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Interviewing Skills
Cambridge, May 14 2014
Adrian Howard (@adrianh) 

quietstars.com
Hello!
Schedule
08:30	 -	 09:30	 	 	 Registration

09:30	 -	 10:45 	 	 Interviewing practice

10:45	 -	 11:15 	 	 Break

11:15	 -	 12:30 	 	 Recruiting & topic mapping

12:30	 -	 13:30 	 	 Lunch

13:30	 -	 15:15 	 	 Screening & note taking

15:15	 -	 15:45 	 	 Break

15:45	 -	 17:30 	 	 Analysis & synthesis

17:30 		 	 	 	 Finish
Ask questions
Don't have to copy
the slides
Chatham House Rule
applies please
“When a meeting, or part thereof, is
held under the Chatham House Rule,
participants are free to use the
information received, but neither the
identity nor the affiliation of the
speaker(s), nor that of any other
participant, may be revealed”
Disclaimer: Eh?
I ♥ feedback
Interviewing Skills Workshop, Cambridge, May 2014
Swear Jar
(obligatory cute animal slide)
Who are you?
Tip: Drink!
?
Stand up
Interviewing Skills Workshop, Cambridge, May 2014
A – B - C
A = Speaker

B = Interviewer

C = Observer
Speakers:

Shut your eyes
Interviewers:

Chat with the
speaker about their
best restaurant
experience.
Observers:

Watch what
happens. Write
observations on
post-it notes.
Interviewers:

Do not take notes.
2 minutes
Reflection
B = Speaker

C = Interviewer

A = Observer
Speakers:

Shut your eyes
Interviewers:

Chat with the
speaker about their
best vacation
experience.
Interviewers:

One more thing.
Interviewers:

After the first
question – you
cannot speak again.
Shhhhh!
Observers:

Watch what
happens. Write
observations on
post-it notes.
Interviewers:

Do not take notes.
2 minutes
Reflection
The opposite of talking isn't listening. The
opposite of talking is waiting.



- Fran Lebowitz

Tip: Use silence
Tip: Body language
C = Speaker

A = Interviewer

B = Observer
Speakers:

Shut your eyes
Interviewers:

Chat with the
speaker about how
they decorate &
furnish their home.
Tip:

Remember to use
silence and body
language.
Interviewers:

One more thing.
Interviewers: After
the first question you
can only ask “Can
you tell me more
about X?”
Interviewers:

(where X is
something the
speaker has
previously
mentioned).
Observers:

Watch what
happens. Write
observations on
post-it notes.
Interviewers:

Do not take notes.
4 minutes
Reflection
Every clarification breeds new questions.



- Arthur Bloch

Tip:

Reflect back what
the speaker said.
Relax...
?
Interviews ≠ Quiz
Interviews ≠ Survey
Interviews ≠ Script
Interviews cannot

be automated
Rapport
Empathy
Why do we do
interviews?
Learn from
customers
Test our
assumptions
Test our
hypotheses
Finding customers
Recruiters
Hassling people on
the street
Tip: Bribes
Tip:

Look for bored
people
Coffee shops
Tip:

Don't look scary
Go where your
customers are
Tip:

Go with somebody
Use your
organisation
Tip: Sales
Tip: Marketing
Tip: Support
Online
LinkedIn / Twitter /
Facebook / Google+
craigslist
Ethnio.net
More Interviewing
Tips
Tip: 

Remember the
person.
Can you tell me a
little bit about
yourself?
Tip: 

Ask open questions.
What was the last
book you read?
What do you like to
read?
Tip: 

Ask for stories.
Can you tell me
about the last
time...
Tip: 

No leading
questions.
Do you want to use
this at work?
Where would you
use this?
Exercise time
Today you found a
startup!
Exploring exciting
new ways to create a
great experience
eating out
Helping people have
the vacation of their
dreams.
Democratising
professional
interior decoration
What do you want
to find out?
Identify Topics
Individually write
down topics on
post-it notes
5m
Group and label
them as a team
5m
Write down list
Reflection
Talking to the right
people
Screening surveys
Identify attributes
of target group
Positive filters
Negative filters
Avoid leading
questions
Availability
Contact info
Collecting
information
A = Speaker

B = Interviewer

C = Observer
Interviewers &
Observers:

Write down the key
points that the
speaker says
5m
Tips:



- Silence.

- Reflect back.

- Remember the person.

- Ask open questions.

- Ask for stories.

- No leading questions.
Reflection
Tip:

Observations vs
insights
Tip:

Interview in pairs
B = Speaker

C = Interviewer

A = Observer
5m
Tips:



- Silence.

- Reflect back.

- Remember the person.

- Ask open questions.

- Ask for stories.

- No leading questions.

- Observations vs Insights.
Reflection
C = Speaker

A = Interviewer

B = Observer
5m
Tips:



- Silence.

- Reflect back.

- Remember the person.

- Ask open questions.

- Ask for stories.

- No leading questions.

- Observations vs Insights.
Reflection
Synthesis
Affinity
Diagramming

(or KJ Method)
Empathy Mapping
Interviewing Skills Workshop, Cambridge, May 2014
Incremental
Persona
Interviewing Skills Workshop, Cambridge, May 2014
Further Reading
Interviewing Skills Workshop, Cambridge, May 2014
Interviewing Skills Workshop, Cambridge, May 2014
If you're keen
Interviewing Skills Workshop, Cambridge, May 2014
Interviewing Skills Workshop, Cambridge, May 2014
If you're really
keen
Ch 7 of “Mental Models” by Indi Young



Ch 9 & 10 of “User and Task Analysis for
Interface Design” by JoAnn T. Hackos, Janice C.
Redish



Ch 6 of "Observing the User Experience" by Mike
Kuniavsky, Elizabeth Goodman & Andrea Moed 



Ch 4 of "Contextual Design" by Hugh Beyer and
Karen Holtzblatt

@adrianh

quietstars.com

slideshare.net/adrianh

adrianh@quietstars.com
Thank You
And any questions?

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