Insight into people's minds (1): It is more important to master principles.
I have bought this book for some time. When I first read it, I found that different industries really have different requirements for interviews, but some principles are the same. These similarities, that is, the main principles in the consultation interview, are extracted and shared with you.
Principle 1: building trust.
This is very important in any interview and consultation. How to establish a good trust relationship quickly is the premise of all interviews. Building trust quickly requires the comprehensive quality of the interviewer, not only a strong professional background and good communication skills, but also the ability to deal with various problems and situations at random.
The book talks about some methods: such as emptying yourself, getting ready and paying attention to social etiquette, which are very necessary. Personally, I found in my practical work that building trust is a process of constant adjustment and improvement. Being able to break the deadlock at the beginning and accept the various States of the interviewee is the basic skill. There are also some examples in the book. At first, the interviewees were very resistant, but finally they were solved slowly and invited to dinner. These are relatively successful cases, which need constant practice and training.
Second: * * *
* * * Emotion is a proper term in the field of psychological counseling. It is not used in general user interviews, but in fact * * * emotions are used in all types of interviews. For example, if you want to stay focused, you need to learn to listen to the interviewee's language, pay attention to being consistent with the interviewee's body language, and even use the interviewee's language repeatedly. To put it bluntly, you have to stay on the same frequency as the interviewee. What I shared with my colleagues is: follow them first, then take them with you. Only when you are on the same frequency with them can the other party feel that you are trustworthy, that you can help me and bring me benefits, and that you can take them in the direction you want, otherwise it will be difficult. * * * Love is another basic skill in the interview.
Third: take visitors as the center.
Taking visitors as the center is the core of everything. As long as this is the principle, you can really make the interviewee trust you, you keep the same frequency with them, you get the information you want, and finally bring them out. It is also mentioned in this book that you have to accept each other's worldview, assuming that they are correct, and you don't have to let them accept your worldview. These principles are a good starting point. As long as we keep a relatively objective state and don't judge the visitors, we can really get closer to each other. Of course, this is very difficult. No analysis and no evaluation is the highest criterion, because there is right and wrong behind every analysis and evaluation, especially in the field of psychological counseling and interviews.
Generally speaking, if you master the above three principles, you won't do badly in any interview. Nevertheless, this is a job that must be practiced and practiced constantly.
Generally speaking, this book is worth reading for non-psychology majors. Practice according to the above method, and you will get something. It's okay to look at it!
Insight into people's minds (II): A Collection of User Studies
The word "user research" has been full of topics since Steve Jobs said when he launched the first generation iPhone that "users don't know what they want, and we need to guide them". Especially in the design industry, some people insist that "design is for people", while others think that designers should guide users rather than cater to their tastes. However, in any case, user research is still an essential part of a product from the brainstorming stage to the final formation. Otherwise, not many Internet companies will set up their own UED(User-Experience-Design) departments.
All this is just to illustrate the necessity of user research in design. As a design practitioner, the ability of user research is naturally necessary, but as far as domestic design education is concerned, there is no systematic user research course. The knowledge we come into contact with is also scattered and very fragmented. I am surprised by the insight into people's minds. There is a fairly mature theoretical system of user interviews abroad. Why can't these mature methods be introduced into China? I want to give the translator a good evaluation here.
In the process of reading, I will find that there are so many doorways in the original user interview process? (Laughter) Not only did we simply get the results we wanted, but we also learned from the process what the users wanted to express-these ideas may not be directly told by the respondents, but we need to extract them from the users' words and deeds. In addition, in addition to research skills, the way of user research also provides us with more possibilities to obtain useful information and updates my understanding of user interviews.
Last but not least, this book is very suitable for design practitioners, but by no means limited to designers. Any industry, any position, when you finish reading this book, you may have a clearer understanding of user research.
Insight into people's minds (3): The book is very thin, but it is wonderful.
Before I read "Insight into the Heart: The Secret of User Interview Success", my expectation for this book is a book of pure psychological theory, which will tell me the thoughts of my communication partner at every moment, or at the moment, judge whether I am a fellow traveler by evaluating my communication partner's thoughts, and then take actions of same-sex repulsion and opposite-sex attraction on the basis of judgment. However, when I received the book from the courier, my expectations were completely "bankrupt". Because it is not a theoretical sermon, but a practical script.
Borrowing the words of thanks at the beginning of this book, the author thanks his kind and honest mother, who taught the author how to ask questions. I want to make sentences with this. I sincerely thank the author of this book, because the author taught me to act. It takes more courage and confidence to stand up and do it than to sit and talk about it.
An interview is very different from a daily chat. The key to the interview is how to talk, what to talk about, when to talk about it and where to talk about it. Simply put, it is to solve 5W 1H, but chatting seems to have no other use except killing free time or life. It is mentioned in the book that an interview, no matter what the project is, needs to do a lot of preparatory work creatively, master the corresponding skills, and give full play to the understanding and creativity of directors and actors under the prescribed script. Specifically, such skills include, but are not limited to, showing customers a certain behavior, a naturally occurring behavior or task, using concise schematic diagrams, and even classifying and refining interview results. Compared with before, I didn't realize the important influence of such skills on the interview results. After reading this book, I found that participatory observation is so important. As long as you fully integrate yourself into the preparation, implementation and summary of the interview, you can see the cocoon and make a judgment.
It is also extremely important to assign the roles of the field team before departure. In front of the interviewee, we show the whole, the team, not the individual or the part that goes its own way. Combined with my previous practice, I obviously found my own shortcomings in this respect. I thought that what was deeply rooted in my mind was also deeply rooted in my colleagues and even the interviewees. If so, why waste time communicating and communicating? All I have to do is close the office door, light the lamp on the desk and write for a few hours. Isn't everything all right?
However, even if we have a perfect plan and a clear division of labor, we will still find that the situation is not in line with our expectations or even confused during field research or interviews. In this regard, we really need to learn one or two things for ourselves from the insight of people: the secret of successful user interviews. For example, don't identify yourself as an expert, but identify the interviewee as an expert. Don't take it for granted that the answer is this or that, but listen to relatively comprehensive and specific answers with open questions, and then correct your understanding, improve your style of work and strengthen your actions. One more thing to note. In fact, I have always thought so subconsciously, but I haven't confirmed it. This is a daily - happened thing. Before a good idea broke out, we all had sparks, but they were all denied by terrible reasons. What I want to say is that I firmly believe that an interview is different from a conversation. Although we need to use a relaxed tone, our purpose is interaction, not simply putting ourselves in the role of preacher or listener.
There is also a phenomenon that is easily overlooked, that is, when we think the conclusion is full, we should think about time management and end the interview in a hurry, but often in the last few minutes, in the words of the book, it is the door handle phenomenon. With the end of the conversation, the interviewee will express his true thoughts, so what we have to do is not to stop recording, and stop recording effectively before going out!
After reading this book, I have a lot of inner feelings, but the most important thing is to integrate theory with practice, test the authenticity of these theories with practice, and become a man of insight who is both book-oriented and practical.
Insight into people's minds (IV): A book worthy of quiet study.
After user interviews, I have a deeper feeling about this book. User interviews are not for everyone. It is not our usual conversation, but it is orderly and logical, and needs to be carried out in a certain order and step. Moreover, it is very professional and requires excellent professional quality and ability to achieve good interview results.
Insight into people's hearts: the secret of successful user interviews is a highly professional book, suitable for beginners and people from all walks of life. The book has its own unique insights from basic interview knowledge to professional interview skills. It explains every step of the interview in detail by combining theory with practice, which makes this book not only boring, but also fascinating.
I am lucky to be able to buy this book to read. By reading this book, I was inspired a lot, such as:
In the early stage of the interview, we need to clear our minds, so as to maintain a neutral attitude and treat every answer of users objectively. At the same time, we also need to keep a low profile, remain humble and give the interviewee enough respect. When doing interviews before, I just neglected to interview with an objective and neutral attitude, expecting interviews and interfering with interviews too much. After reading this book, I realized that I had made so many mistakes.
In the interview, I never thought there were so many interview skills and methods before. The power of silence is my deepest. There are unpredictable situations in the interview, and sometimes embarrassment is inevitable. Overcome embarrassment with silence, guide the other party to talk more, get the topic back on track, and avoid rigidity.
There are many basic knowledge, specialties and dry goods introduced in the book, and it is impossible to describe them one by one due to space limitations. In short, as a rare professional interview book in the market, whether this book wants to start with user interviews or go further in user interviews is very worthy of our serious study.
Insight into people's minds (5): a book dedicated to user interviews ~
This is a book devoted to user interviews. By introducing some examples of foreign user interviews, some problems involved in user interviews are illustrated. I have read some books about user research before. There are many methods of user research, but I have never read a book that specifically introduces a specific method. This book introduces the form of user interview in detail, as well as some specific problems and solving skills.
I have a lot of feelings in the process of reading the book, so I'll share them with you here ~ I still remember that when we did research at school, we all used the form of designing questionnaires, and then we sent out questionnaires on the roadside or temporarily found some people on the road to be our interviewees. During the period, I have been receiving white eyes, and I am very upset. So at that time, I especially didn't like to send questionnaires to do research. But after reading this book, I realized that previous surveys and interviews can only be regarded as interception, not user interviews and surveys. The book tells us that it is also very important to make full preparation before research, and it shows us the professional qualities that researchers should have. I once heard a lecture by a professor at Chiba University in Japan. He also mentioned in his report that designers should completely empty themselves and really listen to the needs of users, instead of applying the inherent thinking of designers to influence the judgment of design needs. This is in line with the theme of this book, and it is also the place where we should learn most.
I think every book has its own ideas, and the essence of reading a book is to understand the ideas and ideas it expresses, which is also my greatest experience in reading this book. So I suggest that you have the opportunity to read this book, think in the process of reading, and get your own gains. This is valuable, just like a sentence: for a thousand readers, there are a thousand Hamlets. Therefore, only by really seeing it can we gain something. All the above are my personal opinions. Write it here and share it with you. Welcome to communicate ~
Comments on Insight into People's Hearts (VI): User interviews, comments after reading.
This is the first time I have seen the word "user interview". My first reaction should be related to sales and service. The definition given by the author is something like this. User interview is to learn more about customers or potential customers and have in-depth communication with them. Collect more information for future marketing and product optimization.
User interviews have many benefits. User interviews can help you find out what kind of products or functions you should design; User interviews can help you optimize the potential solutions you are considering; User interviews can help you get feedback and suggestions on how to improve existing products.
Interview is a communication between people, which will involve personal world outlook and values. In the process of interview, on the one hand, we should examine ourselves, on the other hand, we should accept others.
Interview is also a social activity. During this period, we should also pay attention to personal etiquette. While getting to know each other, we should know some taboo topics and maintain an appropriate humility.
After realizing this, before the interview, we need to make some preparations, make clear the interviewee and have a preliminary understanding of the interviewee. Be prepared in advance, ask some questions that need to be asked, and have a good idea of the topics to be exchanged. Also arrange the date of the interview, if there are small gifts to be prepared during or at the end of the interview.
1, design an interview outline.
2. Ask questions appropriately.
3. Accurately capture information and collect relevant information in time.
4. Respond appropriately.
5. Make interview records in time, and generally make audio or video recordings.
The main form of collecting information through interviews is "listening". "Listening" can be carried out at different levels, including three levels:
First, on the attitude level, the interviewer should be "actively listening" rather than "superficial or passive listening";
Second, on the emotional level, the interviewer should "listen with emotion" and "listen with emotion" and avoid "listen without emotion";
Third, on the cognitive level, we should quickly incorporate the words or information spoken by the interviewees into our cognitive structure at any time to understand and assimilate, and when necessary, we should talk to each other and communicate on an equal footing to establish new understanding and significance.
In the atmosphere of talking about internet plus now, we pay more attention to marketing methods rather than product quality. The product is the core, and the final consumption of users still needs to return to the product. But in the Internet age, maybe we can get some new ideas in the interview, which can avoid some problems and save time and economic costs. For example, the video interview saves the problem of going out and the location becomes very random.
Thanks to Happiness Club for this book donation activity, and I hope to make more friends who love reading and advertising (personal WeChat: 29642 15702).
Insight into people's minds (7): Users will not directly tell you their needs and pain points, what should you do.
"If I ask customers what you want, they will tell me: a faster horse"-founder of Ford Motor Company
Users won't directly tell you their needs and pain points and what you should do, and knowing products doesn't mean knowing users, so we need to learn user interviews to locate problems and tap the user needs behind them.
This book tells the whole process of user interview in detail, and it benefits a lot after reading it.
It plays a practical guiding role in answering the following questions:
Problems being solved (collecting content information)?
How to solve this problem at present (analyze workflow)?
Is there any way to do it better (find opportunities)?
Insight into people's minds (ⅵ): operating instructions of product user interview
I know that this book originated from the book evaluation activity of Happy Evolution Society. At that time, my comment was: "We are all users, and we all deal with users ~ colleagues, friends, students, subordinates and even bosses are all our users. We may want to sell them a product, recommend an idea, assign a task and influence a decision ... How to succeed? Knowing what people need, the probability of success will be greatly improved! How did you know? There will be answers in the book ... ".
I was pleasantly selected to get a complimentary book-this is the second book I got through this social organization, and soon I received a complimentary book. This book is very beautiful, with color pictures. The catalogue design uses different colors and fonts to make the theme clear and hierarchical, and there is a page summary at the end of each chapter. This is also the essence of this book.
However, the following reading experience was very difficult, because my previous expectations only focused on "Insight into People's Hearts" in the title. I thought it was a book about users' psychology, but after reading it, I realized that it was a book dedicated to user interviews-the key words were "interview" and "product users". User interview is a highly specialized skill, which is essentially different from ordinary conversation and needs to follow certain steps and methods. So it is very helpful for readers in need.
Then there is nothing desirable about my needs? No, after reading the first few professional chapters, I feel that it is not what I need now. I will adjust my focus in time, contact the problems that may be encountered in my usual work and social life, pay attention to the key stages and skills of the interview, and record and optimize the interview. These will be used in various fields. I especially like the "question type template" provided in Chapter 6: How to Ask Questions. Some cases in the book also explain the related problems well, and they are segmented with color shading or text, which is very clear.
The disadvantage is that some illustrations in the book have little to do with the content, but the price is too high because of color printing. Personally, I think this is a place that needs improvement.
Insight into people's minds (9): Thinking about reading.
I bought a book to study some time ago. This is a book about user interviews. This book introduces in great detail how to prepare for an interview and some problems that need attention. As a student, some ideas in the book may be what I need to pay attention to when doing relevant interviews. For example, what we should pay attention to in the early stage is to clear our minds, not to have specific expectations for the survey results, to keep an open mind about the upcoming scenes at the survey site, and to encourage anonymous participation in the survey process, which can make participants more bold. Try to think of yourself as a novice, ask the interviewees with doubts and respect their views on the products, which is a great encouragement to the interviewees. In the interview, you can also talk about things related to yourself appropriately, so that the interviewee can form better interaction with the interviewer. These may help us to interview users better in the design. This book is a short-term reading, I recommend it.
Reflections on Insight into People's Hearts (X): * Insight into People's Hearts * Reading Notes
What is user interview? -User interview is an in-depth dialogue with users or potential users, thus improving the understanding of users. -Interview is one of user research methods, which can be combined with other methods. Why do you want to do user interviews? -User interviews can help you find out what kind of products or functions you should design. -User interviews can help you optimize the potential solutions you are considering. -User interviews can help you get feedback and suggestions on how to improve existing products. How to do user interviews? Interview principle # Examine your own worldview, accept others' worldview-clear your mind, maintain a neutral attitude-enter the user's world, Keep humble attitude # Establish friendly relationship-Pay attention to social etiquette-Appropriate off-topic interaction-Listen: Listen by asking questions or body language | Smile | Eye contact Interview method-Main method: Interactive interview-Auxiliary method: Participate in observation/prototype display/card classification/pictures * * * Clearly prepare for the interview # Clarify the interview target # Determine the interview target: use screening questionnaire # Create interview guide-Interview introduction-Ask some feedback. Arrange the interview schedule: accommodate the interviewee # sign permission or confidentiality agreement: agree/reward/use of portrait rights/confidentiality # pay the interview implementation fee-cross the threshold-reiterate the goal-start asking questions-accept embarrassment-critical point-reflect and predict-calmly end the interview and follow up-record: take notes/record/take photos-analyze-report.