怎么样做到倾听用户呢？

做一个好的倾听者-15个要点

1）尝试阅读用户的非言语行为，比如音调，手势，姿态以及面部表情等。2）努力排出测试中的无关干扰，比如录像，录屏设备出现的问题可能会干扰到你倾听用户。

3）努力跟随用户的思路，尤其是那些比较难更随的用户。比如那些讲话特别慢，或者讲话思路没有得到很好的组织，或者一再重复自己的那些用户。

4）使用非言语的沟通来暗示用户你希望能听到更多的东西。

5）必要的时候重复用户用户所说的，或者重新组织一下用户表达的意思，确认用户表达的意思，同时也让用户知道你理解了他(她)。比如“刚才我听你说…”或者“如果我理解正确的话…”或者“让我再确认一下我的理解是否正确…”

6）如果你没有听懂用户说的，直接告诉用户你没有听懂，让用户重复他/她刚才说的。

7）不要在用户还在讲话的时候，就开始琢磨要怎么样进行反应。

8）不要只是听用户对界面某些事实的陈述，这个虽然重要，但却仅仅抓到了用户对界面看法的一点皮毛。更重要的是要倾听用户的感觉，态度，知觉及其价值判断等。

9）不要只听用户说的。用户很长的时间可能什么也没说，即使你追问用户“你现在在想什么？”。你也要倾听用户没有说的，因为这通常表明用户认为这些都是理所当然。

10）不要打扰用户。如果你发现你说的比用户说的还要多，即刻闭嘴会更好。你会有更多的机会在你的测试报告中来表达你的意见。

11）不要装作很专注。如果你突然走神了，先定定神，再问一个相关的问题，表明你刚才有注意用户的操作。

12）别因为你觉得用户很笨，而对用户不予理睬。到处都有可用信息挖掘，也许你需要的是更加努力一点去找到他们。

13）尽量避免因为用户的穿着打扮，言语风格，方言等影响你对用户的倾听。

14）不要把你对用户倾听的好坏跟用户自己扯上关系。每个招募来的用户，都是通过了筛选问卷的，你应该对他们一视同仁。

15）不要让你的期望―听你想要听到的―影响你的倾听行为。

听和倾听是不一样的，下次在你和别人谈话时，试试上面说的这些技巧，逐步提高自己的倾听能力，你会有意想不到的收获。

老问“为什么”有什么问题？

在做可用性测试的时候，去询问用户为什么点这个而不点那个是很有诱惑力的。我们天生就好奇。

我们在问这些问题的时候的前提假设就是用户知道他们行为背后的原因。我们认为用户知道他为什么点击“关于我们”而不点“联系我们”的原因，我们所要做的就是让他说出来而已。

Nisbett和Wilson的经典研究

实际上有很多证据表明人们很难去回顾他们行为背后的真正原因。30年前，Richard Nisbett和Timothy Wilson在密西根一个讨价还价的自由市场进行了一个实验。研究者在店外摆了一张桌子，桌子上摆放了4双袜子，并在旁边竖了一块牌子，上门写着“消费者调查-哪双质量更好？”桌子上是4双女袜，从左到右分别标着A，B，C，D。多数人（40%）选择D，少数人（12%）选择A。

实际上，4双袜子是一模一样的。多数人选择D仅仅是因为位置效应：研究者们在研究之前就知道人们会更倾向于选择最右边的一个。但是当研究者去询问人们为什么选择D的时候，他们都说出了一个理由，譬如针脚细腻，做工精细之类。研究者甚至也问他们有没有受到位置的影响，除了一个例外（一个刚学完位置效应的心理学学生），其他人都认为位置没有影响他们的选择。事实是，人们为他们的选择制造了一个合理的解释。

美女照片实验

两年前，发表在Science上的一篇文章，Peter Johansson和他的同事们给出了类似的证据。在这个研究中，主试给参与者两张不同的女人的照片，然后要求该参与者指出哪张看起来更吸引人一些。当被试指出其中一张更吸引人之后，主试会抛弃另一张，然后只给被试看他选择的那张，并询问为什么选择这张。

然而被试不知道的背后的事情是：主试是一个业余的魔术师，他最后呈现给被试的其实是被试认为不那么吸引人的那张，放在桌子地下的被抛弃的恰好是被试选择的更吸引人的那张。

令人注目的是，尽管两张图片并不那么的相似，大多数被试（73%）都没有发现他们正在看的那张图片是被调了包的，其实是他们认为不太吸引人的那张。更令人惊奇的是，这些被试还为他们的选择提供了一些解释。比如“噢，我选择这个是因为我喜欢她的浅肤色”，尽管被试当初选择的是有点深色肤色的那张。

正如上面的袜子实验一样，人们捏造一些理由来让他们的选择辩护。

这些对可用性测试的意义是什么？

现在让我们来看看可用性测试中会发生什么。当我们询问用户为什么你点了这个选项的时候，用户将会回顾和反省为什么做的愿意，然后给你一个解释。但问题是用户可能根本没有意识到自己做个选择的背后的真正的原因，当然用户也不会告诉你说，“我不知道为什么选这个”，他们会倾向于给你一个合理的解释，一个他们相信会是真的理由—不过这些事实是被证明都是不太可信的。

如果是这样，我们的设计就不该基于这样的解释和发现。

这样的研究告诉我们在可用性测试中，我们不应该总是问用户“为什么”，而应该更多的集中在可用性的效率，效用，和满意度的测量上。

比如：

• 人们能完成这个任务吗？
• 他们要花多长时间完成这个任务？
• 发生了多少错误？

当我们把可用性测试集中在用户做什么以及用户怎么做的时候，可用性测试就在用户研究中有了独一无二的位置。而当我们过多的去询问用户“为什么”的时候，其实是损害了可用性测试的效力，而最后你将会基于那些错误的解释来改变你的设计。

用心听你的用户怎么评论，但是记住要用行为的数据来支持他们所说的，而不是仅仅告诉你的设计师：用户就是这么说的。

原文：http://www.userfocus.co.uk/articles/askingwhy.html

观察用户是怎么去做的，比只是简单的询问用户会得到更多更可靠的信息。然而，如果你的设计只是依赖于你对用户的观察，那么有可能造成：

误导 — 因为通常来说你所观察到的用户行为都可能有很多种不同的解释，不同的观察者都会根据他自己的经验对观察到的现象进行合理化的解释。比如：一个用户没有点某个链接，可能是因为他没有看见或者不理解。如果你不去询问用户，你就不能知道真正的原因。那么你原先对用户的假设就很有可能会发生偏差。

结果有限 — 因为你失去了更多了解用户的机会，如果仅仅依靠观察的话。

当然有些可用性专家有可能会说，你不能相信用户所说的话，或者说完全依赖用户所说会有很大的风险。幸好，我们是有办法可以最大限度的来避免或者减少这种潜在的风险的。要了解这些方法，我们必须学会进入另外一个领域：熟悉并掌握人与人之间的关系以及心理学所说的“同理心”。

可用性测试或者用户观察中发生的用户访谈-其实就是发生在两个人之间的一种关系，这两个人就是被访者和访问者。因此，在心理咨询中常用到的技术如果运用到用户访谈中，将会极大的丰富你的发现。而用户的行为将会得到更合理的解释。

心理学得到的灵感

下面提到的心理治疗中用到的方法启发了本文中的一些ideas。

卡尔-罗杰斯的人本主义思想：

卡尔-荣格的理论：

心理类型和MBTI—荣格的心理类型分类：psychological types and the Myers-Briggs Type Indicator (MBTI)—Jung’s psychological types correspond to the MBTI functions: introvert (I) versus extravert (E), intuitive (N) versus sensing (S), thinking (T) versus feeling (F), and judging (J) versus perceiving (P). The dominant orientations in an individual define his personality type—for example, ENTP. The MBTI is one of the most widely used personality tests.

shadow of the personality—According to Jung, the shadow of the personality represents unconscious parts of our personalities that we have repressed—because we either don’t accept them or pass judgment on them—and tend to project onto others. For example, a person who doesn’t accept the emotion of anger tends to judge himself each time he feels angry and might judge other people who express their anger easily.

这篇文章提供了十大技巧帮助你从用户的访谈中获得更多的东西。如果你怀着真挚的同理心，这些技巧将会非常有用。但是如果不是真挚的，即便你没有意识到或者你试图去隐藏你的不真挚，这些技巧可能很难帮到你。这些技巧不仅对可用性测试中的用户访谈有用，对各种现场研究以及其它形式的用户研究都是适用的，甚至包括和你的利益相关人的谈话。

1.谨慎判断和投射Be aware of your own judgments and projections

2.真挚坦诚Be genuine and transparent

3.适应用户别让用户去适应你Adapt to each user. Do not ask users to adapt to you

4.注意用户和你交互的方式Be conscious of the way users are interacting with you.

5.让用户讲他们自己的经历Get users to speak about their own experiences.

6.留意用户毳毛其次的时候Notice when users are censoring their own comments

7.让用户讲他们遇到的问题而不是解决方案Get users to speak in terms of problems, not solutions

8.适当的时候问为什么Ask “Why?” and dig deeper

9.客观和细密的观察Make objective and precise observations

10.允许用户自发的行为Allow users to be spontaneous and follow their flow

1.谨慎判断和投射

很容易说自己是不带偏见的，但是要实际上做到这一点却不是那么容易。如果你对被访者说你的答案没有好坏之分，而实际上你的行为有时候出卖了你，只是这样说是毫无用处的。

因此，不要在用户的答案之后说“很好”“好”之类的隐含积极判断的词汇。你可以根据谈话的背景说“哦，我懂了”，“了解”之类的不含好坏判断的话。

访谈中的两个人的关系和所有的关系一样，你会碰到各种各样的人-你感觉舒服的人，以及你感觉不舒服的人。除非你非常的小心，否则你的第一反应会坏了你的整个访谈。某些用户的某些方面你觉得不是很舒服是很自然的，但是你必须意识到你的这种感觉并且要设法战胜他们如果你希望从这个访谈能够获得更多东西的话。

注意观察自己对每个用户的反应，并且记录下自己的感觉或者你所做的判断。我们经常会消极的评价别人因为对方身上的某些方面让我想起自己身上不被自己所接受的东西。这种现象心理学上就“投射”。多注意观察体会自己的感受能帮助你更好的做到不偏不倚，更客观，而这些将会让你的被访者感觉和你聊天更舒服，他们也会因此更放得开。这样你也就能再访谈中获得更多的信息。

We all tend to judge others. It’s human. By becoming aware of and taking responsibility for your judgments about users and the feelings that you project onto them, you can go beyond these and become more empathic.

Of all the guidelines I’ve given in this article, this one is actually the most difficult to apply. Doing so requires self-observation and a willingness to overcome your biases and defences. However, being nonjudgmental has a huge positive impact on your relationships with users.

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 2. 真挚坦诚Be genuine and transparent.

The more your behavior aligns with your words, the more users will feel comfortable with you. Being truly transparent about your interview process or anything unusual that happens during an interview helps build users’ confidence in their relationship with you. If you are genuine and open, it will encourage users to be the same with you. Don’t pretend that everything is okay when users can sense that something is not. Any disconnect between what you say and what you do will make users feel insecure, and they’ll be less open with you. Here are a couple of scenarios to show you how this works.

Scenario 1

Problem: A user tells you something, but you were distracted or were thinking of something else and lost some important information that you need.

Solution: Let the user know that you were mentally absent. Say “I missed what you said. Would you please repeat it?”

Scenario 2

Problem: You want to follow a specific process during the interview or need to move quickly from one question to another and want only a user’s first impressions.

Solution: Let the user know before you start that you will move very quickly from one question to another.

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3. Adapt to each user. Do not ask users to adapt to you.

After a usability test session, you might find yourself saying, “Oh, this person wasn’t a good test subject.” He was too something—perhaps too shy or too talkative. It’s possible that the comments a particular user made were not very helpful—no matter how hard you tried to get valuable information from him. However, to make the most of each user interview, you must ensure that you are doing your best to adapt to the user’s rhythm and personality. Otherwise, you risk losing important data.

This example reflects the differences between introverts and extraverts, as defined by Jung’s psychological types and the Myers-Briggs Type Indicator (MBTI). Extraverts usually tend to think and speak at the same time, whereas introverts usually tend to speak only once they have thought through what they want to say. You should give people enough time to think before answering your questions—especially introverts.

It also shows how easily we can misinterpret users’ behavior. You must stay objective. If a user is not talking and there is an extended silence, don’t assume you know the reason for the user’s silence. Instead, observe how quickly he answers your first few questions and adapt to his rhythm. If he takes some time before answering, but gives detailed and thoughtful answers, be sure to give him enough time to answer your questions.

This example illustrates how different people can be and how important it is to be aware of their differences to make the most of user interviews. Learning about Jung’s psychological types can help you become aware of the diversity of personality types and how they can affect your relationships with users. This understanding will also help you to be less judgmental when confronted with a user whose personality is very different from yours.

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4. Be conscious of the way users are interacting with you.

Even though you’ve carefully explained to users that they are not being tested, you’ll often encounter users who feel they are being tested and are afraid of giving a wrong answer. If a person is nervous throughout a test session, even though you’re being empathetic and nonjudgmental, it is useless to try and change his or her feelings. Regardless of how hard you try, it won’t change anything. Even worse, a user might become irritated by your mothering behavior.

Observe carefully how users interact with you, and take these observations into account when interpreting your findings.

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5. Get users to speak about their own experiences.

In nearly all usability test sessions, at some point, you’ll hear a user say something like one of these remarks:

• “For me, it’s okay, but the average person might find it difficult.”
• “For my mother, it would be hard.”
• “Older people would have difficulty with it.”
• “For someone who is looking for something like that, it’s good.”

It is very common for users to speak for someone else during a test session. It often happens when users feel uncomfortable stating their own point of view. For example, they might fear being judged or want to please the interviewer. It places users in a less compromising position to speak for someone else rather than to speak for themselves and say what they really think—for example, “I find it very difficult,” “I think it’s really bad,” or “It’s useless to me.” This is something people do unconsciously every day, but do not let yourself be fooled by this. Users really know only their own experiences, abilities, and opinions. Gathering information about what users think the user experience would be for other people has no value.

To make sure users speak from their own points of view, don’t reformulate what the user said about a product’s user experience for other people. Instead, just restate the part of the user’s answer that represents his own opinion. When you do this, users will stop talking about other people’s opinions and speak for themselves—for example:

User: For me, it’s okay, but for the average person, it might be difficult.

Interviewer: For you, it’s okay.

User: Yes. It’s okay, because….

Alternatively, you can ask a question about a user’s opinion like this:

User: For my mother, it would be hard.

Interviewer: And what about for you? What do you think?

These examples show ways you can smoothly get a user to come back to his own opinions. If you do this with genuine empathy, the user will feel comfortable speaking more freely and honestly about himself and his personal opinions. Doing this acknowledges the user’s true opinion, indicates that his opinion is important to you, and shows that you are not judging him. Reformulating a user’s answers conveys empathy and acceptance.

While this generally works very well, in the rare case that a user keeps talking about other people’s viewpoints, do not push too hard and insist that the user talk about his own opinions. Otherwise, the user may become defensive.

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6. Notice when users are censoring their own comments.

You’ll often see users self-censoring their opinions. This often happens when users fear their opinions are too critical. For example, at the end of an interview, you might ask a user about his general impressions of your Web site. Perhaps the first words that come to his mind are “very complicated,” but he hesitates to express this negative judgment, fearing he might offend you. So, he tones down his original thought and says, “very complicated, but when you get used to it, it’s okay,” or “but for people who know the field, it might be easy.” In some cases, users really have mixed opinions about a product, but in other cases, they are just trying to be nice. If you have carefully observed a user’s behavior throughout a test session, you can probably judge whether the user will try to please you by self-censoring his real impressions or really has mixed impressions.

To ensure you capture a user’s real opinion, reflect back the user’s initial opinion like this:

Interviewer: What are your impressions of this Web site?

User: Oh, it’s very complicated, but I guess, for people who know the field, it’s okay. Yes, I think it’s okay.

Interviewer: You said it was very complicated.

User: Yes, it’s very complicated because….

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7. Get users to speak in terms of problems, not solutions.

Often, during usability testing, users offer solutions to problems. For example, after failing to find a link on a Web page, a user might say, “I did not see that link. It should be in bold, or it should be bigger.”

The user is not a designer, so the solution the user suggests—that the link should be in bold—might not actually work. What will help you find the right solution is to investigate why the user did not see the link. So, if you can, get the user to tell you why he couldn’t see the link. Sometimes, the user won’t know, so don’t push too hard, but he might give you very interesting information that will help you identify why he didn’t see the link and, ultimately, help you find a solution. For example, he might say, “I was concentrating on another part of the screen and didn’t notice there were links in this area,” or “I thought it was just text.”

And you can help the user to provide more precise information by asking follow-up questions that are appropriate to the context—like this one, “Were you expecting to find the link on another part of the screen?” Each piece of information you glean will help you better understand the reason why the user did not see the link and help you find a solution to the problem that you identify. Only when you have accurately identified the problem can you come up with the right solution.

Here are two examples of how you can help a user to clarify a problem:

User: This label isn’t right.

Interviewer: Why isn’t it right?

Don’t initially ask, “What would be a better label?” That would be asking the user to solve rather than identify the problem.

Once you understand the problem, you can ask follow-up questions that are appropriate to the context—like “What were you expecting?” or “Did you have a word in mind?”

User: “This page is dull. I don’t like it much.”

Interviewer: “Why you don’t like it?”

Don’t ask, “How would you improve it?”

It’s actually easier for users to first explore a problem rather than thinking right away about a solution. Plus, you’ll avoid losing important data about the problem, which in the end will help you to devise the right solution. Though, once you and a user have explored a problem together, the user might come up with a very good solution.

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8. Ask “Why?” and dig deeper.

When interviewing a user during usability testing, asking “Why?” and exploring users’ statements in depth is essential. If you don’t dig deeply enough in trying to understand a user’s point of view, you won’t get enough information to make the proper recommendations to improve a user interface. Statements like the following won’t provide sufficient information to your product team:

“Participants preferred the previous version of the Web site.”

“Participants did not understand the label.”

“Participants did not click the link.”

You must understand and explain why. Without your providing the reasons behind such statements, it will be hard for designers to know how to improve the design of a product’s user interface. To come up with a good design solution, they must have an in-depth understanding of the problem they are trying to solve. Thus, when interviewing users during usability testing, always keep in mind what you want to do with the findings and ensure that you gather all necessary pieces of information to help you reach your  goal—generally, helping your team to redesign a user interface.

This guideline pertains to many user research activities. For example, Indi Young points out how important it is to ask “Why?” when doing a task analysis and to “dig into the background of a topic until the interview participant has no more to say about it, or takes you on another tangent.” For a task analysis, the ultimate goal of user interviews is to clearly identify users’ tasks and build a complete mental model of their work. To succeed, you must keep your final goal in mind during the interviews.

Do not be afraid of digging too deeply or getting into too much detail. You are better off having too much detail than having an incomplete explanation of a problem when redesigning a user interface. Sometimes, when first interviewing users, it’s hard to know what specific pieces of information you need. You’ll learn what to explore by trial and error. If you find some of the details you’ve gathered aren’t relevant, you can avoid exploring them further in your next interviews.

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9. Make objective and precise observations.

During my training in the creative nondirective approach to psychotherapy, I learned something that helps me a lot in usability testing: objective and precise observation. This is a simple, but very powerful tool for avoiding misinterpretations of user behaviors and getting users to talk to you.

For example, if a user is looking at a part of the screen without doing anything, don’t interpret what the user is experiencing by saying, “You are hesitating.” You can’t really judge whether the user is hesitating. Instead, as a result of objective and precise observation, say, “I notice that you have been looking at this part of the screen for a while.” If you make an objective observation, the user will generally explain what he was thinking.

If a user smiles when looking at a Web page, but does not speak, you might wonder why he is smiling. A smile can have many different meanings, but there is no way to know the exact reason why a user is smiling without asking. If you don’t ask, you won’t learn why and might lose an interesting bit of information, so try this:

Interviewer: You are smiling.

User: Yes, because I like the image on the page.

This technique can help with any user behavior that you observe and want to understand better—whether silence, nonverbal expressions, or a user’s pattern of navigation through a user interface. It provides a lot of rich information you would not have without asking the user, and if you don’t ask, you risk misinterpreting the user’s behavior. 返回

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10. Allow users to be spontaneous and follow their flow.

In usability testing, the more spontaneous a user’s answers are, the more reliable they are. Here are a few techniques for getting more spontaneous responses from users:

Let users talk without interruption unless they go outside the scope of a usability test. Also, let users remain silent or pause for a while if they need time to think.This is often hard to do, because you might become impatient or have difficulty bearing the silence, but you should avoid interrupting a user’s thought process. An introverted user might still be composing what she wants to say in her mind. If you interrupt, you might lose some very interesting information the user was about to tell you.

For example, if a user is scanning a page of search results, and still in the process of thinking about them, starts saying, “Ah, the search results are highlighted…,” you should not interrupt the user by asking, “What is it?” Instead, give the user time to gather her thoughts.

Always go along with a user’s flow—regardless of the sequence of questions you’ve planned for a user interview.For example, perhaps a user starts talking about a topic you intended to address at the end of your interview. While much depends on the particular situation, I generally recommend letting users talk rather than telling them you’d prefer to go back to some point later on. If a user spontaneously raises a point you wanted to know about, it is golden.

Let users speak about their spontaneous reactions rather than asking them questions right away.For example, once a user lands on a Web page, first wait a bit for his spontaneous comments. Don’t immediately start asking the user questions.

If you do inadvertently interrupt a user, try returning to the user’s spontaneous comments.Fortunately, if you miss something a user says or cut a user off, it’s usually possible to go back to what the user was saying. Even when you’re careful, it’s all too easy to cut off a user’s remarks. To help get a user back on track, you might say, “A moment ago, you were saying…” and repeat the words the user was saying when you interrupted him.The user will generally go back to his previous situation and explain it to you as though it has just happened.

This technique also works if a test session is interrupted for any reason—for example, if a computer breaks down or someone comes into the room—and you want to return to what the user was saying before the interruption.

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Conclusion

A usability test implies, among other things, a relationship between two people—an interviewer and a user. The way an interviewer interacts with users influences the outcome of test sessions greatly. Drawing conclusions from only observation is risky. You must elicit verbal comments from users in a way that enriches your observations and helps you avoid biases. To make the most of your user interviews, convey confidence and empathy, adapt to users’ personalities and rhythms, get users to talk about their own experiences and the reasons behind their comments, explore users’ comments in depth, and follow users’ flow.

When doing eyetracking studies, you should always elicit verbal comments to ensure that you interpret users’ behaviors correctly. For example, a hot spot on a word might have different explanations—such as interest, confusion, or surprise.

However, relying too much on users’ verbal comments can be just as risky as relying too much on observational data. For example, a user might say he likes a Web site after failing all the tasks during a test session. A successful usability test session results from the right combination of observation and verbal comments. Observational and verbal data are more reliable in combination than when used separately.