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Pattern Group K. Making Navigation Easy > Observe and Interview Your Customers

Observe and Interview Your Customers

Understand the customer's perspective by ethnographically observing how your customers go about doing things. To do this you will have to follow some people around for a few days to see who they communicate with, what kinds of forms they use, what kinds of tools they use, and what kinds of things they do. Another approach is to interview customers in their workplaces. Have them take you through the steps of their work. These two techniques—ethnographic observation and interviewing—are described in greater detail in Chapter 3—Knowing Your Customers: Principles and Techniques. Note the types of terminology and language your customers use. Also pay special attention to writing at a ninth- or tenth-grade reading level unless your audience is highly sophisticated or much less sophisticated.


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