Once you've completed the interviews, you need to be able to organize and understand the data collected. In this video, learn to break down and organize data so you can look for patterns and insights.
- Once all the interviews are complete you'll have to tackle organizing the data and synthesizing insights that the team can use moving forward. I recommend that you include as many people as you can who observed sessions, took notes, or are otherwise related to the project in the initial sorting process. Organizing and synthesizing information together means that you'll gather everyone's point of view, and the whole team will better appreciate the process and understand the outcomes of the research. You want to try to get everyone learning from the research together rather than working in a vacuum and reporting back after the fact.
However you took your notes, your team's first task is to deconstruct the mass of notes you have into individual insights. Have each team member identify useful snippets of information, such as what actions people take, what their biggest problems are, people's needs or goals, or particular quotes that capture a feeling or emotion. The key is to break everything down into singular facts that you can sort and combine to find patterns and synthesize deeper meaning. I like to write each finding on a single sticky note so I can start the next phase.
Once you have individual pieces of data, use a wall or table to lay out all the notes and start grouping related items into themes, like an open card sort. Try having each person sort and resort multiple times to see different connection points and explore different ways that you could view the information. After a few rounds from each person, you'll see what items always seem to fit together, and you can start talking about the meaning of main categories. You may end up with very high level categories, like overall user goals, or break big categories into multiples, such as two main sets of goals.
You might also be quite granular, like identifying issues with a specific part of a process. There's no right or wrong answer, or target number of categories. But in general, the more you already know about your participants, the more granular your categories can be. Once you have the categories set do one last group categorization to put each finding in a meaning bucket. At this point you'll be able to view high level patterns. You'll be well-prepared to pull deep insights from the data.
Amanda Stockwell explains what UX interviewing is, when UX professionals use interviews, and what kind of information you'll gather. She also takes you through how to prepare for interviews, moderate your sessions, and analyze your data. After you wrap up this course, you'll be prepared to conduct UX interviews on your own.
- What's a UX interview?
- The pros and cons of in-person and remote interviews
- Recruiting and selecting the right participants
- Planning interviews
- Crafting questions
- Conducting interviews
- Remaining neutral
- Organizing and analyzing data
- Summarizing findings