story being told. Ask the interviewee to pose for you. Have some fun with it.



Teamwork

Here is an example of how a team can work together.

Interviewer

    • Greets the interviewee.

    • Tell the interviewee what is going to happen and why.

    • Asks the questions.

    • Controls the pacing.

Note Takers / Observers

    • Be unobtrusive and quiet.

    • Type the notes into your computer or phone.

    • Include your own observations about how the subject is feeling in relationship to their stories.

Photographer

    • Try to capture expressions that reflect the interviewees feeling toward the media

    • Ask the interviewee to pose for you. Have some fun with it.

    • Pay attention to composition, lighting and framing. Make them interesting. Photography Assistant (1)(optional)

    • Carry extra batteries

Scout locations as soon as you arrive.

    • Make sure the "set" is dressed properly and change if needed.

    • Alter the lighting if needed.



Compilation

Notes

  • Review all the notes and sort down to the most relevant.

  • Group them by topic (not interviewee)

Photography

  • Review all the photography together and sort down to the most relevant.

  • Group them by topic (not interviewee)

  • Identify the ones that could be used as reference for journey maps.

  • Post Them for the entire team to reference during the design process.