Objectives of the customer motivations module are:

• Understand the perceptions and attitudes that influence behavior in the activities related to the research topic
• Determine how motivations are supported or thwarted by aspects of the customer experience
• Find opportunities for design touchpoints that satisfy motivations

Motivations vary widely among users of web sites and information devices. Furthermore, in a research setting, it is very difficult to determine with confidence if the motivations that are described are the real underlying motivations, or if they are what the participant thinks are the motivations but the actual motivation is something different, or if the participant is simply inventing a motivation to mask the real motivation. Nevertheless, motivations are at the core of behaviors, and understanding behavior is at the core of user research. Determining what drives different user types to a given behavior is a critical component of the investigation. Motivations are typically used as a basis for user segmentation.

The goal of motivation research should be to facilitate user goals and eliminate barriers, leading to success of the system, and increased sales, rather than to manipulate customer behavior through the use of hidden triggers.

Copyright 2009, Paul Bryan, Usography Corporation (www.usography.com)

Linked In: http://www.linkedin.com/in/uxexperts

In the remainder of this chapter, I present example interview modules that I have used for different e-commerce design research projects, which seem to have a generalized application. As I stated above each design research project has its own unique goals and requirements; so these example modules are provided as guidance for creating your own interview modules, not as a template or boilerplate. The interview modules I typically include in customer interviews are:

• Welcome
• Participant characterization
• Context of use
• Motivations
• Formation of the consideration set
• Case history of relevant online experiences
• Detailed task analysis
• Card sorting
• Description of ideal experience
• Participatory design of future system
• Evaluation of existing design work

I’ll describe each of these interview modules in a separate posting. 

The discussion guide consists of the interview script and notes to the interviewer. The high level objectives of the interview should be reflected in the questions and exercises that comprise the script. The script is divided into modules, each with a specific research focus, and intended to very directly and purposefully capture data that meets the predefined research objectives. The types of modules that are included in the script, and the way that they are executed in terms of specific questions and exercises, vary for every project according to the subject matter, the project objectives, and the participant sample. There is no one-size fits all for customer interviews. Research objectives and the interview scripts that achieve them should be uniquely tailored to each project.

I’m going to describe some example interview modules that I have used for different e-commerce design research projects, which seem to have a generalized application. As I stated above each design research project has its own unique goals and requirements; so these example modules are provided as guidance for creating your own interview modules, not as a template or boilerplate. The interview modules I typically include in customer interviews are:

• Welcome
• Participant characterization
• Context of use
• Motivations
• Formation of the consideration set
• Case history of relevant online experiences
• Detailed task analysis
• Card sorting
• Description of ideal experience
• Participatory design of future system
• Evaluation of existing design work

I’ll describe these interview modules in subsequent posts.

 Copyright 2009, Paul Bryan, Usography Corporation (www.usography.com)

Linked In: http://www.linkedin.com/in/uxexperts