What phase of the interview when the interviewer ensures clients privacy?
10User Interviews: How, When, and Why to Conduct Them Summary: User interviews have become a popular technique for getting user feedback, mainly because they are fast and easy. Use them to learn about users’ perceptions of your design, not about its usability. By Kara Pernice on 2018-10-07 October 7, 2018 Topics: A user interview is a UX research method during which a researcher asks one user questions about a topic of interest (e.g., use of a system, behaviors and habits) with the goal of learning about that topic. Unlike focus groups, which involve multiple users at the same time, user interviews are one-on-one sessions (although occasionally several facilitators may take turns asking questions). UX Interviews tend to be a quick and easy way to collect user data, so they are often used, especially in Lean and Agile environments. They are closely related to journalistic interviews and to the somewhat narrower and more formal HCI method called the critical incident technique, which was introduced in 1954 by John Flanagan. Although you may feel that doing a UX user interview is simple and straightforward, there is more to a good interview than many people realize. Here, I distill some of the best practices. Why Do User Interviews?Interviews give insights into what users think about a site, an application, a product, or a process. They can point out what site content is memorable, what people feel is important on the site, and what ideas for improvement they may have. They can be done in a variety of situations:
How to Do a User InterviewFirst and foremost, think of an interview as a type of research study, not a sales session or an informal conversation. Then, use the following tips to make your interviews most effective. Set a goal for the interview.Ask product stakeholders what they want to learn. From their desires, determine the main goal, ensuring that it’s realistic. Too broad of a goal, like learn about users, is a likely to make interviews fail, because it will not focus your questions in a direction relevant to your design needs. A concise, concrete goal related to a specific aspect of the users’ behavior or attitudes can bring the team to consensus, and direct how you’ll construct the interview. Examples of good interview goals: How do nurses feel about logging medical data, and what are the processes they believe they use? Learn how architects share CAD drawings with engineers, and where they feel there are challenges and opportunities. Find out how bicycle couriers get the best route directions, and what they feel works well, where they think there are issues, and how they think things could be improved. Make the user feel as comfortable as possible. Create a rapport with the user.People are more likely to remember, talk, and let their guard down if they feel relaxed and trust the interviewer and the process. Here are some tips for an effective interview.
Keep in mind that there’s a big difference between rapport and friendship. The user does not have to really like you, think you’re funny, or want to invite you out for a cup of coffee in order to trust you enough to be interviewed. Prepare questions before the interview.While you will likely think of questions while sitting with the user, do bring to the interview a list of questions you aim to have answered. A question list ensures that you will:
Anticipate different responses, and construct followup questions based on your research goals.Of course, the whole reason you are doing interviews is because you don’t already know or feel completely confident about what people will say. Yet, anticipating answers to the best of your ability can help you better prepare for the interview. Think about what you would do if you hit a dead end — in other words, if the user did not have a response for your question. Are there ways in which you can help the user to find an answer? For example, imagine you are working on a new travel website, and that a participant was recruited because she has booked travel online within the last 6 months. Let’s pretend that some of the research goals of the interview are:
To begin, ask users if they can recall a time when they booked travel. Prepare additional questions in case they can’t remember a relevant event right away. See the image below for a possible flow addressing that situation. Examples of how two different people might respond to the same question followup questions (in grey boxes) that the interviewer may ask to get to the same place.Write dialog-provoking interview questions.
For example, imagine the interviewer is a doctor who wants to know the last time a patient had an asthma attack. She reviewed the patent’s history and anticipated some questions. An interview might go like the one in the image below. Example questions (in grey boxes) that a doctor might ask to learn about how a patient’s asthma attacks were triggered.
Avoid leading, closed, or vague questions.Ideally, your questions should elicit rich, unbiased answers from the interviewee.
A caveat: while closed questions are less likely to elicit wordy answers, they are easier for users than open-ended questions. Sometimes, you can precede an open-ended question with a closed one to ease the user into a topic or protect users from feeling stupid when they don’t remember an event. For example:
(This type of question sequence is okay during a user interview, but is less appropriate in a usability test, where we want to limit interaction with the user as much as possible.) Vague, ambiguous questions are difficult to understand and often confuse participants. They can also make people feel uncomfortable or guilty for not understanding what you mean. To figure out if a question is too vague, consider informally testing it with random people to see if they understand what you mean. Prepare more questions than you believe you will have time to ask.Some participants like to talk and give very long answers to questions. Others need prompting in the form of followup questions to deliver the same amount of information. Be ready to address both situations. Practice your go-to followup questions.Have at the ready some clear phrases to prompt users to elaborate an answer. I have used: These questions can be used in virtually any situation.Locations for InterviewsUser interviews can be conducted in many different locations — at the user’s site, in a controlled environment like a lab, or remotely, using online-meeting tools. Consider these factors when choosing locations:
Interviews vs. Usability Tests
Some researchers confuse the user-interview method with the usability-testing method. While the methods do have some commonalities and a user-testing session may include an interview at the end, the differences are many and important. Some of these differences are summarized in the table below. Differences Between User Interviews and Usability Tests
Interview Usability Test A design (early sketch, prototype, or working software) is necessary for the study. No It’s possible to ask questions in the absence of any design.
Yes In a usability test, users interact with the design.
User data is behavioral. No Yes (Some) data is self-reported. Yes Yes In a user test, researchers base their findings not only on what people do, but also on what people say. The participant must talk a lot to for the research to be effective. Yes No Facilitators/interviewers maintain normal eye contact with the user, as they would in any conversation. Yes No Facilitator creates a somewhat strong rapport with the participant. Yes No What You’ll LearnBefore you do a user interview, consider what it is that you want to learn, then choose your research method. To help decide between an interview and a usability test, refer to the table below. Types of Things Learned in Interviews vs. Usability Tests
Interview Usability Test Whether a design is easy to use No Yes What makes a design easy or difficult No Yes Whether people believe they would use a design Yes Yes Whether people would use a design Maybe Maybe Note that neither user interviews nor usability tests are guaranteed to tell you whether people will actually use a design. Asking users “Would you use this?” prompts them to rationalize their answer and potentially ignore certain aspects of the reality that are likely to affect their behavior but may go against their response. And a usability test encourages participants to engage with a design more than they might normally do (as they complete different tasks); in doing so, they may discover features or qualities that can ultimately affect their willingness to use the design. A word of advice: don’t choose to do an interview just because you don’t know how to do a usability test or because you can’t stay silent while a participant uses a design. Almost anyone can [learn how to] do a usability test. Limitations of InterviewsUnlike behavioral data that captures how participants interact with a design, data from interviews is self-reported — it reflects users’ perceptions and feelings about a process, a site, or an interaction. Like any self-reported data (included that from focus groups and surveys), interview data is tenuous because:
ConclusionInterviews are a quick and easy way to get a sense of how users feel, think, and what they perceive to be true. Do them, but complement them with observation-based research to attain an accurate and thorough sense of what users really do and a higher feeling of confidence with the information you collect. Learn more: User Interviews, Advanced techniques to uncover values, motivations, and desires, a full-day course at the UX Conference. ReferenceFlanagan, John C. (1954). The Critical Incident Technique. Psychological Bulletin. 51(4), 327-358. http://dx.doi.org/10.1037/h0061470
About the Author Kara Pernice is Senior Vice President at Nielsen Norman Group. She began pioneering UX research methods in the early 1990's, and continues to evolve user-centered processes to best collaborate with organizations. She helps to improve their UX strategy, increase their UX maturity, and create experiences that are useful, engaging, and surpass business goals. Kara is the creator of NN/g's Intranet Design Annual and UX Certification Program. Subscribe to our Alertbox E-Mail Newsletter: The latest articles about interface usability, website design, and UX research from the Nielsen Norman Group. What phase of the interview when the interviewer ensures client's privacy?Introductory Phase
The nurse also makes sure that the client is comfortable (physically and emotionally) and has privacy. It is also essential for the nurse to develop trust and rapport at this point in the interview.
What are the 5 stages of an interview?Interviews are typically broken down into these 5 stages:. Introductions.. Small Talk.. Information Gathering.. Question/Answer.. Wrapping Up.. What are the phases of interview?Stages of the Interview. STAGE 1: Introduction. Lasting approximately two to three minutes, you are meeting the interviewers and being escorted to the interview room. ... . STAGE 2: Q&A. ... . STAGE 3: Your Questions. ... . STAGE 4: Closing.. What are the 7 stages of client interviewing?Seven Steps to Interviewing Success. Step 1 – Enthusiasm. ... . Step 2- Reasons for Pursuing the Opportunity. ... . Step 3 – Ask Good Questions. ... . Step 4 – Discussing Your Qualifications. ... . Step 5 – Advancement Potential. ... . Step 6 – Salary and Benefits. ... . Step 7 – Ending the Interview.. |