Page 52 - Transforming an Idea Into a Business with Design Thinking

S tage 1: Understand Problem to Grasp Desirability ◾ 31

Don’t suggest answers to your questions. Even if they pause before
answering, don’t help them by suggesting an answer. This can unintention-
ally get people to say things that agree with your expectations.
Ask questions neutrally. “What do you think about this idea?” is a better
question than “Don’t you think this idea is great?” because the first question
doesn’t imply that there is a right answer. Don’t offer approval or disapproval
with words, facial expressions or body language.

3.2.12 Engagement Guidelines with the User

Prepare a list of questions before the interview.
Two to three people should go for the engagement.
The team should be prepped on the engagement model and preferably

trained on empathy-based engagements.
The team should interview three or more users in the same role and syn-

thesize those insights afterward.
It is recommended to assign a dedicated interviewer and note taker for

user research.

3.2.12.1 Guidelines for Interviewer

◾◾ One person should take the role of interviewer who will drive the
questioning.

◾◾ Ask open-ended questions.
◾◾ Review the guidelines mentioned above.
◾◾ Do not go through the interview questionnaire question by question.

Instead, have the questionnaire as a guide and have the engagement as
a conversation.
◾◾ Listen to the user responses intently to understand rather than rushing
to finish asking all the questions.

3.2.12.2 Guidelines for Note Taker

◾◾ Other person(s) should be solely responsible for taking notes.
◾◾ Only ask questions for clarification.
◾◾ Use the “Observation Template” and “Note-Taking Template” to record

the observations and answers.
◾◾ Take pictures of the surroundings and the user with his/her permission.
◾◾ Review the guidelines mentioned above.