用户研究 面试_内容研究：用户面试的力量

用户研究 面试

(or How to Find Out What Makes Your Users Happy)

(或如何找出使用户满意的因素)

If you’re in UX – or you have been – you may already be familiar with the idea of doing user interviews to find out about the user experience.

如果您使用的是UX –或曾经使用过–您可能已经熟悉进行用户访谈以了解用户体验的想法。

But using interviews to research content? How does that work?

但是使用访谈来研究内容吗？ 这是如何运作的？

Last time I mentioned that we’d received some unexpected survey responses through both our open-ended question and spontaneous responses to our CTA email. A lot of those responses touched on an idea that I was barely conscious of: users who were struggling with our product asked others for help with it.

上次我提到通过开放式问题和对CTA电子邮件的自发答复，我们收到了一些意外的调查答复。 这些回复中有很多都触动了我几乎不了解的想法：苦苦挣扎我们产品的用户要求其他人提供帮助。

photo : www.audio-luci-store.it

照片：www.audio-luci-store.it

Again, this is something that can’t be tracked using analytics or on-site means. The survey responses showed that individuals asked their colleagues for help with the software. But I had no idea who those colleagues were. Were they:

同样，这是无法使用分析或现场手段进行跟踪的东西。 调查结果表明，有个人向其同事寻求有关该软件的帮助。 但是我不知道那些同事是谁。 他们是：

• the person at the next desk?
  隔壁的那个人？
• an administrator of our product?
  我们产品的管理员？
• anyone who was more experienced?
  有经验的人吗？

I also wanted a clear view of the overall picture of ways users “solved problems” they experienced with our product. I work on the support site, but we also have account managers, a support helpdesk, and in-house administrators making up the “help” puzzle.

我还希望对用户使用我们的产品“解决问题”的方式有一个清晰的了解。 我在支持站点上工作，但是我们也有客户经理，支持服务台和内部管理员组成“帮助”难题。

I needed to talk to real people.

我需要和真实的人交谈。

什么是面试？ 他们给你什么？ (What are interviews? What do they give you?)

Interviews involve speaking to people — either in person or over the phone. I have a loose set of questions which really act as openers for lines of discussion. They cover the main questions I have about what the big “software support” picture is for our product, and how our content fits into that.

面试涉及与人交谈-亲自或通过电话进行。 我有一些松散的问题，实际上是讨论的开端。 它们涵盖了我对主要的“软件支持”图片对我们的产品以及我们的内容如何适应其中的主要问题。

What we’re getting from our interviews is qualitative, scenario-style information about the kinds of things users do when they have a problem with the software.

我们从访谈中得到的是关于用户在软件出现问题时所进行的操作的定性，情境式信息。

In-person interviews (even over the phone) give you something unique: a sense of the personality of the user, and valuable auditory feedback. If I ask a user if they’ve ever used the support site, the speed and tone of their response gives cues as to whether they use it, whether they use it often, and how they might feel about it. Do they enter with confidence or dread?

面对面的采访(甚至通过电话)给您带来了一些独特的体验：用户个性的感觉以及宝贵的听觉反馈。 如果我问一个用户，他们是否曾经使用过支持站点，他们的响应速度和语气可以提示他们是否使用了该支持站点，他们是否经常使用以及对它们的感觉如何。 他们充满信心还是恐惧？

Those cues can lead me to ask extra questions, digging deeper into issues that are sensed rather than implicitly spoken. Issues that are almost always invisible in the raw data.

这些提示可能会导致我提出其他问题，从而更深入地探究了感知到的问题，而不是隐含地说出的问题。 在原始数据中几乎总是看不见的问题。

面试如何进行？ (How do interviews work?)

photo :Nick Harris1

照片：Nick Harris1

I drafted a rough script in an attempt to touch on the main knowledge gaps I knew I had, and spoke to a friend whose company uses our software. She put me onto a colleague, who I called.

我起草了一个粗略的脚本，试图弥补我所知道的主要知识空白，并与一个朋友使用公司的软件进行了交谈。 她把我放在一个同事身上，我打电话给他。

Even though she’d told him I’d call, I didn’t call and expect to interview him. I called to break the ice and explain what I was doing in a way that was intended not to bias his expectations (I didn’t tell him I worked on the support site, for example). We made a time for a 15-minute interview a couple of days later, and at that time I called back and interviewed over the phone, taking notes as I went.

即使她告诉过我我想打电话给我，我也没有打电话给我并希望采访他。 我打电话打破僵局，并以一种不会偏向他的期望的方式来解释我的所作所为(例如，我没有告诉他我在支持站点上工作)。 几天后，我们抽出了15分钟的时间进行采访，当时我回电话并通过电话采访了我，同时记下了笔记。

This is a pretty rough-and-ready way to get started, but as I was formulating the idea of the interview, I wasn’t really sure where things were heading. You might argue that it would be ideal to speak to users face to face, and I wouldn’t disagree.

这是一个很粗糙的入门方法，但是当我制定面试的想法时，我真的不确定事情的发展方向。 您可能会认为与用户面对面交谈是理想的选择，我也不会不同意。

That would deliver information about the environments in which our users use the software, and how their workplaces operate. It could tell us, for example, if this particular user has a desk-buddy to ask for help, or if they’re in an office of their own. Do they use a chat app at work? If not, how far would they have to walk to ask someone to help with a problem on our system? In that case, would they be more likely to call our helpdesk instead? The questions just keep coming.

这样可以提供有关用户使用软件的环境以及工作场所如何运行的信息。 例如，它可以告诉我们该特定用户是否有一个桌面好友寻求帮助，或者他们是否在自己的办公室中。 他们在工作中使用聊天应用程序吗？ 如果不是，他们将走多远才能请人帮助解决我们系统上的问题？ 在这种情况下，他们会更可能致电我们的帮助台吗？ 问题一直在继续。

Even so, our little phone interview technique has delivered some great information about where our content fits into the scheme of things.

即使这样，我们的电话采访技巧仍然可以提供一些有关我们的内容适合事物方案的重要信息。

面试胜利 (Interview wins)

Who’s not winning in a user interview? As the researcher, you get a very strong sense of the kinds of people actually grappling with your product. As the user, you get the sense that the brand cares about you — you might even air a few grievances in the process, and (hopefully) feel like you’re being heard.

谁没有赢得用户采访？ 作为研究人员，您会对真正与您的产品搏斗的人们有很强的意识。 作为用户，您会感觉到品牌在乎您-在此过程中您甚至可能会有些不满，并且(希望)感觉自己在被别人听到。

Our interviews helped us to realise that not only is our support site not users’ first port of call when they face a problem, but the entire suite of help offered by our company (from account managers to email and phone support) aren’t either.

通过访谈，我们不仅意识到支持站点不是用户遇到问题时的第一通电话，而且公司提供的整套帮助(从客户经理到电子邮件和电话支持)也没有。

When they struggle with the software, users, obviously, ask someone they work with about it.

当用户在使用该软件时，很明显，用户会询问与之合作的人。

We also learned that people designated as in-house administrators of our product at client companies do field plenty of questions from users — even though often, they may not know the answers at the time. The interviews flagged an opportunity to better support those administrators to support others in their companies.

我们还了解到，在客户公司被指定为我们产品内部管理员的人员确实会向用户提出很多问题，尽管他们常常不知道当时的答案。 访谈标志着有机会更好地支持那些管理员来支持他们公司中的其他人。

Basically, the interviews are helping us to build a much richer understanding of the realities of support within the day to day context in which our product is used.

基本上，访谈可以帮助我们在使用我们的产品的日常环境中建立对支持现实的更丰富的理解。

面试限制 (Interview limitations)

The main limitation with interviews is that they give you qualitative information. You probably don’t want to rush off on the basis of a conversation with one user and make sweeping changes to your site. So it’s important to keep what you learn from each interview in perspective.

面试的主要限制是它们会给您定性信息。 您可能不希望在与一位用户进行对话的基础上匆匆忙忙地对您的网站进行大范围的更改。 因此，重要的是要保持每次采访中所学的内容。

Another limitation is time. If your interview’s going to take what users perceive as “too long”, you might struggle to find subjects to talk with.

另一个限制是时间。 如果您的访谈要接受用户认为太长的内容，那么您可能很难找到可以与之交谈的主题。

Remember too that on-site, face-to-face interviews are likely to be more of a burden to your subjects than phone interviews. And the more difficult you make the interview, the fewer subjects you’ll get.

还要记住，现场访谈比电话访谈更可能给您的受试者带来负担。 而且，面试越困难，获得的主题就越少。

面试技巧 (Interview tips and tricks)

Like surveys, which we looked at last week, interviews can seem easy enough to do at first glance. You work out what you want to know, and ask the subject the questions. Right?

就像我们上周查看的调查一样，乍看之下访谈似乎很容易。 您可以算出自己想知道的内容，并向主题提问。 对？

Well, maybe. Look at any news or current affairs program and you’ll see that there are different interview styles, and good and bad interviewers. Anyone can ask questions, but there’s an art to a good interview.

也许会。 看看任何新闻或时事节目，就会发现面试风格不同，面试官也有好有坏。 任何人都可以提出问题，但是进行良好的采访是一项艺术。

The best tip I can give is to master that art as best you can, using resources like this article from UX mastery as a starting point. Sure, it’s about usability interviews, but that doesn’t mean it’s not relevant. You’re effectively researching how users use your content, so while some of the advice may not translate directly, it should give you the impetus to being to fill gaps yourself.

我能提供的最好的技巧是，以UX精通的本文为参考，尽最大可能掌握该艺术。 当然，这与可用性访谈有关，但这并不意味着它不相关。 您正在有效地研究用户如何使用您的内容，因此尽管其中一些建议可能无法直接翻译，但它应该为您提供动力以填补自己的空白。

The other key to interviewing is to make the subject as comfortable as possible. Being interviewed is both flattering and nerve-wracking, so the more natural you can be with the subject, and the more at ease, the more open they’re likely to be with you. Make this your focus and you could wind up getting some real gems from your interviews.

面试的另一个关键是使主题尽可能舒适。 面试既讨人喜欢又令人不安，因此您对主题越自然，就越轻松，他们对您的开放就越开放。 将其作为重点，您可能会从访谈中获得一些真正的宝石。

处理面试数据 (Dealing with interview data)

photo: Marco Bellucci

照片：Marco Bellucci

With the techniques we’ve looked at previously, click tracking and surveys, the data has been relatively easy to deal with, as it is at least largely quantitative. But what do you do with interviews?

借助我们之前研究的技术，点击跟踪和调查，数据相对容易处理，因为至少在很大程度上是定量的。 但是，面试如何？

I see the interviews as giving me information that helps shape my understanding of the way users use the content — that is, it provides a backdrop for the click tracking and survey information.

我认为访谈为我提供了有助于塑造我对用户使用内容方式的理解的信息，也就是说，它为点击跟踪和调查信息提供了背景。

So the first thing to do is write them up after you’ve done the interview itself. This helps me to consolidate what I gleaned in the interview, and gives me a clearer picture of what that user was all about.

因此，要做的第一件事是在完成面试之后将它们写下来。 这有助于我巩固我在访谈中收集到的信息，并使我更清楚地了解该用户的全部情况。

A good way to use your interview writeups may well be to distill them into the equivalent of user personas, where each one has a name, a role or business, and salient points that relate to how they use your content. You may not create content specifically for single user types (although you may).

使用面试文章的一种好方法很可能是将其提炼为等效的用户角色，其中每个人都有一个名称，角色或业务，以及与他们如何使用您的内容相关的要点。 您可能不会专门为单个用户类型创建内容(尽管可以)。

But either way, the personas will remind you of the critical elements of your content’s use case, and you can make sure you consider each of those critical elements as you design, create, and present content on your site.

但是无论哪种方式，角色都会使您想起内容用例的关键要素，并且可以确保在设计，创建和呈现网站内容时考虑到这些关键要素。

下一步是什么？ (What’s next?)

There’s one technique we haven’t looked at yet, though it’s a little like a survey: it’s user polling. Next time, we’ll turn our attention to user feedback and ratings widgets, and see what they add to the overall picture you have of how users consume your content — and what value it delivers.

我们还没有研究一种技术，尽管它有点像一项调查：它是用户轮询。 下次，我们将把注意力转向用户反馈和评分窗口小部件，并查看它们在您对用户如何使用您的内容以及所提供的价值的总体印象中所添加的内容。

But for now, let us know if you’ve done any user interviews. What are your tips and tricks for good user interviewing? We’d love to hear them in the comments.

但是现在，让我们知道您是否进行了任何用户采访。 您进行良好的用户面试的技巧和窍门是什么？ 我们希望在评论中听到他们的声音。

翻译自: https://www.sitepoint.com/content-research-user-interviews/

用户研究 面试