Posts tagged “fieldwork”

Nazima’s War Story: The Truth Behind Lies

Nazima Kadir is the head of design research at Plan Strategic in London. She recently published her first book, an ethnography of the squatters movement at Amsterdam in which she lived and worked in a squatters community for over 3 years. She told this story live at User Research London.

For a recent medical innovation project, I did research (including shadowing, observations, and in-context interviews) with health care professionals who work in operating rooms. This was challenging to arrange because surgeons did not want to risk patient privacy.

A friend of a friend connected me with a surgeon who was keen to chat. I interviewed him informally. I mentioned that I had heard that surgeons disliked the product because they felt that using it reduced their sense of professional craft. The surgeon declared this anecdotal information to be absolutely false.

In contrast, he told me that he was an avid user of the product. He said that using this product was a necessity for surgeons who were concerned with patient outcomes. I followed up the interview with an observation of him doing a surgical procedure, in which he used the product.

Months later, I contacted him again to do a week’s worth of observations and to ask for his help in connecting us with other doctors and nurses.

On the first day of our observation, I realized that everything the surgeon had said during the initial interview (as well as his behavior during the surgical procedure) had been fabricated. When I asked him about his daily routines and his “pick list” (the items always available during the surgery), he admitted that he never used the product in question. When I asked why he had said otherwise during our first meeting, he equivocated and bluffed, saying that he had answered on a general, idealized level, rather than based on his own usage. I realized that despite initially vociferously denying that surgeons preferred not to use this product because it reduced their sense of craftsmanship, he actually shared the same prejudices against the product.

Later, I found out from his assistant that the only time that he had used this product was during the surgical procedure I observed. Essentially, he had staged the use of the product for my benefit.

He also exhibited a drastic shift in attitude. During the first encounter, he was polite and warm. During this second encounter — which lasted 3 days rather than 4 hours — he was incredibly hostile towards me, was physically inappropriate with my female researcher colleague, and was sexist towards both of us by speaking to the cameraman (who knew nothing about the project) while dismissing us.

It was highly unpleasant and difficult to know the reason for this hostility. Was it from my probing questions? Was it his resentment that he had to actually spend time with us in order to get an “in” with the world of private sector consulting? He considered himself entrepreneurial. In addition to his position at a state hospital, he also worked at private hospitals, and had several private side ventures whose financial viability were questionable. Perhaps he saw this as an easy, financially lucrative gig but not as easy as he had anticipated? It’s difficult to say.

Realizing that he had lied during the initial interview and staged the use of the product for our benefit, we decided to make the best of the situation. We continued to work with him to connect us to other health-care professionals and to give us tours of hospitals. However, we disregarded the information we obtained during our interviews with him due to his lack of trustworthiness. I also treated him warily and with more formality to enforce professional distance. When speaking with him, he avoided committing to dates, times, and communicating details. After the unpleasant first day, I only communicated with him via text rather than voice because he couldn’t equivocate and bluff via text. This forced him to commit to dates and times and limited his potential to treat me and my colleague with hostility or inappropriately.

In academic anthropology, working with “unreliable” informants is a hot topic. When I did my doctoral fieldwork, I learned a great deal from those who lied and exaggerated their own importance. I resided in a community of anarchist squatters who rejected hierarchy and authority. When informants emphasized their importance, this signified that they were marginalized from the norms of the community.

In commercial ethnography, “unreliable” informants are just as common, but not as openly discussed because it’s harder to explain their value to both clients and members of project teams who are less familiar with how to interpret information. In this case, what did I learn from this informant’s behavior?

It had been difficult to find surgeons who wanted to participate in the project due to concerns about patient privacy. Yet, he was keen to participate. Did this mean that he did not share the same concerns about his patients? Was he marginalized from the norms of the community of healthcare providers?

His desire to participate was so great that he lied throughout the first interview to give the appearance that he was an avid user of the product. Yet, during the second encounter, his behavior demonstrated hostility and disrespect towards myself and my researcher colleague. It’s possible that his aggression signaled ambivalence towards participation. But it’s also possible that his behavior reflected gender, race, and class privilege rather than outright hostility. As a male surgeon in Europe, he may just treat women who he deems subservient in this matter. In that case, what does that mean for the culture of power within surgical teams in which the surgeons are nearly all white European men and the nurses are Filipina women?

Not being subservient women, in the end, we managed his aggression to connect us to other surgeons and providers and were able to complete the study.

Elizabeth’s War Story: Nail Polish for Insights

Elizabeth Chesters is a UX consultant based in London, who volunteers for organizations like EmpowerHack and CodeFirst:Girls. She told this story live at User Research London.

I volunteer for EmpowerHack, an organisation dedicated to building technical solutions for refugees. When I joined in 2016, I was working on a project called HaBaby; a mobile app that stores medical records of pregnant refugees and offers symptom cards to help them communicate with doctors. Throughout my time volunteering, I noticed a lot of barriers. One of the biggest was that a lot of people in the organisation did not understand refugees! Many had never spoken to an actual refugee, which led to some wild assumptions (such as how some women had got pregnant or the age they would typically marry).

In April 2016 my team member and I planned a trip to the refugee camps in France. We did not feel comfortable turning up as researchers, as our digital skills didn’t directly help refugees or fit the environment. They needed houses, not interviews. Our plan was to spend as much time as possible observing, in order to better understand issues refugees faced. Our research would then be reported back to the organisation, validating our ideas about what it means to be a refugee and our technical solutions.

The first visit where we were able to talk with refugees was at the Dunkirk camp. Dunkirk was a much cleaner camp than one of the other camps we had been to, The Jungle in Calais. My team member and I met with a volunteer and a group of refugees who were working on an open-source map project. After introductions, we quickly gained the trust of a refugee, who I’ll call “Zach”. We went to his cabin, met the temporary family he had made in the camp and mentioned that we were in the camps to do research.

We walked around the camp, and came across a group of three mothers who were sitting outside with their babies. By the time we communicated to Zach what we were trying to do, so that he could translate for mothers, it was raining. The women looked at us and stood up, gripping their children. Zach explained that the women would not talk to us without trading for makeup. We were testing an app, so we had nothing physical to give them. In the end they went inside to get out of the rain, and we had to walk away… though not without a few marriage proposals from passing men.

On our last day volunteering we were invited to help at a spa day for female refugees in The Jungle. Here we could get close to the women and ask questions in their safe space. This time we also brought makeup to exchange! We turned the top of a donated double-decker bus (with no seats) into a beauty room. Everyone relaxed, leaving their shoes downstairs. We laid out carpet, lined the windows with bunting, and scattered cushions around the room. My friend and I set up our nail polishing stations and settled in for a long day of painting nails.

Throughout the day we were able to meet refugees and ask questions. The women were from all around the world, with the majority from Eritrea, Syria and Afghanistan. Sadly conversations did not flow as well as expected, partly due to my inability to paint nails. Most seemed unamused at my efforts. So, I spent most of my time redoing the same nails and ensuring we still had enough polish for women who would come later.

Halfway through the day journalists from Grazia, a fashion magazine turned up to interview volunteers and refugees about the spa day. They made no effort to ask for help to translate questions. The more questions the journalists asked, the more you could see the women retreat into themselves.

By the end of the day we had no makeup left. I had a makeover done by a little girl and looked like I had two black eyes. My friend also had a bright red face, due to being sat on and having her eyebrows threaded by an Iranian beautician. I walked down to the bottom deck of the bus, to an empty box of shoes. After scanning the whole bottom deck, it became apparent that I no longer had shoes. The other volunteers helped me find something I could wear temporarily. We found a pair of silver slip-on shoes. They were slightly too small, so I had to stand on the back on them. Someone reassured me that I could go to the warehouse to pick a donated pair that fit me. But when I walked outside, the woman we had arrived with (and her car) were gone, our passports along with her. .We were now stranded in The Jungle, late in the day, with the warehouse an hour’s walk away. All I could do was pace up and down, frantically phoning volunteers who I knew were at the warehouse. I prayed the woman got my message to stay at the warehouse after dropping off other volunteers, so we could retrieve our passports.

In the end we were rescued by a volunteer called “Superman John”. He drove us back to the warehouse which housed the donations, so we could get our passports back and I could pick out some shoes that fit. I have never been so happy to see that little red book!

Kristina’s War Story: Trampoline Spies

Kristina Lustig is a researcher at Stack Overflow, and is currently based in London. She told this story live at User Research London.

Last year, I was in Bangkok with eight members of my product team. For our research, we planned to speak with people who we saw taking videos with their smart phones. We split into a few groups, each with their own interpreters. My group tried – and failed – to find people at an open-air market or around a couple of malls before we got the idea to look for parents taking videos of their children. Our interpreter, Kay, in a flash of genius, suggested that we’d probably see a lot of this behavior at a trampoline park, so off we went.

After riding several long thin escalators far into the interior of an extremely large mall, we arrived at the trampoline park and bought our tickets. Before we went in, we put on the mandatory lime green sticky socks and neon pink wristbands.

Now, I’ve done a good bit of international research in questionable situations, but at this point, this was the strangest research situation I’d been in. Let me paint the picture for you: two white people in business casual with neon pink wristbands and lime green sticky socks, holding notebooks, accompanied by our Thai interpreter, all wandering through a trampoline park full of Thai parents and children. On the 700th floor of an upscale mall on a Wednesday morning.

But really, it was also a research goldmine! We found many mothers with their smart phones out, filming their children. We spent about 30 minutes chatting as casually as possible with a few different women. We learned a lot about how they shared videos on social media. Then we were approached by a trampoline park employee. She began speaking with Kay, and although we couldn’t understand a word, we watched as Kay moved from confident to concerned and finally to incredulous.

As Kay translated for us, the employee was concerned that we could be spies from a rival trampoline park, or that we were we attempting to sell these women passes to a rival trampoline park!

Kay explained to the trampoline park employee that we were from a big company in the US and that we weren’t selling anything, but she didn’t believe us. We gave her our business cards (with potentially impressive or reassuring titles like “UX Researcher” and “Product Designer”) but no dice. She started to kick us out of the trampoline park, but in a last ditch effort, we asked “Well, can we just… stay and jump?”

So, we didn’t get to do too much research, but we did spend a lot of time bouncing around under that employee’s watchful anti-research eye. We observed as much as we could, while bouncing. In retrospect, we probably should have cleared our research with the trampoline park beforehand…but any research endeavor that starts with intercepts and ends with extreme trampolining is a win in my book.

Steve’s War Story: Details Disconnect

This story was originally published on behalf of The Field Study Handbook.

Last year I was working on a project for a financial technology client. Finding participants is often a challenge, but on this project, for small business owners, it was particularly difficult.

We had hoped to base this research on previous studies, but it proved difficult to glean details about how previous studies were done. There were rumors that another team, elsewhere in the country, had developed a segmentation algorithm, but voicemails and emails went unanswered. We heard about great participants from previous studies that we should revisit, but no one would get back to us. The schedule ticked by and the pressure mounted. In the end, we were left with no choice to work around these limitations. Finally, I began to approach recruiting agencies.

My go-to recruiting team refused to take the assignment on as they had, ironically, recruited for one of these previous studies and felt like they had tapped out the local market. Another company had gone out of business, and a third didn’t think they could accomplish the recruit.

I ended up with a recruiter I had never worked with. In the end, I think they did a good job, but a new relationship added stress to the increasingly complex recruiting process.

In our introductory call, one of our recruits expressed surprise and concern that there would two of us visiting his very small office. We eventually agreed that even though it might be cramped, it would be okay. The recruiting agency, when asked about this disconnect, reassured me that they made it clear, as per my instructions, that there would be two of us. I was confused, as the participant had insisted they had never told him anything about this.

Later that day I got an email from the participant, who sought reassurance about the purpose of the interview. He had clicked on my website (seen in my email signature) and was concerned that I was actually going to be pitching him my services. He had been involved in a focus group through this agency before, and presumed this would be something similar. I confirmed that this was not a sales pitch.

A few days later we met with him in his exceptionally cramped one-person workspace. As the interview unfolded, he abruptly stopped and directly, yet politely expressed confusion and discomfort about the interview itself. Why were we asking these questions? Who do we represent? How are we going to use this information?

It took a long, unhurried conversation about the process and our objectives to put him at ease. We resumed the interview and learned a great deal about his truly amazing businesses, past, present, and future.

I emphasize his politeness in stopping the interview, because now, when I go back to the transcript, that’s what I see. But at that time, sitting in that interview, it didn’t feel that way. It felt aggressive and angry and I spent the remainder of the interview feeling uncertain about our rapport. I overcompensated with excessive deference, people-pleasing, and probably flattery. That’s not a comfortable feeling and it’s not conducive to a good interview. I have empathy for someone feeling uncomfortable about something as odd as two strangers with a video camera coming into their office space to ask about their professional history. It’s easy to mischaracterize people that don’t “get it” as difficult. And I assume that I am pretty good at managing expectations at all the common points of failure in establishing rapport.

But boy it’d be nice if we had someone to blame. That guy was a jerkface! The recruiter didn’t do their job (and then lied and insisted they did!). Steve didn’t handle the first call or the interview kickoff properly! Yet it doesn’t seem like any of these are true.

While I felt sheepish at the end of the interview, I was surprised to get a LinkedIn request from the participant immediately afterwards. And, I guess, less surprised when I heard from him a few times weeks later about not receiving his incentive payment (This was one of the very few studies where I asked the agency to send checks after the interview was completed, rather than handing people the incentive directly myself. Mistake? I don’t know). When I followed up with the recruiter about the missing incentive, I heard in some detail how this participant had already called and yelled at the admin staff.

And so it goes.

Devika’s War Story: The Young Men Of Najafgarh

Devika Ganapathy is a design researcher and the founder of Anagram Research, a design research and usability consultancy located in Bangalore, India.

Last year, I was in Delhi doing fieldwork about a smartphone news app. The primary users for this study were male college students in their early 20s, who regularly read English news on their smartphones.

One of the participants scheduled for an interview lived in Najafgarh, a place I did not know much about. I checked on Google and what I found was not encouraging: it was more than an hour away from my hotel, near the Delhi-Haryana border (possibly even longer with traffic); It was also home to the Indian capital’s most polluted water body, the Najafgarh drain!

Meanwhile, the clients who were to have accompanied me on the interview dropped out at the last minute. I was apprehensive about travelling to Najafgarh and conducting the interview on my own. The state of Haryana is notorious for being lawless and is known to be particularly unsafe for women. Men from Haryana are stereotyped as aggressive and misogynistic. I wasn’t sure if they would be comfortable being interviewed by a lone woman. Moreover, the village of Dichaon where my participant lived is infamous for its ongoing gang wars.

Despite these initial concerns, I decided to go ahead with the interview. Realistically, how unsafe could a pre-arranged hour-long meeting be? At the worst, I thought that it might be a challenging interview to conduct, but felt I would be able to manage.

Driving into Najafgarh, we passed a dead cow lying on some rubbish on the side of the road. The city looked markedly different from urban Delhi – all the women I saw on the road were traditionally dressed, scooters and public transport prevailed rather than cars, and all vehicles on the roads were driven by men.

It was difficult to find the participant’s home, though I was on the phone with him, getting directions. There were hardly any significant landmarks to guide us. Eventually, my participant asked me to park near a huge open sewage drain – He would come and find me.

My heart sank as a particularly scruffy looking young man approached the car. He confirmed that I was the person he was looking for, and got into the front seat to direct the driver to his home. We meandered our way through narrow roads and a crowded marketplace and eventually reached our destination.

His home was a multi-story building in the midst of commercial establishments; So narrow that there was only about 1 room on each floor. The steep staircase was cemented but not tiled, it didn’t have any railings.

As I followed him up to the third floor I wondered if I was being foolhardy going into his house alone. Perhaps I should have asked my driver to accompany me? And even worse, I was skeptical that this guy read English news on his smartphone!

We finally reached the top, and the room did nothing to reassure me. There were a number of rough wooden benches (typical to Indian government schools) placed in rows. Sitting there waiting for us was a very snazzy young man, with a prominent pompadour and reflective sun glasses! He greeted me with a cheery “Hi Ma’am!”

I had to now quickly decide who to interview. The first young man was the one we had originally screened and recruited. He did not seem promising: he was very quiet, his English was sketchy and I doubted that he read English news on the phone.

On the other hand, the snazzy young man spoke good English and possibly read English news. But I wasn’t certain he was a primary user or even genuinely interested in the topic since we hadn’t screened him.

It turned out that they were cousins. When the snazzy one heard about the interview, it seemed that he decided his cousin was not cool enough to be interviewed. He said to me incredulously “Why would anyone want to talk to him when they could talk to me instead?”

I decided to stick with the guy I had originally recruited, but told the snazzy cousin he could sit in and speak up if he had something interesting to add.

This interview led to some of the richest insights for this study – Such as the aspirational aspects of reading English news, where reading local language news is seen as infra dig and can invite ridicule.

The time I spent getting to know these young men also put all stereotypical thoughts I had about them to shame. I eventually learned that the room we were in was a classroom and that they worked with other young men to tutor school kids in their area. Throughout our interview, the guy I had recruited looked after his sister’s toddler son while she was busy with chores around the house. When I was done with the interview, they insisted on waiting with me on the road till my driver came to pick me up, pointing out that it was “not a good area” for women to stand on the road unaccompanied.

This experience strongly reinforced the guidelines I always need to remind myself about, even after years of being a researcher: Never judge a book by it’s cover. Never be dismissive or judgmental. Openness can lead to the best insights.

David’s War Story: The Well-lit Redhead

David Bacon is a UX Designer at Telstra Health in Melbourne, Australia. He shared this story at the UX Melbourne Book Club (see video of the group discussion here).

Standing in front of a house in a quiet suburban street, my phone buzzed and a text from my note-taking partner popped up: “Sorry can’t make interview, something urgent has come up.” We had spent the past week researching allied health professionals who worked from home. This was the fifth or sixth interview, I doubted my colleague would be missing much. I knocked on the door. It opened and a burly man with a soft gaze greeted me in a thick German accent, “Hello, I’m Herman”.

Herman the German invited me inside and led me into his home office. Against the wall was a treatment table. Adjacent to that was a desk with a large computer monitor and in the middle of the room were two comfortable office chairs. Herman gestured for me to sit down and small talk commenced.

Herman had just returned from a visit to Germany and for the first time in nearly forty years he had visited his childhood home. Positive muttering and a small nod of my head was enough encouragement for Herman to spin his chair around and bring up holiday photos on the large monitor behind him. As he gave me a personal tour of castles, forests, and medieval villages. I started to become anxious, I didn’t have a lot of time and there was a lot of ground to cover. Yet Herman was so obviously pleased to be sharing these personal stories, I feared that interrupting the holiday slide show might sour his mood.

I asked Herman if he had studied in Germany before coming to Australia and with that, he turned his back on the computer and faced me. As Herman talked a screen saver flickered to life on the monitor behind him. Photos of forests and castles that would not have been out of place in a fairytale drifted by. Herman proved to be an insightful and honest interview subject.

After a few minutes of Q&A, the photos of natural beauties gave way to photos of natural beauties of another kind. A lovely brunette wearing just a smile drifted across the screen behind an oblivious Herman, who sat with his back to the screen. The images were like classic seventies centrefold pictures: soft focus, demure poses and wave perms. They were the kind of pictures a nosey younger brother would find hidden in his older brother’s bedroom.

As Herman spoke, brunette after brunette drifted behind him. My mind started to race, there was nothing in any how-to-interview-users blogs or books to prepare me for this. “Hey look, a redhead!” I thought to myself, losing some of my concentration.

I wanted to hit pause but I also wanted to keep the interview going, Herman was a great interview subject. To bring attention to this would cause immense embarrassment to this gentle man. What if he turned around? I didn’t know how much longer I could keep my focus. I have a terrible poker face.

“Hmm, that redhead is particularly well lit.”

When at last the castles reappeared on the monitor, my brain relaxed slightly. I asked Herman to show me an example of how he organised his notes on his computer. He spun around and showed me. I can’t remember much of what happened in the remainder of the interview. As Herman walked me out, I handed him his incentive and he invited me to come back anytime.

I walked to my car and collapsed into the seat. I had just survived a potentially awkward situation and importantly, I had not negatively impacted Herman. The relief was extraordinary. But there was this nagging thought. Had I really done the right thing? What if the well-lit redhead popped up when he is treating one of his clients? Should I have mentioned something? When is it okay to intervene? I don’t know if there is a right answer but as a person far wiser than me recently told me, asking these types of questions is what’s important, not finding the answer.

Noël’s War Story: Truck Stop

Noël Bankston is a UX Research Lead and Human Factors Engineer at Zebra Technologies, currently living in Queens, NY. She told this story live at the Interaction 17 conference.

“So Jim, what would you like to do for lunch? “My treat!” It was the moment I had been dreading all day, ironic since I am a lover of food. I was trying to sound chipper but I was worn through.

It was 2 pm and I was starving. I was sitting in the cab of a 48’ tractor trailer in Lowell, Arkansas. This was my first “ride along” research trip and I had not come prepared with snacks. I was doing in-depth generative research of the pick-up and delivery process for a freight company and hadn’t known that we don’t have lunch until all the deliveries were completed.

I was also not prepared for the weather as I am from up north and I thought the South would be hot in late May. It wasn’t – it was a constant drizzle and cold. So I was sitting in the cab feeling small and tired in the oversized loaner jacket that the dispatcher had given me. We had been on the road since 8:45 am but I had arrived at the trailer dispatch site even earlier to observe the set-up process. And that should have been fine, because on a normal day, Jim finishes around noon. But today we saw all the exceptions – an unprepared customer, incorrect paperwork, an obstructed delivery dock, and poor routing. As a researcher, it was a gold-mine as I observed where problems occurred and how Jim handled them. But as someone who is mildly hypoglycemic, it meant I was getting hangry. It had been a long morning of climbing into and out of that cab, learning which hand to place where to get the right leverage to pull yourself up as you step onto the step that is only wide enough for half your foot. And I don’t know how many of you have ridden inside of a tractor trailer but it is loud and you feel every bump.

In that moment as I asked about lunch, damp, tired, and hungry, I thought back on the the anxiety I had felt earlier in the day about lunch. A co-worker told me that on his previous ride-along they had eaten a burger from a gas station mini-mart. Even on a normal day that would make me uneasy, as gas stations aren’t known for freshness and hygiene. I knew that this type of research means being available for wherever the subject takes you, but I was really hoping that didn’t include food poisoning.

But at this point, 8 hours from my previous meal and having no idea what part of town we were in, who was I to be picky?

“So Jim, what would you like to do for lunch?”

“I just want a salad. I try to eat healthy.” I gave a huge sigh of relief, accompanied by a rumble of rejoicing from my stomach. It seemed that between the two of us, I would be eating the bigger meal. I found a nearby Mexican restaurant on Yelp. While enjoying the flavor combination of fresh cilantro and lime with nary a fryolator in sight, I realized how I had been making assumptions about “truckers” based on stereotypes rather than letting the research reveal the truth. And those assumptions were also judgments about health and lifestyle. Jim was aware of the health effects of his job and wasn’t going to turn down an opportunity to have a healthful meal, especially when a researcher was paying! One of the reasons truckers eat unhealthy food is both cost and convenience. Truck stops get food fast and are less expensive. Unfortunately, our food system is set up in a way that fresh, whole food costs much more than highly processed, industrially produced food.

I won’t be able to eliminate all my biases or preconceived notions but I can grow in my awareness of them. I have been on many more ride-alongs and other types of research trips since then. You better believe I always have a granola bar with me.

Elizabeth’s War Story: Ramping Up

Elizabeth Allen is a UX Researcher at Shopify, an ecommerce platform based in Canada. She told this story live at the Interaction 17 conference.

A few years ago, I was working at Centralis, a UX research and design consulting firm in the Chicago area. One of our clients was a public transportation agency, and our project involved testing the maps and signage within and between transit stations by accompanying participants as they completed realistic wayfinding scenarios to try to get from station to station and find their correct train or bus.

As part of this testing, my research partner Kathi Kaiser and I included individuals with motor and visual disabilities to make sure they were able to navigate just as well as those who didn’t have these challenges. One participant, Susan, was in a motorized wheelchair, and we began our session with a scenario that had us traveling to a station and accessing an elevated platform where she would wait for a train.

Chicago summers can be very hot and humid, and this was one of the hottest of the year. We were all sweating by the time we got to the station even though it was just a short walk from the coffee shop where we met to start the session. Now, this station had no elevator; instead, outside the station was a very long ramp to reach the platform. This was probably the longest ramp I’d ever seen at a transit station — it had two or three switchbacks just to reach the top!

We started up the ramp, and when we were about halfway up, Susan’s wheelchair started slowing down. “Uh oh”, she said. “I think my battery is about to die. I totally forgot to charge it before I went out, and steep ramps like this always make it run out faster.” Sure enough, a few seconds later, the wheelchair slowed to a halt, completely dead.

At this point, we had to make a decision based on what was best for Susan and for the research: do we end the session early, push Susan’s chair back to our starting point, and explain to our client that we would miss out on gathering valuable accessibility insights, or do we see if we can find a power source and salvage what we can of the session? We explained to Susan that we could either end the session or try to keep going, and luckily, she was still excited about the session and was game to push on — literally.

After wheezing our way up the rest of the ramp, dripping with sweat, we got to the platform and found no electrical outlets in sight. The ticket counter was also closed, but after a lot of roaming around we were able to find the lone janitor. We were very fortunate, because he was extremely kind, and offered to let us plug Susan’s chair into an outlet in one of the back rooms.

This story ends happily. After a half hour or so, Susan’s chair was charged up, and during that time we were able to improvise some interview questions and short scenarios we could talk through with her while we waited. It really helped that we were able to think on our feet and that we had a participant who had a positive attitude and was interested in the session. Overall, we were able to salvage a research session that was difficult to recruit for, and our client was really happy with what we learned.

Jennifer’s War Story: Keeping the Lights on in Vegas

Jennifer Pretti is the Manager of the User Experience Design Team at Christie Digital in Kitchener, Canada.

At Christie Digital, we have a very niche population of users. Opportunities to observe them using our projectors are highly coveted by my UX team. In February 2014, we were invited by a good customer of ours, Staging Techniques, to observe their setup for the keynote address at Microsoft’s SharePoint Conference. The event was taking place at the Venetian Hotel, in Las Vegas, and the keynote speaker was going to be Bill Clinton. Bill Clinton!

Three of us from Christie made the trip: me, Chris (my lead industrial designer), and a software developer, Eric. Although I had conducted many user sessions for Christie before, this was the first time I was going on site to observe a live event setup and I wasn’t sure what to expect. My biggest worry was that, even though we made it clear we were there just to observe, I would be asked to answer a technical question or troubleshoot some problem and not have a clue what to say or do.

Setup was to begin at midnight the day we arrived. Working night shifts is very common for projectionists since it’s the best time to see and calibrate the light as other setup crews are already done and out of the way. The thought of staying up for a night shift wasn’t something I was particularly looking forward to, especially given jet lag was going to make it feel 3 hours later. But I hoped a mix of adrenaline and caffeine would do the trick.

After landing in Vegas, we headed down to the Expo Hall to get our bearings. The scale of everything in Vegas is massive and oversized, and the hall was no exception. It was a gigantic space – at least two football fields long and one football field wide – and it was completely empty and bare. Whatever vision the event planners had for the space seemed hopelessly unattainable in the 5 days left before the show.

When we arrived, big transport trucks were pulling into the hall to start unloading the many tons of equipment that would be needed to run the show. It was clear that they were behind schedule already. Trusses and scaffolding needed for rigging the projectors hadn’t yet been built, so we decided to split up, with Chris covering the first night shift, and Eric and I heading to bed to get some much needed sleep.

Eric and I returned to the site early the next morning to relieve Chris. The first few hours of our observation time were slow and uneventful due to continued delays with the truss work, but eventually things picked up, and soon projectors were being powered on and rigged into position. Excitement peaked when one of the projectors failed to power on. I stood poised to capture an epic story of problem solving and error recovery, but the crew just shrugged, taped an ‘X’ on the top of the projector, and replaced it with a spare one. Even after I got in touch with tech support to help explain the error code (highlighting quite clearly that our error messages need a lot of work), it didn’t change their approach. Time is money and using a functional projector was simply the most efficient option. Whatever the problem was, it could wait until they were back in the office to sort out.

It became clear by the end of the second night that the most interesting portions of the setup would be delayed past our planned departure date. The senior projectionist, Pete, pleaded for one of us to stay a bit longer. I think there was mix of professional pride in his insistence, but (happily for us) a realization of the mutual benefit of our presence, observing their workflows and listening to their wishlists. It was on account of his enthusiasm that I agreed to change my flight and stay an extra night. My fatigued body howled in despair. Another night shift? Are you crazy?!

There is no better place to change your sleeping patterns than Vegas. That city looks the same no matter what the hour: there are always people walking around, always a restaurant open, and enough indoor walkways that it could be any time of day. Hotel rooms come equipped with industrial-strength black-out curtains, whose existence I suddenly appreciated in a whole new light (pun intended), as I tried to convince my body that falling asleep at 10 AM was a totally legit plan.

The little sleep I got left me with major doubts that I could keep up a respectable and coherent state of mind for my last night. However, early into the shift, Pete insisted I help him colour match the displays. Colour matching 26 projectors is a very laborious activity that had us whizzing around on a golf cart, playing with light meters, and debating whether one projector was a fraction more magenta than the other. Shifting from observer to honorary crew member made the night fly by and gave me a more rich perspective of how our products are used.

I didn’t sleep until I was on the airplane later that afternoon. I welcomed the rest, but felt a pang of regret for not extending my trip long enough to see Bill Clinton speak. As social media began to light up with pictures of the event, I cheered for Staging Techniques and Christie for a job well done. And smiled knowing that Bill Clinton was walking on the same stage where I had been, just 24 hours ago.

Julia’s War Story: For Want Of A Shoe

Julia Thompson is a Design Research & Insights Analyst at BlackBerry in Waterloo, Canada.

It all started with a simple question from the dispatcher: “Do you want a call when your taxi arrives?” My nonchalant answer: “No thanks, I should be okay.” was the nail in my coffin. This was my first error in a series of cascading mistakes.

The next morning I was heading out-of-country for in-home interviews. That night, in an effort to be as prepared as possible, I called to arrange a taxi for an early morning pickup. I hung up the phone and proceeded to pack my bags. I considered carefully what to pack. I visualised my next few days: what would the weather be like? What would be my mode of transportation? What clothing would be appropriate for the work – casual enough to fit into a home environment and dressy enough to fit into an office environment? I was sure that I had considered all the details. Unfortunately, the most important detail, my alarm, was what I missed.

Satisfied with my preparation, I went to bed, and slept well. The next morning I awoke feeling refreshed. With birds chirping outside, sunlight filled the room. Yet something felt terribly wrong. What time was it? Why was it so light out? I picked up my phone, checked my alarm, and then checked the time. My stomach fell to the floor. My flight was leaving now. Sheer panic overtook me. I couldn’t think straight. I had never missed a flight before. I felt like I was going to throw up. I was paralyzed, I had no idea what to do. I grabbed my phone and called our corporate travel agent. It felt like hours as I waited on hold to ask my pressing questions: Could I still make my interview? When was the next flight? Could I fly out of a different airport instead? The sound of my heartbeat drowned out every noise as I sat there waiting, palms sweating, phone clutched. The agent came back on the line and said there was a flight leaving from another airport in 2 hours. Could I make it there in time? It’s almost rush hour. It’s an hour’s drive with no traffic. What about parking? Customs? Security? If I took the car, how would my husband get to work? On top of all that the agent still wasn’t sure whether there was room on the flight. We decided, together, that I should start driving and I should stay on the line while she called the airline to confirm availability. I jumped in the car, with my phone on the passenger seat and that awful music taunting me as I continued to wait, on hold. I got about 10 minutes down the road when the agent told me to pull over and go home. That flight wouldn’t be mine. I would settle for another flight, hours later, and hours after my scheduled interview.

Later that day, as my plane came in for its landing, I just felt low. I was tired from the emotional rollercoaster of missing my flight, I was anxious knowing I’d have to tell the people I was working with what had happened and I was sad that I had missed out on an interview and the opportunity to see, first-hand, into the life of one of our customers. The only thing saving me was the fact that I was the client and so, even though I missed the interview, it still went ahead as scheduled.

The following day I awoke, in the right place and at the right time, with a better perspective on life. Our local research partner was gracious enough to include me in an interview that day. I was thankful. I was relieved. But now, that meant there would be four of us attending this interview. Two consultants and two clients; two too many. The consultant had called ahead and confirmed with our interviewee that it would be okay if an additional person (me!) attended the interview. Our interviewee was very accommodating and agreed to have all four of us into her home. I was so preoccupied with resolving my own error that I didn’t consider, until later, how the dynamic of the interview would now be affected.

We all got to the interview, we all walked in, we all sat down in the chairs offered to us by our interviewee. As everyone was setting up I started to look around and take note of the environment. I noticed several pairs of shoes neatly arranged by the front door. I looked over at our host, I looked down: bare feet. My eyes darted around the room, I looked down at all our feet. All four of us had our shoes on, laces tied. Bah! We were the worst guests ever. Weren’t we all, as researchers, supposed to notice something so simple but so important?

I spent the next five minutes cursing myself, my missed flight, the totally wrong and overpowering dynamic of four researchers to one customer, and the miss on basic shoe etiquette. I had to shake it off – all the feelings of shame, all the feelings of doubt – and I had to focus. I had to be in the moment, I had to get the most I could out of the interview and I had to show the interviewee the respect she deserved.

It ended up being a great discussion. It was, by no means, a textbook in-context interview, but we had a nice dynamic emerge nonetheless. My story is not one of a single epic fail, but instead of a series of errors with a cascading effect. “For want of a nail the shoe was lost, for want of a shoe the horse was lost…” Here, we had not a want for a shoe, we had too many.

Susie’s War Story: A Sigh Is Just A Sigh

Susan Simon Daniels is a Senior Design Insights Analyst at BlackBerry in Waterloo, ON.

In September 2012, I was interviewing people who had recently purchased and set up a smartphone. During the interview, I asked the participants to unbox and set up another, new smartphone to see if any usability problems emerged.

One of the interviews was with a male in his late 40s who worked as a translator for people whose first language was not English (I’ll call him “Rick.”) As he unpacked the box that contained the new smartphone, Rick frowned and sighed. I watched silently and noted that a few moments later Rick sighed again.

At this point, the researcher inside my brain was shouting, “Red alert! There’s a problem! There’s a problem!” After a few more moments, I turned to him and said, “Rick, I noticed you’re frowning a bit and you’ve sighed a couple of times. Can you tell me why?”

I waited, fingers poised to capture the fatal flaw that the participant had discovered in the product set up – something so egregious that it evoked a heavy sigh!

Rick turned to me and instead shared a personal story. Both he and his spouse had recently lost their parents. These major life events, complicated by delays in traveling to another continent for funerals and family arrangements, left a lingering sadness that crept up on Rick during quiet moments.

His sigh was just a sigh – not a signal of a defect or usability issue to solve, but a personal moment I happened to witness. We talked for a few minutes about his loss and how he was feeling and then Rick returned to the task at hand and continued to unbox and set up the phone.

We had passed through an awkward moment. I felt I had rudely probed into an open wound. But I had to ask the question. I couldn’t assume the frown and sighs were caused by the product or process. My job was to get to the why. At the same time, by taking a few minutes to let the person share how he was feeling, I was able to give Rick the time he needed to gather himself together and continue with the task at hand.

In the end, Rick contributed by uncovering a couple of areas of improvement for the product. And I found that taking a moment to pause, to just be human beings who shared a bit of sympathy, allowed us to resume the interview with dignity and purpose.

I’m reminded of a verse from the song “As Time Goes By” (music and lyrics by Herman Hupfeld) from the classic war-romance movie Casablanca.

You must remember this
A kiss is just a kiss, a sigh is just a sigh.
The fundamental things apply
As time goes by.

And the fundamental things do apply: never assume and always ask “why?”

Jenn’s War Story: Burns, Bandages, and BBQ

Jenn Downs is a UX Designer at ShootProof in Atlanta, GA.

I was out of town with a colleague for a full-day customer visit. While getting ready for the day I burned my thumb pretty badly on my hair straightening iron. It was the kind of burn you can soothe for about two seconds before it makes you roll your eyes back and cry out in pain. We’d planned ahead and given ourselves plenty of time that morning, so we had a few minutes to find some burn cream. I ran down to the hotel front desk to see if they had a first aid kit, but they did not. One of the staff offered me a packet of mustard to soothe the burn, perhaps some kind of southern old wives’ tale. I don’t usually believe in food-on-skin remedies, but I wanted it to work. So I let the front desk guy apply the mustard to my thumb.

Two seconds later I was again whimpering in pain, so I just filled a cup with ice water and stuck my thumb in the cup. We sped out to a drugstore. We were staying on the outskirts of a college town and there weren’t many places to find first aid items, but we did finally find the one grocery store that was open before 8 am. I bought everything: burn cream, aloe, bandages, you name it. But nothing worked. Nothing but the cup of ice water could stop me from visibly wincing. We were running out of time and had to head to our meeting, hoping for some kind of miracle.

We found our way to our customers’ office and had to wait for our interviewees to come get us from another part of the building. Fortunately the front desk person was keenly observant and before I could even say anything she’d found a refill of ice water for my aching thumb. And then it was time for the interview. We went in to meet our customers, my thumb fully immersed in the cup of water. We worked for a really creative and weird company and we were visiting a very conservative and traditional southern company, so we were feeling a little out of our element; I thought for a moment that my thumb-on-ice was going to be a disaster, but it was actually a nice ice-breaker (pun not intended).

Then I spilled the cup of ice water all over their conference room table.

In that moment all I could do was laugh at myself and let everyone laugh with me and just continue the conversation as I was cleaning up the mess, calmly and confidently.

It turned out to be a great interview and gave our customers something to joke about with us as we shared a BBQ lunch. Imagine trying to eat ribs with one thumb wrapped up in gauze and burn cream! My confidence through the awkwardness ended up helping them feel comfortable with having strangers in their office all day and we got great information we probably wouldn’t have otherwise. Sometimes you just have to roll with it.

Jen’s War Story: Bad news turns to couples therapy


Jen Ignacz is the UX Research Lead at TOPP, a design consultancy focused on helping clients shape future products and services.

I was conducting in-home contextual interviews about home safety and security behaviours. In the recruitment screener, I had found out that a particular participant had experienced a break-in to her home about a year earlier.

When I arrived at her home for the interview, her fiancé was also there and ended up participating extensively in the conversation.

My research partner and I had been with the couple for about 90 minutes and they were obviously feeling quite comfortable; they offered up lots of intimate details about their routines and behaviours and were willing to show us everything and anything. I was pleased that they felt so comfortable with sharing (the woman more than the man).

Part of my protocol was to understand what happened when people find out about bad news about their home, like a fire alarm going off, a break-in, a water leak, etc. So, after 90 minutes of talking about home safety and security routines, I posed the question: “Now I want to talk about what you do when you get bad news. You mentioned that you had a break-in last year. Can you tell me about what happened?”

As I was asking, the couple looked at each other and an awkward silence fell over the room as I finished the question. They held each other’s gaze for longer than was comfortable (for us). Their sudden change in behaviour told me I had hit on a sore spot.

The woman broke the silence, still holding her partner’s gaze, saying “That’s not what I consider bad news. Your child dying is bad news.” Then a whispered “Do you not want to talk about this?” to her fiancé.

My research partner and I froze as if hoping that by not moving, time could stand still for us while they dealt with this incredibly intense personal moment.

The couple started to talk about the experience of losing a pregnancy in the second trimester about a year earlier. (I made the realisation when reviewing the recordings that the break-in happened around the same time as the miscarriage, so asking the question the way I did allowed for a connection between events I could not have anticipated). They spoke quietly and mostly to each other, but engaged me more and more in their conversation as they went along.

As a researcher, this felt way off-topic and I was trying to think of ways to get the interview back on track. But as a human being, I felt the need to let them deal with this issue that seemed difficult for them to talk about. From their conversation, it was quite clear they each were still working through their emotions and likely didn’t speak about it to each other often enough. I wasn’t going to shut down an opportunity for them to make emotional progress just because it didn’t fit anywhere close to my research goals.

So, I let them talk. And I even guided them to share some feelings with each other. I took on a counseling role; a total deviation from the research plan.

After about ten minutes, they turned to me and said “That’s probably not what you meant.”

I was honest with them. I told them it wasn’t the type of bad news event I was thinking about, but the conversation helped me learn more about who they are; their values, morals, and perspectives on life. Getting a better sense of who they are ultimately helps me understand their motives for their behaviours better.

My response allowed us to carefully ramp back up to the interview protocol. I was very cautious with that transition. I had to ensure that the trust and openness we had established in the first 90 minutes wasn’t harmed by the unexpectedly exposed vulnerability. It didn’t seem to be. I was able to complete the remaining hour of the visit with just as much openness (and gaining just as much insight) as we had before.

When your participant repels and scares you

Embedded above is a fantastic and disturbing episode of Love + Radio. Nick van der Kolk and Noah Morrison visit Jay Thunderbolt, who upon beginning the interview, aggressively reiterates his demand for payment (not possible for public radio, which Jay knew). Noah ends up going on a liquor run instead, as Jay offers him a pistol or Kevlar vest. Jay never stops insulting the interviewers, and stories of violence abound; indeed at one point he points a gun at Nick’s head. Meanwhile, they are interviewing Jay about the strip club he runs out of his house.

Yikes. This sounds like some of the War Stories, doesn’t it?

I don’t know what is going through Nick’s head as he’s doing this interview, but as I listen I find myself strongly repelled by Jay. And while the interview here is edited, so we don’t know all that happened, but Nick never reveals discomfort or lets Jay’s obvious provocations get to him. His patience and tolerance create room for Jay’s story to come out, and while Jay is not an appealing individual, you begin to understand and accept him as he is. Well, I did. Your experience may vary.

Nick finally responds to Jay’s taunting at the end, when he asks Jay “Do you think you understand the way I feel about you?” and Jay admits that he doesn’t. It’s a powerful moment in an intense interview.

Patricia’s War Story: The Hidden Persuader

Patricia Colley is an experience designer and the Principal of Creative Catalysts in Portland, OR.

In 1984, I was 23, and working for a market & social research firm in San Antonio, Texas. They sent me down to McAllen to collect voter opinions on the upcoming national elections. McAllen is a sleepy little town near the bottom tip of the state, just a few miles from the Mexican border, mainly populated with low-to-moderate income Hispanic families.

I was on my second day of door-to-door polling, asking voters their opinions on policy matters, and their thoughts on the state and presidential candidates. The work was progressing well. As usual, I was getting a high rate of interview completions, with lots of useful data. After four years of working in market and social research, I was quite confident in my neutral, non-threatening “aw shucks, I’m just one of you” act, and its ability to deliver great results.

But my confidence was shaken when I met Maria, a shy housewife in her early 30’s.

It was about 4 pm on a warm, dry Thursday afternoon when I knocked on the door of a modest, well-kept ranch house in a suburban section of McAllen. Maria opened the door part way. She was half-hiding behind it, sizing me up like a rabbit peering through tall grass at a coyote in the distance…curious, but poised to flee.

Me: “Hello, my name is Patricia, and I’ve been sent here by (XYZ Research) to gather public opinions on the upcoming elections.”
Maria: “Oh, hi.”
Me (turning on the charm): “May I ask you some questions? Don’t worry, I’m not selling anything!”
Maria: “Uhh, sure, I guess?”&
Me: “Great, thanks! This won’t take long.”

Wide-eyed, Maria flashes a shy smile before her jaw slacks again. This one’s cagey, I thought to myself, but I’ll get her talking.

Me: “Now, thinking about (Candidate X), what comes to mind?”
Maria: “Uhh, I don’t know? Is he a good guy?”
Me (shrinking): “Well, I really don’t have any thoughts on (Candidate X). Besides, my bosses didn’t send me all this way to talk about my opinions. He wants to know your opinion.”
Maria: “I don’t know. He seems okay?”

Now, I don’t think Mary is incapable of forming opinions. I suspect she’s simply never been asked to share her thoughts about such important things, so far from home. And she may never be asked again. But on this day, I was determined to make her opinion count.

Me: “Well, you’ve heard of him, maybe seen him on TV?”
Maria: “Yes.”
Me: “So, what did you think of him? Is he someone you would vote for?”
Maria: “Um…(pause)”

Her eyes darted across my face, scanning every crease and twitch, searching for clues. Those big rabbit eyes begged mutely for help. I stared back, apologetically. I took a few slow breaths, trying to ground us both, so she might relax into talking more naturally. Each time she hesitates, I carefully repeat the question, altering the wording and inflection to make them sound as simple and benign as possible.

Me: “Really, we’re just interested in what you think. Whatever you think is fine. Do you think you’ll vote for him, or not?”
Maria: “Uh…yes?” (seeing no reaction from me) “No?”
Me: “Okay, that’s fine. Alright. Now, thinking about (Issue A), is that important to you? Do you think it’s good or bad?”
Maria: “Uhh…I think it’s good?”

The back and forth went on for several minutes. I’m trying to go completely neutral and void of any emotional expression, but my contortions only intensified the awkwardness. The interview was in free-fall. I was failing miserably to collect any genuine responses from Maria. A hot wave of panic washed over me. How can I get this back on track?

In that moment, I just had to let go.

I quit fighting it, and fell back on connecting with Maria as a person. As Maria answered my questions, I began riffing on her responses, affirming and adding detail to them. While trying not to reveal my personal opinions, I offered supportive words and gestures to elevate everything she said, so that she might open up and elaborate. Eventually, she did relax, and her answers flowed a bit more freely.

Me: “So, what about the presidential candidates?”
Maria: “I guess I’ll vote for (presidential candidate B).”
Me: “Great! Is it because he is for (issue B)?”
Maria: “Oh, that’s good. Yeah, (B) is good for us.”

Although Maria was warming up to me, I felt I was way off book. It seemed impossible not to sway her answers. Whatever I wrote down, I feared it might be swept away by the slightest shift in body position, or an eyebrow lift. Well – at least she was talking, I told myself.

Finally, we got to the end. Walking back to my car, I breathed a huge sigh of relief. The hardest interview I’d ever done was over. I went out for a well-earned drink and a tragicomic debrief with my co-workers.

Sometimes you just get a dud subject, and it is what it is. But something about that 15-minute exchange with Maria struck a deeper chord in me. As I drove out of town, troubling questions lingered. What is the value of a skewed interview? Was this the only time I’d failed to be impartial? Or, had this been happening all along, in more subtle ways? How can I ever know that the data I’m collecting is pure?

Maria taught me two important things that day.

1. People make stuff up as they go along. And, we can’t always see the flaws in self-reporting.
2. The observer effect is unavoidable. Interviewers shade their work in unpredictable ways.

I’m as diligent as ever about delivering valuable insights through my research. But ever since that incident in McAllen, I draw my conclusions with a fuzzy border, in humble deference to flawed inputs and shadow projections, on both sides of the clipboard.

Series

About Steve