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Interactive Arts and Technology
Course Code
IAT 334
Wolfgang Stuerzlinger

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WK 5 Readings
Sunday, February 3, 2019 1:05 AM
Learn From Users & Humanize Your Process (Chapter 6/7) of Design for Real
Chapter 6: Learn from Users
Listen to users
Portigals advice includes:
Remember that being interviewed isn’t easy. It’s unnatural to have someone record what
you say and do.
Open the interview. Say something like, “So, to start out,” and ask the participant to tell
you about themselves or their job. This gets them into the mode of answering questions.
Ask basic questions, even when you already know the answer. When you present yourself
as the novice, it invites the interviewee to be the expert—making it less likely they’ll skip
over information or make assumptions about what you need to know.
Be careful about talking about yourself. While connecting with an interviewee is a
wonderful thing, avoid sharing your own opinions and experiences. The interview isn’t
about you.
Let silence happen. Its tempting to jump in too quickly when a user doesn’t answer right
away, or answers but doesnt go into detail. The extra pause can give them enough time
to open up or flesh out ananswer.
Portigal arranges his into three categories:
Questions that gather context and collect details, such as asking about sequence
(Can you describe a typical workday?”) or specific examples (“What was the last
movie you streamed?).
Questions that probe whats been unsaid,such as asking for clarification, asking
why, or asking the interviewee to explain a system as if they were teaching it to a
Questions that create contrasts in order to uncover frameworks and mental
models,such as comparing processes or approaches (Whats the difference
between sending your response by fax, mail, or email?).
Chapter 7: Humanize Your Process
User Journey Maps
The lens:which persona(s) youre mapping, and what their scenariois
Touchpoints:moments where your user interacts with your organization
Channels:where those interactions happenonline, over the phone, orelsewhere
Actions: what people are doing to meet their needs
Thoughts:how people frame their experience and define their expectations
Feelings:the emotions people have along their journeyincluding both highs
Take time to document where the real life experience doesnt stack up:
Pain points: places where you know from research or analytics that users are
currently getting hung up and have to ask questions, or are likely to abandon the
site or app.
Broken flows:places where the transition between touchpoints, or through a
specific interaction on a site (like a form), isnt workingcorrectly.
Content gaps: places where a user needs a specific piece of content, but you dont
have itor its not in the right place at the right time.
Caroline Jarret's question protocol ensures every piece of info you ask of a user is
intentional and appropriate by asking:
Who within your organization uses the answer
What they use them for
Whether an answer is required or optional
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