Customer Interviews for your company site – Analysis Basic

You’ve done the selection interviews – informative weren’t that they? It’s now time to put all the information which in your head down on paper, and pull all this together into a complete picture.

This article employs on from your previous article which provided tips on how to perform the selection interviews themselves. Below we give you some feasible techniques to apply whilst inspecting your selection interviews, helping form your benefits into anything tangible.

Style your findings into a liaison

After selection interviews you’ll find that you’ll lots of interesting thoughts and ideas jumping around the head, but quite possibly in zero clear structure. The effects will be better to understand and convey to others if they are bought into a very clear narration.

The simplest way to do this to get this done is to set everything upon paper and after that sift through the results to generate a final single story.

Post-it notes & a white colored board

5. Put all the concepts, creative ideas and conclusions you seen in each interview onto sticky notes (each point must be on its own note).
* Try to avoid long paragraphs as you’ll need to be able to quickly scan this and really know what it identifies, each sticky should just contain approximately 10 text.
* Twenty-four hours a day use brief quotes or simple summaries if that they sum up the finding very well.
* Add a number or an interviewee name towards the corner so that you can keep track where each sticky came from.
2. If you interviewed people coming from differing categories (for case in point new and returning customers) patterns will probably be easier to spot if you place a symbol on each of your post-it (or used color co-ordinated post-its) to show which in turn group that they belonged to.

After the selection interviews you’ll understand the common themes that seem through the selection interviews, so complete the post-its around and group them accordingly.

Take your time with this, you may find the original groupings transformation over time. This could be called a great ‘affinity diagram’. An advantage of using post-its is that completely illuminated the entirety of your effects at once, rather than seeing a tiny part over a screen at any one time. Viewing the ‘big picture’ will help you visualise what is going on more easily than attempting this visualisation in your mind alone. An additional is that post-its give you the flexibility to make additionally changes to the diagram if and when needed.

In case you are able to, do this on a bright white board. It has 2 advantages:

* You can draw bands around the categories, and add annotations where required.
* The post-its usually tend to stick and stay where you need them (rather than deciding to fall towards the floor at the most inopportune times).

Essentially you’re building a visual counsel (almost a mind map) of the consequence. Once it has the visualized, you will discover it’ll help to make a lot more impression.

Don’t forget for what reason you were conducting the interviews

The first content emphasized the requirement to have a specific goal when conducting the interviews:

“The aims of interviews should be discover:

2. Users’ goals and needs.
* Just how users complete tasks with your site (or would perform if features was available).
* What users believe the site gives them (and what more they will really want/need). ”

This may act as a helpful framework to use your conclusions, and should be remembered whilst conducting the analysis. But keep in mind that beauty of interviews is normally their flexibility so if you feel placing another solution focus on the results makes clear your results, you can do therefore.

Bounce your opinions off another individual

Stand in the front of your post-its and discuss your results through with someone (or several people). Encourage queries. You will not be competent to answer just about every question, however you will find just where gaps in your explanations happen to be. Talking throughout your findings can even help additional clarify your thoughts, and you’ll realize where the spaces are in your overall photo.

You may also locate bouncing recommendations off folks who didn’t show up at the selection interviews useful. Viewing the outcomes with someone with a varied perspective from your own can create ideas you might not have considered normally.

Take your time

There is the first couple of hours will be filled up with a madness of producing and grouping post-its, you must then rest on the end result. You will find the subconscious keeps on working on the problems, and you could well get you awake with even more ideas, or when getting a soak in a bath, or on the walk home… There will always be further pieces to add, and changes to be made to your affinity diagram.

Expanding your findings from selection interviews is like developing a photograph by hand. It takes as well as if you hurry through the process then the final result is much less it should be. Invest some time over the every single stage, you should been given a phenomenal amount info to method during the selection interviews, so ensure all relevant gets down and a clear overall message has the capacity to develop.


Once occur to be done it just leaves the ‘simple’ matter of:

* Making whatever improvements are was required to your site
* Producing gentes
* Checking out problems with your site
2. Directing new design concepts

another one for the thousands of problems interviews can feed incredibly useful data into . But these “small” challenges might be made easier knowing the hard work will pay for off come go live.

As mentioned in the previous document “interviews are an easy way to find complex information about your users”, remember more work is needed than expected to pull out those amazing results.