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Listen to the full interview at www.33voices.com/steve-portigal/audio Steve Portigal is the author of the Rosenfeld Media book, Interviewing Users, and is the founder of Portigal Consulting, a bite-sized firm that helps clients to discover and act on new insights about themselves and their customers. Over the course of his career, he has interviewed hundreds of people, including families eating breakfast, hotel maintenance staff, architects, rock musicians, home-automation enthusiasts, credit-default swap traders, and radiologists. His work has informed the development of mobile devices, medical information systems, music gear, wine packaging, financial services, corporate intranets, videoconferencing systems, and iPod accessories. Steve speaks regularly at corporate events and conferences such as CHI, IxDA, Lift, SXSW, UIE, UPA, UX Australia, UX Hong Kong, UX Lisbon, and WebVisions. His articles about culture, design, innovation and interviewing users have been published in interactions, Core77, Ambidextrous and Johnny Holland.
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@33voices
intelligent insights to advance your business and life
Interviewing
Users
The following represents 10 highlights from the interview by @MoeAbdou,
founder & host of 33voices®.
Steve PortigalFounder of Portigal Consulting,
a bite-sized firm that helps clients to discover and act
on new insights about them-selves and their customers.
@StevePortigal
Stream interview Watch videoWatch videoNo.1
To become a truly user centric company,
you must never stop asking:
Stream interview Watch videoWatch videoNo.1
To become a truly user centric company,
you must never stop asking:
Do we still understand the problem we’re trying to solve?
Stream interview Watch videoWatch videoNo.1
To become a truly user centric company,
you must never stop asking:
How is our product doing at addressing that?
Stream interview Watch videoWatch videoNo.2
It’s wise to approach any usability or consumer studies with a beginner’s mind.
let your vision inspire the company,and your humility contribute to its progress.
Stream interview Watch videoWatch videoNo.3
When interviewing users, it’s the context that leads to more targeted insights.
Stream interview Watch videoWatch videoNo.4
When conducting face to face user interviews;
Quality trumps quantity.
8-10 great interviewswill begin to unveil consistent patterns.
Stream interview Watch videoWatch videoNo.4
When conducting face to face user interviews;
Quality trumps quantity.
8-10 great interviewswill begin to unveil consistent patterns.
33voicesSteve Portigal - Quality Trumps Quantity
Stream interview Watch videoWatch videoNo.5
You’ll know when you’ve asked
a great question,because the conversation will just flow.
Stream interview Watch videoWatch videoNo.6
Before engaging deeply in user interviews,
be aware of the confirmation bias. Instead of asking, “do you like this product?” try asking,“What do you think of this?”
Stream interview Watch videoWatch videoNo.7
Smart interviewers create space for stories to emerge. The moment the participant shifts from short answers to stories,
is the tipping point in an interview.
Stream interview Watch videoWatch videoNo.8
Usability studies and consumer insights will always be a work in progress.they trigger small iterations that when acted upon
turn into bigger innovations.
Stream interview Watch videoWatch videoNo.9
To stimulate creativity, every time you learn something new, ask,
“how might we act on this?”
Stream interview Watch videoWatch videoNo.10
Try this question at the end of your interview: “Is there anything we didn’t think to ask
that you want to tell us?”
Really reflect...
What’s the one question that you consistently ask your customers to get useful insights?
Really reflect...
