User-centric? Why not sit down and do an in-depth user interview?
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"User-centric" is the consensus of Internet products, and traditional methods are often very effective in understanding user needs. "In-depth user interviews" means chatting with typical target users in plain words. It is the most direct way to establish connections with users and understand their needs. This article will take you into the door of deep user access and help you solve all your confusion. 1. What is user in-depth interview? User in-depth interviews are unstructured, direct, one-to-one interviews. During the interview, investigators who have mastered advanced interviewing skills will conduct in-depth interviews with the respondents to reveal their underlying motivations, attitudes, emotions, and behavioral purposes on a certain issue. 2. Why do we need to conduct in-depth user interviews? 1. Verify the feasibility of the initial product plan by deeply understanding the real needs of users, confirm the advantages and disadvantages of the initial plan, and avoid subjective assumptions; 2. Explore the potential needs of users; 3. Better identify user needs, user pain points, target users, and product positioning to improve the feasibility of products and activity plans. 3. How can we lower the cost of each in-depth user visit? More value? More efficient? This is the focus and difficulty of this article, which will be explained one by one below. (1) Clarify the purpose and needs of the in-depth interview: The core purpose of conducting this interview must be clearly stated. Before I did the interview, my partner and I first added and then subtracted, sorting out the points we needed to know one by one. We were working on an oral English project at the time, and the dimensions that could be used as references include: learning interests, duration, hobbies, range of tuition expenses to be borne, desired learning mode, etc., which needed to directly address the common needs of both you and your users. (2) Screening of representative visiting users: Each product has more than 10,000 users. It is impossible for us to visit every user, which will only increase our costs. Therefore, it is particularly important to reduce access costs and improve deep access efficiency. As a one-to-one oral video product, we targeted a user group between the ages of 18 and 30. Although there was only a 12-year gap, there were differences you couldn’t imagine, so we had to segment the product in representative dimensions. Here are the main dimensions we used for reference at the time for screening: (3) Issues that should be noted when conducting interviews: 1. Be well prepared. Know the outline of the interview thoroughly; do you understand the background, age, interests and hobbies of the interviewees? 2. The order of the content discussed can be adjusted according to the situation. Do not ignore other questions just because the user’s answer to one question involves another. 3. Control the time, correct the off-topic situation, and try to keep a high-quality interview to about 30 minutes. In-depth interviews encourage free expression, so it is easy for the interviewee to go off topic. If you find that the interviewee has gone off topic, you must lead him back to the topic and never interrupt him directly. 4. The answer should be clear. This is similar to open-ended questions in a questionnaire survey. Specific information points and specific tendencies must be obtained for all questions. 5. Create a relaxed, pleasant and friendly atmosphere so that the interviewees feel comfortable and free to speak freely. Design a good way of asking questions for some sensitive issues. 6. Pay attention to the user’s body language. During the interview, I encountered such a user, who was 18 years old, male, and a senior high school student. He spoke very little from the beginning of the interview, and his responses to my questions were simply perfunctory. He had basically no intention of having an in-depth conversation with me. I think awkwardness might be a way people of this age react to society, and his arms folded across his chest also reflect a certain psychological state of his. This body language can be interpreted as a closed mind. Anthropologist Ray Birdwhistell once discovered that in a face-to-face communication, the amount of information conveyed by language accounts for less than 35% of the total information, and the remaining more than 65% of the information is completed through non-verbal communication, that is, body language. Therefore, in the process of communicating with users, observing body language is a very important means to gain a deep understanding of users. When faced with the performance of an 18-year-old senior high school student, you should find a way to make him relax, which will help you get more information during the conversation. (4) Questioning skills: The important role of asking questions is to attract the interviewee's attention, provide a set direction for the interviewee's thinking, obtain the information you want and content you don't understand, convey your own feelings, cause the other party to think, control the direction of the interview, and make the topic stick to the theme. 1. Types of questions: Closed questions: questions that elicit affirmative or negative responses within a certain range. This type of questioning can obtain specific information, and generally the interviewee does not need too much thinking time or effort to answer. Of course, asking questions will create a certain amount of pressure. Open-ended questions: can elicit a wide range of questions across a wide range of areas. These questions usually cannot be answered with simple words like "yes" or "no". For example: What is your impression of our company? Since open-ended questions do not limit the scope of responses, respondents can use any language and questioners can obtain a wide range of information. Indirect questioning : When it comes to some sensitive issues, use a tactful tone or wording to ask questions. This can avoid embarrassment and achieve your goal at the same time (such as products for both men and women). Clarification interview : A type of question that repeats the other party's answer so that the other party can confirm or supplement the original answer. For example: You just said that you used 51talk before, so are you using it now? Guided visit: A visit with strong suggestiveness, mainly to guide users step by step to solve the problem. This question is suitable for guiding users back to the main topic after going off-topic. 2. When to ask questions a. Ask questions after the interviewee has spoken. Do not interrupt the interviewee while he or she is speaking, even if he or she is off-topic, because interrupting others is impolite and can easily cause resentment. When the interviewee is speaking, we should take notes carefully and must not ignore some of the language just because we think we understand and can remember it. b. Ask questions when the interviewee pauses or takes a break from speaking. The main purpose is to provide timely corrections when speeches go off topic or are too trivial. 3. Other points to note when asking questions: a. Pay attention to the speed of asking questions. Do not speak too fast or too slow when asking questions. Keep your speaking speed just right when reporting work to your leader. b. Pay attention to the interviewee's mood changes, and ask different questions according to the interviewee's state of mind at that time. Key questions should be asked during the interview's excitement period. c. The time to give an answer after asking a question. Try to maintain the continuity of questions and take into account the logical relationship between questions. You can't be inconsistent and leave the person being asked confused. 4. After the User Interview After the interview, the interview minutes need to be organized in a timely manner and output to the demand party. If the interview report is written and output to the demand side during the product R&D and design process, it may be slow, so a timely user research meeting to communicate and feedback the user's ideas is a good choice. Of course, if it is a product that has been launched, and it is not very urgent, the report is still more formal and necessary. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @杨亚超 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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