Overview
User interviews are a qualitative research method. I actually really enjoy them and like planning them. The more I can learn about psychology and people the better. I tend to ask a lot of questions anyway in general so being naturally inquisitive helps as you can ad hoc questions if the interviewee brings up something unexpected.
So what they involve…they are structured conversations between a researcher or designer and users or potential users of a product, service, or system. The primary goal of user interviews is to gather in-depth insights, feedback, and qualitative data about the users’ experiences, needs, preferences, and pain points. Interviews provide invaluable insights and conducting effective user interviews is a skill that can greatly influence the success of your product or service. I wanted to explore the key steps and best practices for conducting user interviews that yield actionable results.
Key characteristics of user interviews include:
Open-Ended Questions: User interviews typically involve open-ended questions that encourage participants to share their thoughts and experiences freely. These questions aim to uncover not only what users do but also why they do it.
One-on-One Interaction: Interviews are usually conducted on a one-on-one basis, although they can also be done in group settings. The personal interaction allows for deeper exploration and follow-up on specific topics.
Qualitative Data: Interviews generate qualitative data, which means the focus is on understanding the quality, context, and nuances of user experiences rather than numerical data.
Iterative Process: User interviews are often conducted iteratively throughout the design and development process to validate assumptions, gather feedback on prototypes, and inform design decisions.
Empathetic Approach: Successful user interviews require empathy and active listening. Interviewers should create a safe and comfortable environment for participants to share their opinions and feelings openly.
Recorded and Transcribed: Interviews are typically recorded (with the participant’s consent) and transcribed for later analysis. This allows researchers and designers to review the conversations and extract key insights.
the plan
How to begin
Before you dive into conducting user interviews, it’s essential to clarify your objectives. What do you hope to learn or achieve through these interviews? Are you looking to understand user behaviour, gather feedback on a specific feature, or validate your design assumptions? Defining a clear purpose will guide your interview structure and questions.
Participant Recruitment
Define Your Target Audience: Identify the specific user group or persona you want to interview. Your target audience should represent the people who will use your product or service.
Recruitment Channels: Utilise various recruitment channels to find participants. These channels may include social media, online communities, email lists, or even existing customers.
Incentives: Consider offering incentives, such as gift cards or discounts, to motivate participants to take part in the interviews.
Preparing for the interview
Create an Interview Guide: Develop a structured interview guide that includes a mix of open-ended and specific questions. The guide should align with your research objectives.
Conduct a Pilot Interview: Before scheduling official interviews, conduct a pilot interview with a colleague or friend. This helps refine your questions and identify any issues with the interview process.
Choose the Right Environment: Select a quiet and comfortable space for the interview, whether it’s in person or remote. Ensure that you have all the necessary tools, such as recording equipment or interview software.
Conducting the interview
Building Rapport: Begin the interview by establishing a rapport with the participant. Explain the purpose of the interview, reassure them about confidentiality, and encourage them to share openly. This can vary massively if you are conducting remote interviews vs face to face.
Active Listening: During the interview, practice active listening. Allow participants to express their thoughts without interruption. Pay attention to verbal and non-verbal cues.
Probing: Use probing questions to delve deeper into specific topics. Ask follow-up questions that encourage participants to provide more detailed responses.
Record and Transcribe: Record the interview (with the participant’s consent) to ensure accuracy. Transcribe the conversation for later analysis.
Post interview analysis
Analyse the Data: Review and analyse the interview data. Look for common themes, pain points, and areas where participants expressed strong opinions.
Synthesise Findings: Create a summary or report that synthesises the key findings from the interviews. Use quotes and anecdotes to illustrate important points.
Identify Actionable Insights: Identify actionable insights that can inform your design decisions. What changes or improvements should be made based on the feedback?
Iteration and Continuous Learning
Iterate and Test: Apply the insights gained from the interviews to your design or product. Make iterative changes and test them with users to validate improvements.
Continuous Learning: User interviews should be an ongoing process. Regularly gather user feedback to ensure your product or service evolves to meet changing user needs.
Post interview analysis
Iterate and Test: Apply the insights gained from the interviews to your design or product. Make iterative changes and test them with users to validate improvements.
Continuous Learning: User interviews should be an ongoing process. Regularly gather user feedback to ensure your product or service evolves to meet changing user needs.