Conduct User Interviews

Conducting user interviews is a crucial step in understanding user needs and preferences. It allows us to gather qualitative data that can inform product development. Here are some key steps to consider when conducting user interviews:

  • Develop a clear interview guide with open-ended questions to facilitate discussion.

  • Choose a diverse range of participants to ensure a variety of perspectives.

  • Create a comfortable environment that encourages honest feedback.

  • Record interviews (with consent) for accurate data capture and analysis.

  • Analyze responses systematically to identify common themes and insights.

Prepare for the Interview

  • Preparation is crucial for both in-person and online interviews to maximize the limited time and understand users' perspectives.

  • Key preparation steps:

    • Script Interview Questions: Develop a consistent list of questions for all users, but allow for deviation to explore user pain points.

    • Collect Supplies: Create a checklist of necessary items like computers, printed questions, or writing materials. Ensure familiarity with any new equipment.

    • Research the Users: Gather available information about interviewees, such as names, demographics, experience with the product, and how they learned about the interview. Use this to extend conversations and build rapport.

    • Verify participant identities on platforms like LinkedIn, especially when working for an organization, to avoid interviewing competitors.

    • Practice: Rehearse delivering questions to refine them and ensure smooth interviews. Practicing helps determine if the interview length is appropriate and if questions need adjustment.

Meet the Participant

  • First impressions are critical for a successful interview.

  • Key actions when meeting participants:

    • Build Rapport: Establish a friendly, professional interaction. Use light conversation to put users at ease.

    • Thank Users for Coming: Show gratitude for their time and perspectives to make them feel valued.

    • Gather Basic Details: Collect relevant information like names and demographic details.

Conduct the Interview

  • The goal is to empathize with users by making them comfortable and asking numerous questions.

  • Key considerations during the interview:

    • Follow Interview Etiquette: Speak clearly and concisely, and remain professional regardless of user responses. Actively listen by nodding, making eye contact, and taking notes.

    • Ask Open-Ended Questions: Use open-ended questions, starting with “why”, to encourage detailed responses. For example:

      • Instead of: "Do you like going to the library?"

      • Ask: "Why do you like or dislike going to the library?"

    • If participants give short answers, follow up to get more information.

    • Take Notes: Capture as much as possible during the interview, as it can be hard to remember details later.

    • Record Interviews: With participant consent, record interviews for revisiting important parts or taking additional notes afterward.

    • Highlight compelling quotes: Note interesting quotes as indicators of user thoughts and feelings. These can provide firsthand perspectives for empathy maps.

    • Document observations about participants: Record mood, expressions, body language, behaviors, and external factors that might skew responses. These observations are important for creating empathy maps.

End the Interview

  • After asking all questions, allow users to share final thoughts.

  • Thank participants again to leave them feeling positive about you, the product, and the brand.

Build Empathy

  • empathy exercise: Designers use their imaginations and perspective-taking skills to anticipate their users’ experiences so they can ask better interview questions. Responses in the empathy exercise come from the designer themself.

  • User profiles are short, fictional biographies that aid with informal empathy exercises