Ethnographic Interviews:Interviewing and Observing Users

Project:Investigating Sakai 3 Capabilities to Support Learning Activities

Jacqueline Mai09/29/09

What is Ethnographic Interviewing?

• A type of qualitative research

• Combination of observation and one-on-one interviews

• Contextual inquiry is an ethnographic interviewing technique that we will use to gather user data for this project

Why Contextual Inquiry?

• Designers need to understand all the different patterns of behavior a product must address. Types of research involving groups (e.g., focus group), tend to drive to consensus, and thus are inappropriate.

• Self-reported behavior may be inaccurate. Observation is required to capture user behavior adequately.

• Interacting with users in context allows designers to ask questions about situations and behaviors they observe in real time.

Preparing for Interview

• Define target interviewee audience

– We’ve put together a matrix of user attributes that represents the range of diversity that we hope to cover: http://confluence.sakaiproject.org/display/UX/Ethnographic+Interviews+-+Interviewing+and+Observing+Users

– It’s recommended that 6 users are selected for each major role or type. What we’re hoping for is to have at least 12-18 distinct user profiles:

• 6-8 Activity Creators (Instructors, TAs, Instructional designers)

• 3-5 Activity Takers (Students)

• 3-5 Activity Evaluators (Instructors, TAs)

Preparing for Interview (cont’d)

• Recruit interviewees

– Using the user attributes defined at http://confluence.sakaiproject.org/display/UX/Ethnographic+Interviews+-+Interviewing+and+Observing+Users, a diverse set of user types can be developed. Different institutions participating in our user interview research project can then select those types of users that they think match real users they have access to.

– Add which user type(s) you anticipate on recruiting to the 2nd table at http://confluence.sakaiproject.org/display/UX/Ethnographic+Interviews+-+Interviewing+and+Observing+Users. We'd like to track which combinations of user attributes are accounted for and make sure there are no duplicates.

Preparing for Interview (cont’d)

• Assemble Interview Team

– Teams of 2 are ideal: one drives interview, other clarifies and takes extensive notes

– Discuss who will play what role

– Allow each dedicated team member to get experience as interviewer

– Do a practice run beforehand for 1st timer

Best Practices During the Interview

• Interview where the interaction happens

• Focus on goals 1st, tasks 2nd

• Avoid making user a designer

• Avoid discussion of technology

• Encourage storytelling

• Ask for show and tell

• Avoid leading the interviewee or proposing ideas

• Avoid fixed set of questions*

Best Practices to Keep in Mind

• Avoid fixed set of questions*– Useful to have types of questions in mind. Guiding questions available at:

• Instructor: http://confluence.sakaiproject.org/display/UX/Contextual+Inquiry+Guide+for+Instructors

• Student: http://confluence.sakaiproject.org/display/UX/ContextuaI+Inquiry+Guide+for+Students

• TA: http://confluence.sakaiproject.org/display/UX/ContextuaI+Inquiry+Guide+for+TAs

– Data from these questions are meant to help us to develop specific types of models. Types of data that we want to collect:

• Goals and motivations for the activity and workflow• When, why, and how an activity is performed • Problems and frustrations with the activity

Next Steps

• Assemble your interview team

• Identify potential interviewee candidates. Add to 2nd table located at http://confluence.sakaiproject.org/display/UX/Ethnographic+Interviews+-+Interviewing+and+Observing+Users with Status = ANTICIPATED.

• Attend next meeting

Thank you for your participation!

Questions