This week in Studio Frankly, we’re starting a new project in Medellin, Colombia. Over the next months, we’re going to help a large Colombian bank with improving its (digital) experience.
One of the first things we’re doing in this project, is perform user research. We want to find out how Colombian millennials – and other generations – think about finance in general and (local) banking apps, more specifically. To uncover this, we have setup a series of interviews (on the street and pre-arranged) and a focus group. Both dynamics offer different up and downsides (also see our previous article, in which we explain more about this and the strength of combining interviews with focus groups).
Funneling or structuring your interview questions is important (read our previous article on this), because it helps to improve the quality of the interview-output and ‘guide’ the participant’s thinking patterns. By this we mean: aiding and easing the process of jumping from one mental concept to another, deepening the level of detail and concreteness.
We also do this for our current project, and zoom in on three topics:
- General life and context
By having three main ’talking points’, we get a 360 degree view on the life of the participant, his/her relationship to finance and how technology is used to manage life and finances.
Furthermore, we try to combine open questions with multiple choice or probing questions, allowing us to compare answers and get more ’tangible’ output for further analysis, segmentation and definition of new design features. For example, we combine a question like:
“How do you manage your finances?”
“Put the following statements in the order they’re most important to you” (after showing 4 statement cards)
Download interview guide
For your convenience, we’d like to share this generic interview guide with you. Use or abuse it in any way you want! We hope it provides you with inspiration and some key points to work with when you draft your next interview guide.