【英文版 11】Interviews + Observations

In the field, design teams useethnographic methods to observe, interview, and interact with potential usersand experts who know a lot about the area. We amass large amounts of qualitativedata with the goal of identifying key insights and design opportunities thatwill shape the future phases of our project. The goal with field work is touncover pain points in the product or service experience. The way pain pointsare usually identified is by combing through collected data to findinconsistencies in what people say and what people do. These inconsistenciesare where you find opportunities for innovation.

大家好，欢迎来到创新思维课，我是你们的导师贝丝·奥特林格。在今天这节课上，我将继续和大家聊一聊如何用实地考察方法去寻找创意灵感。在实地考察的过程中，设计团队会找到对涉及领域很有研究的潜在用户以及专家，并且通过人类学的研究方式对他们进行观察、采访和互动。在这个过程中，我们会收集大量的定性数据，并试图找到会影响项目后续设计的因素，比如一些关键性发现和设计机会。我们进行实地考察的目的，是为了找到产品或服务体验中的用户痛点，在实地考察结束后，我们需要通过梳理收集到的信息，找到其中用户的说法和行为不一致的地方，而这些不一致之处，通常就能让我们发现用户痛点以及创新的机会。

In the Swiffer case study, the Continuumteam helped the P&G team to notice that there was a difference between howpeople talked about cleaning their floor and what they did when they actuallyclean their floor. No one said they wanted to clean a mop, and yet the teamobserved these people spending just as much time and effort cleaning the mopand the mop bucket as they spent cleaning the floor.This key insight is where the idea for Swiffer was born: a new mop thateliminated the need to also clean a mop and a bucket. This key insight is wherethe idea for Swiffer was born, a new way of cleaning your floor that eliminatedthe need to also clean a mop and to clean a bucket.

这里的用户说法和行为不一致说的是什么意思呢？我举个例子给大家解释一下，在上节课中，我给大家讲了发明Swiffer拖把的故事。在那个案例中，Continuum的团队通过观察人们在清洁地板时的语言和行为，帮助宝洁公司找到了这个其中的不一致之处，他们发现，在采访中没有一位用户提到了他们需要清洗拖把，但是设计团队却在实地考察中发现，大家花在清洗拖把和水桶上的时间几乎和清洁地板的时间一样长。正是这个关键性的发现，让设计人员产生了 Swiffer拖把的创意，这个创意帮人们实现了一种全新的地板清洁方式，减少了大家在打扫的同时还需要不断清洗拖把和水桶的麻烦。

Conducting interviews in human-centereddesign requires listening to exactly what people are saying. Here are a fewtips for interviewing. Record the interview if you can, or you might have apartner take detailed notes, but you want to have data that is more or lessexactly what the user said, not what you think the user meant. That way you canreturn to the recording or to your notes to clarify anything later as yourunderstanding of the person's experience evolves. Another tip for interviewingis to ask open-ended questions instead of questions that elicit a yes or noresponse. These open ended style questions are meant to get participants tobegin to tell you a story and to walk you through the steps of that story.Another tip is to ask follow up questions that help you get to the bottom ofthe user's experience and their emotions that relate to that experience. Whileyou're conducting an interview, it can also be helpful to note any changes inthe interviewee's body language. This can be helpful in the analysis phase ifyou ever want to look back at parts of the conversation that seemed reallyengaging or uncomfortable to your interviewee. So, it's important to record asmuch as possible, exactly what you hear, and what you see. Often, what peoplesay and what they actually do are different, and it's important not to justrely on interview answers. Interviews are much more powerful when they'repaired with observations. Have participants walk you through their experiencewhile you watch them and take detailed notes.

如果要想达到这样成功的创意效果，这就要求我们在进行以人为本的设计采访时，需要认真聆听采访对象在说什么。所以接下来，我会给大家分享一些采访时可以用到的小技巧。首先，我们要尽量将采访内容进行录音，或者你可以找一个搭档帮你进行记录，无论用哪种方法，重点是你需要得到一份尽量准确的采访内容记录，这样你才能知道用户具体说了什么，而不是想当然地自认为他们想表达什么。这样，在你之后尝试着理解和思考人们的体验时，你就可以通过录音或者笔记弄清自己不确定的地方。其次，你在采访时应该尽量使用开放式的提问，不要让对方只给出一个是或否的答案。这种开放式的问题能够引导对方开始讲故事，并且带你一步步了解这个故事。另一个采访技巧是，你可以在采访中询问后续问题，这能够帮你更好地了解用户的体验以及相关情绪。另外，当你在进行采访时，你可以注意一下访问对象的身体语言变化，这在之后的分析阶段会很有用，因为他们的身体语言往往能够表达出很多信息，比如在采访过程中，什么话题让他们感到最有趣或者最不自在。因此，我们非常需要尽可能地记录采访过程中的一切，包括你听到的和看到的。很多时候，人们的说法和他们实际上的行为往往是不一致的，所以我们需要记住，不要一味地相信人们采访时的回答。当我们将采访本身和我们的观察结合起来时，这个采访才最有价值。总结起来，我的建议就是，尽量引导采访对象带你重温他们在使用产品或者服务时的体验，你需要在这个过程中观察他们的行为，并且将所有信息都尽量准确地记录下来。

You might be thinking that this seemslike a pretty intimate process, and it can be. And for that reason, it'simportant to let your participants know that you will safeguard theirconfidentiality. Let's go back to our example of PillPack. The PillPack teamfound an opportunity when they went into the home of one older woman. Let'scall her Nancy. When Nancy was interviewed about her medication experience, shesaid she had no trouble opening her pill bottles. The PillPack team then askedher to walk them through her process so that they could observe her opening andorganizing her medications. It was then that they saw an alarming disconnectbetween what Nancy said and what Nancy did. When Nancy began, nothing seemedout of the ordinary, she started showing the team the medication she takes andexplaining how she does it. The team asked her to show them. And when it cametime to open one specific pill bottle, Nancy pulled out a table saw. Yes, youheard that right: a table saw. Nancy had such great difficulty opening thisspecific type of pill bottle that she'd come up with a pretty radical way toopen it, and that way worked for her.

听到这里，你或许会开始意识到，实地考察过程中的采访似乎是一个非常私密的交流过程。事实确实如此，也正是因为这样，你需要让采访对象完全地信任你，让他们知道你会保护他们的隐私。在之前的课程中，我为大家分享过PillPack的创立故事，今天让我来大家讲一下他们是如何发现创新机会的。有一次，PillPack的团队来到了一个老妇人的家里，我们可以把她叫做Nancy。当他们在采访Nancy的用药体验时，Nancy表示自己在打开药瓶的时候并没有遇到什么困难。接着，PillPack的团队请Nancy为他们演示她的日常用药过程，让他们有机会能够观察她平时是怎样打开药瓶和用药的。结果没想到，设计团队的人员观察到了和南希在采访中的说法完全不同的场景。一开始，一切都很正常，南希一边向团队成员展示她平时需要吃的药，一边解释她都是怎么吃的。接着，她开始演示整个过程，结果，当她准备打开某一个药瓶的时候，南希突然拿出了一把锯子。是的，你没听错，就是一把锯子。因为打开这个药瓶对于南希来说实在太困难了，以至于她不得不采取了一种非常夸张的方式，虽然这个方法对她来说还挺有用的。

In design, we call this "aworkaround." She found a way to work around the constraints of a poorlydesigned bottle. But when the team had interviewed Nancy, did she mention thatshe had extreme difficulties opening some bottles? No, she didn't. To thecontrary, she said that she didn't have problems opening her medications atall. Nancy had become so used to her unusual and, frankly, pretty dangerous wayof opening a pill bottle that she didn't see this as unusual or as a problemthat a design team could fix for her. In Nancy's mind, because she was able toget the pill bottle open every time, it was fine. Nancy probably thought thatit was her fault, that it was hard for her to open that bottle. And in reality,it was just poorly designed for people like Nancy.

在设计领域，我们将这样的方法称作“变通方法”（ workaround）。在这个例子里，Nancy通过变通，找到了打开很难开启的药瓶子的方法。但是，你们可能也注意到了，在PillPack团队采访Nancy的时候，她提到过自己在打开药瓶的时候非常困难吗？完全没有，相反，她甚至还声称自己在开瓶子的时候一点问题都没有。对Nancy来说，她已经完全习惯了这个奇特的开瓶方式，而且说实话，这个办法真的很危险，但是Nancy完全没有觉得这样开药瓶有什么问题，也从没想过能有一个设计团队可以帮她解决这个问题。在Nancy看来，反正她每次都能把药瓶子打开，至于是怎么开的，那又有什么关系呢？甚至，Nancy可能会认为打不开瓶盖是她的问题，然而实际上，是这个药瓶设计的太差了，所以才会出现很多像Nancy一样的人。

The PillPack team saw a designopportunity. They thought that there were a lot of other people like Nancy, andit gave them a new idea. The fact that Nancy had to open pill bottles with atable saw meant that every time that she had to open her medication, she wasputting herself at risk, but she was also feeling too weak to open a simplepill bottle with her own hands. The PillPack team observed the inconsistencybetween what Nancy said about her experience and what she actually did, andthis inspired them to change their product. They decided to prioritizeeasy-to-open packaging, and this remains a major part of what makes theirproduct desirable.

于是，PillPack团队发现了一个设计机会，因为他们想到，世界上其实有很多像Nancy一样人，所以他们有了改良瓶盖的想法。因为Nancy每次开药瓶都需要用上锯子，所以其实她每次吃药都冒着很大的风险，但是她却不得不这么做，因为她根本没法用手轻松打开这个小小的药瓶。PillPack团队观察到了Nancy在用药过程中行为和语言的不一致，正是这一个发现让他们获得了改良产品的灵感。于是，他们决定将开发便于打开的包装作为设计的重点，而这一改进也是让他们的产品至今很受欢迎的原因。

In the next lesson, we'll learn theconcept of empathizing with your consumers, the concept of identifying painpoints, and our next concept, which is about increasing diversity of thinkingduring this process. Here, we'll discuss examples of ideas that could not havecome to life without a diversely skilled team of engineers, behavioralscientists, and designers combining their perspectives and skills without ahierarchy that prioritizes one discipline over the others.

好了，关于实地考察和采访的方法我们就先讲到这里，在下一节课中，我们将会学习如何与自己的消费者进行共情，学习用户痛点概念，以及在我们的创新过程中如何加强思维的多样性。在这一部分，我们会讨论一些实例，这些案例中的创意都来自于拥有丰富技能的多元化团队，这些团队中的工程师、行为科学家以及设计师们将向我们展示他们是如何通过自己多样的思维角度以及能力完成一次次优秀的创新实践的，敬请期待吧，我们下期再见。