Customer Interviews for your site — Analysis Simple

You’ve executed the selection interviews – enlightening weren’t they? It’s now time to put the only thing that information absolutely in your head down on paper, and pull everything together right into a complete picture.

This article ensues on from our previous content which offered tips on how to conduct the interviews themselves. Below we give you some feasible techniques to apply whilst studying your interviews, helping mold your benefits into a thing tangible.

Style your findings into a fréquentation

After interviews you’ll find that get lots of interesting thoughts and ideas moving around the head, but more than likely in not any clear framework. The outcomes will be easier to understand and convey in front of large audiences if they are bought into a obvious narration.

The best way to do this to achieve this is to set everything upon paper then sift through the results to create a final unified story.

Post-it notes & a white colored board

* Put all the concepts, thoughts and studies you seen in each interview onto post-it notes (each point should be on its own note).
* Stay away from long content as you’ve got to be able to quickly scan it and really know what it identifies, each post-it should only contain approximately 10 thoughts.
* Please use brief quotes or simple summaries if they will sum up the finding very well.
* Add a number or perhaps an interviewee name towards the corner so that you can keep track in which each sticky came from.
* If you interviewed people out of differing organizations (for example new and returning customers) patterns will be easier to area if you place a symbol to each post-it (or used colour co-ordinated post-its) to show which group they will belonged to.

After the interviews you’ll know the dimensions of the common topics that show up through the selection interviews, so move the post-its around and group all of them accordingly.

Take your time with this, you may find the original groupings adjust over time. This can be called an ‘affinity diagram’. An advantage of using post-its is that you can observe the entirety of your outcomes at once, instead of seeing a tiny part on the screen at any one time. Discovering the ‘big picture’ will assist you to visualise what is going on more easily than attempting this visualisation in your mind alone. Another advantage is that post-its give you the versatility to make additional changes to the diagram whenever needed.

In case you are able to, do that on a white colored board. This has 2 positive aspects:

* It truly is feasible draw wedding rings around the organizations, and add annotations where needed.
* The post-its are likely to stick and stay where you need these people (rather than deciding to fall for the floor at most inopportune times).

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

Don’t forget why you were conducting the interviews

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

“The aims of interviews are to discover:

2. Users’ needs and goals.
* How users finish tasks with your site (or would do if features was available).
* What users think the site gives them (and what more that they really want/need). ”

This may act as a good framework to work with your studies, and should be remembered although conducting the analysis. Although keep in mind that the advantage of interviews is definitely their overall flexibility so if you truly feel placing another solution focus on the results clarifies your conclusions, you can do so.

Bounce your opinions off other people

Stand in front of your post-its and speak your studies through with someone (or several people). Encourage questions. You will not be capable to answer every question, however, you will find where gaps within your explanations are. Talking through your findings can even help additional clarify your opinions, and you’ll understand where the gaps are in the overall picture.

You may also get bouncing strategies off people that didn’t go to the interviews useful. Observing the effects with someone with a distinct perspective from your own can make ideas do not have considered in any other case.

Take your time

You will find the first couple of several hours will be filled up with a frenzy of producing and grouping post-its, you should then sleep on the consequence. You will find the subconscious help keep on working on the problems, and you may well discover you arise with additionally ideas, or perhaps when choosing a soak within a bath, or on the walk home… There always exists further portions to add, and changes to be created to your affinity diagram.

Expanding your findings from interviews is like designing a photograph manually ,. It takes some if you speed through the procedure then the effect is less it should be. Invest some time over the every single stage, you will get been given an outstanding amount of information to method during the interviews, so ensure all kinds of things relevant gets down and a clear overall message will be able to develop.


Once most likely done it just leaves the ‘simple’ matter of:

* Producing whatever adjustments are wanted to your site
* Producing gentes
* Diagnosing problems with your current site
* Directing new design concepts

another one with the thousands of complications interviews can easily feed amazingly useful facts into . But these “small” complications might be made easier knowing the hard work pays off come go live.

As mentioned in the previous article “interviews are a good way to find complex information about your users”, just remember that more attempt is needed than expected to pull out those brilliant results.