We need your votes for our SXSW proposals!

The conference lineup is chosen partially based on input (i.e., voting) from the community. Even if you don’t attend, you still have a voice about what the discourse should be in our various fields. Not to mention, it’s a great way to support us! Visit each of the two talks below and click on the “thumbs up” icon. Add your thoughts, or comments as well!

Diving Deep: Best Practices For Interviewing Users

While we know, from a very young age, how to ask questions, the skill of getting the right information from users is surprisingly complex and nuanced. This session will focus on getting past the obvious shallow information into the deeper, more subtle, yet crucial, insights. If you are going to the effort to meet with users in order to improve your designs, it’s essential that you know how to get the best information and not leave insights behind. Being great in “field work” involves understanding and accepting your interviewee’s world view, and being open to what they need to tell you (in addition to what you already know you want to learn). We’ll focus on the importance of rapport-building and listening and look at techniques for both. We will review different types of questions, and why you need to have a range of question types. This session will explore other contextual research methods that can be built on top of interviewing in a seamless way. We’ll also suggest practice exercises for improving your own interviewing skills and how to engage others in your organization successfully in the interviewing experience.

For more on interviewing, you can check out our UIE Virtual Seminar and the follow-up podcast we did with Jared Spool.

Mommy, Where Do Good Products Come From?
(with Gretchen Anderson)

Business case studies are the ultimate in reductionism: A complex business activity rooted in a specific context of people, company culture, time, and place is boiled down to a few key ideas. Consultants, designers, students, and people who read Malcolm Gladwell are especially prone to this form of simplification. While these simplified stories can be helpful as touchstones, we just need to remember that they are often apocryphal archetypes more than investigative summaries. Or people confuse the terms innovation and invention; looking for breakthrough ideas sends companies into a frenzied search for “new” things not great or disruptive things. In this session, we will explore some different pathways to creating great product ideas. As designers and researchers, we’re experienced enough to know that design research isn’t the only approach or even always the best approach (a point of view that Don Norman vehemently argued in recent writings). For instance, design research wouldn’t be sufficient to create a disruptive innovation like Gowalla. We’ll outline a framework that looks at different approaches to idea generation, including corporate competencies and culture, customer needs and cultural context, and technological innovation.

For more on this topic, you can check out our interactions column Some Different Approaches to Making Stuff (PDF). Also, listen to Steve and Gretchen in conversation about the speed of innovation.

Thanks for your votes!

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