classdeckandneedfinding.ppt - stanford university · 2007. 7. 25. · anatomy gdtgrand tour this...

OxoOxo Good G iGrips

What are Needs?

Needs ≠ Solutions

(verbs) (nouns)

What are Needs?Different Kinds of Needs

Common Needs of nearly everyone

Context Needs of people in the same situation

Activity Needs of people in the same situation who want to do the same thing

Qualifier Needs of people in the same situation who want to do the same thing in the same way

What is Need Finding?g

Need Finding ≠ Bug Listing

Explicit needs can hide insightful implicit

needseeds

Observation

Anatomy

A t f I t i

y

Anatomy of an Interview

Most interviews follow the following sequence:

Introduction

Kickoff

Build Rapport

Grand TourGrand Tour

Reflection

Wrap-UpWrap-Up

Anatomy

A t f St

y

Anatomy of a Story

Memorable stories typically Climax

Denouementyp yembody this structure

Rising Action

Introduction

Rising Action

time

Anatomy

A t f I t i

y

ClimaxDenouement

Anatomy of an Interview

The Ethnographic Interview

ReflectionGrand Tour

Rising Action

g pshares this structure

Wrap-UpBuild Rapport

Introduction

Rising Action

KickoffIntro

Build Rapport

time

Anatomy

I t d ti

y

Introduction

Establish an interview


Establish an interview partnership


KickoffIntro

Build Rapport

time

Anatomy

I t d ti

y

Introduction

The informant may be confused as to exactly what isThe informant may be confused as to exactly what is happening.

Be direct — “Why don’t we sit down here?” put themBe direct Why don t we sit down here? , put them at ease.

Find a good place for the interview — if possibleFind a good place for the interview if possible arrange comfortable seating, adequate lighting, and a low noise - traffic location.

Anatomy

I t d ti

y

Introduction

Describe your purposeDescribe your purpose“We’re going to explore how decisions get made in the Emergency Room.”

Outline the interview “We’re going to spend the day with you. We’ll be

t hi h th i ti k d l twatching how the organization works, and later ask you and your staff some questions”.

Anatomy

I t d ti

y

Introduction

Let them know that their knowledge is importantLet them know that their knowledge is important "I've never been a waiter. It looks pretty hard to keep all your customers happy. Can you help me understand how you do it”.

Anatomy

Ki k ff

y

Kickoff

Shift the focus to them by


Shift the focus to them byintroducing themselves and their lives


KickoffIntro

Build Rapport

time

Anatomy

Ki k ff

y

Kickoff

At the end of your introduction make a clear transitionAt the end of your introduction, make a clear transition over to them:

“So maybe the best place to start is to have you introduce yourselves and tell us a bit about the band…”

Clarify with lots of follow-up questions. This section helps to get the respondent talking and feeling at ease.

Anatomy

B ild R t

y

Build Rapport

Most of your time will be


Most of your time will be spent making a connection


KickoffIntro

Build Rapport

time

Anatomy

B ild R t

y

Build Rapport

Informants may be defensive initially providing onlyInformants may be defensive initially, providing only short answers “Oh you know...normal stuff. Just like everyone else. No big deal”. Be patient. Continue asking descriptive questions to build their confidenceasking descriptive questions to build their confidence and trust.

Reassure the informant that they are doing okay — “I don’t know...is this the kind of thing you want to k ?” T ll th “Ab l t l tl h t d”know?” Tell them “Absolutely, exactly what we need”.

Anatomy

G d T

y

Grand Tour

Explore the details of


Explore the details of their world both physical and mental


Look for critical issues and disconnects

KickoffIntro

Build Rapport

time

Anatomy

G d T

y

Grand Tour

This may be a walk around a bedroom factory orThis may be a walk around a bedroom, factory, or mobile phone.

There is incredible detail in the Grand Tour includingThere is incredible detail in the Grand Tour, including things you would never think to ask “Tell me about the picture in your battery door”.

Ask your informant to act out interactions or open up hiddhidden areas.

Anatomy

R fl ti

y

Reflection

Take a break and review


Take a break and review what you have learned, then encourage personal insights and


personal insights and discussions of why

KickoffIntro

Build Rapport

time

Anatomy

R fl ti

y

Reflection

After you have spent a good deal of time with theAfter you have spent a good deal of time with the informant, they may be more able to offer up personal insights, describe their plans, dreams, passions etcpassions, etc.

It’s okay here to offer theories about the informant forIt s okay here to offer theories about the informant for their evaluation or to ask the informant to generate their own theories

Anatomy

W U

y

Wrap-Up

Amazing things


Amazing things happen when the interview is over


KickoffIntro

Build Rapport

time

Anatomy

W U

y

Wrap-Up

At the end of the allotted time thank them and tellAt the end of the allotted time, thank them and tell them how helpful they have been. Ask them for any final thoughts, or if they have any questions for you.

The notion that the interview is over often jars loose a lot of comments thoughts and insights Keep thelot of comments, thoughts, and insights. Keep the camera/tape recorder rolling.

Team Time

classdeckandneedfinding.ppt - stanford university · 2007. 7. 25. · anatomy gdtgrand tour this...

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