The Art Of The Intercept: Moving Beyond “Would You Like To Take A Survey?”
February 18, 2016 - Uncategorized
Maxwell is a researcher at a design firm that is working on a mobile payment app. He wants to learn more about how users currently interact with point-of-sale terminals. Maxwell contacts a local grocery store to coordinate times to observe customers as they are checking out. He then asks every fifth customer who checks out to complete a brief survey. Maxwell is engaging in intercepts as part of his recruitment of research participants.
We often want information on what users and potential users of our designs think and how they behave in the context of where they will use our design. For example, if you are designing a new interface for an ATM, you would benefit from understanding how current users engage with ATMs in the context of spaces where ATMs are located. Intercepts allow you to engage users in a variety of settings to collect data to inform your design. It sounds simple, but there is a right way to ask people to stop and participate in a study. This article shares a method to design and carry out effective intercepts as part of your user research.
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Source: Smashing Magazine