Transforming User Interviews into Improv Theater: Uncovering Hidden Needs 🎭

Effective user interviews can often feel like performances where both the interviewer and the interviewee are key players.

1. The Art of Improvisation 🚀

Steve Portigal emphasizes the importance of treating user interviews like an improv theater performance. This approach allows for fluid, natural conversations that lead to unexpected insights.

“The user interview is like an improvisation: you must be ready to pivot based on what comes up.”

Instead of following a rigid questionnaire, embrace the unpredictability of human conversation by actively listening and responding to participants' cues. For example, if a user shares a story about a frustrating experience with a product, delve deeper into that anecdote rather than sticking to predefined questions.

Example Application:

• Exercise: In your next user interview, start by asking an open-ended question like "Can you describe a typical day using our product?" Based on their response, follow up with probing questions that explore their needs and frustrations in real-time.

2. Building Rapport and Trust 📚

Portigal notes that establishing rapport is crucial for eliciting honest feedback. Trust fosters openness, allowing users to share deeper insights about their experiences and needs.

To build a connection, adopt a conversational tone and share a bit about yourself to make the participants feel more at ease.

Practical Tip:

• Technique: Use "warm-up" questions to initiate the conversation. Ask about their background, interests, or a non-work-related topic. This approach can transform your sessions from a simple Q&A into meaningful dialogues.

3. Uncovering Latent Needs 🔑

A vital goal of user interviews is to uncover latent needs—issues users might not even recognize themselves. According to Portigal, asking "why" multiple times can lead you to these hidden insights.

“Peeling back the layers of conversation takes practice but leads to the treasure of user needs.”

Example Application:

• Technique: Implement the 5 Whys Method. After a user expresses a need or issue, follow up with "Why does that matter?" This can reveal underlying motivations and concerns that users didn't initially recognize.

Role-Playing Scenarios:

• Role Play: If you're in a team setting, create role-playing scenarios where team members switch roles as user and interviewer. This practice can help you and your team explore different angles of user experiences and needs.

4. Creating a Flexible Interview Framework 🔄

A structured yet flexible interview framework allows you to adapt as the conversation evolves. While you should have key topics in place, be willing to pivot based on participants' responses.

Practical Tip:

• Framework Example:
  • Start with a warm-up question.
  • Transition into specific topics (e.g., product experience).
  • Leave room for tangents and do follow-ups based on interviewee insights.

By applying these principles from Steve Portigal's Interviewing Users, you can transform your approach to user interviews into a dynamic and insightful exploration of user needs. This theatrical approach not only enhances the experience for both parties but also deepens your understanding of the users you aim to serve.