Chapter 9 Vision: Are You Looking at Me

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Vision: Are You Looking at Me?

Now that we’ve discussed how to conduct contextual interviews and observe people as they’re interacting with a product or service, I want you to think about how those interviews can provide important clues for each of the Six Minds.

I’d like to start by looking at this from a vision/attention perspective (Figure 9-1). In considering vision, we’re seeking to answer these questions about their customers:

  • Where are their eyes looking? (Where did they focus? What drew their attention? What does that tell us about what they were seeking, and why?)
  • Did they find what they were looking for? If not, why? What were the challenges in them finding it?
  • What are ...

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