Why User Interviews Matter
Interviews are like sitting down for an intimate conversation over coffee, where the spotlight is solely on the user and their experiences, thoughts, and feelings. When conducted effectively, interviews allow you to step into the user’s world, revealing their goals, frustrations, motivations, and even the workarounds they create to deal with product limitations. Imagine talking with a user who’s been using a fitness app daily to manage their workouts. During the interview, they might tell you about the motivational elements they love or, just as crucially, the friction points that stop them from achieving their fitness goals. These real, raw insights go beyond what you can capture through survey questions or analytics, providing a deeper understanding of the person behind the user data.
One of the powerful aspects of interviews is that they give users space to share unexpected details. For instance, let’s say you’re interviewing parents about an educational app for their kids. You might uncover that while the app itself is engaging, parents are hesitant to let their children use it because of screen time concerns. These insights about context—such as family values, daily routines, and unspoken worries—are difficult to capture in other research formats but are essential for designing products that genuinely resonate.
Conducting Effective User Interviews
A successful user interview is more of an art than a rigid process. Here are a few techniques to help make the most of this qualitative method.
Ask Open-Ended Questions
Begin by asking questions that prompt users to tell stories. Rather than asking, “Do you like the product?” try, “Can you tell me about the last time you used the product?” The latter encourages users to recall specific experiences, bringing to light details they might otherwise overlook. Open-ended questions create an environment where users feel encouraged to share more than just basic responses, which can lead to uncovering underlying needs or problems.
Use Follow-Up Questions to Dig Deeper
If a user mentions they were “a little confused” by a certain feature, don’t just move on. Follow up with, “Could you explain what was confusing about it?” or “How did you work around that?” These follow-up questions reveal the thinking process behind their actions, giving you a clearer picture of where the product can be improved. For instance, a user may reveal that they couldn’t find a specific function because it was hidden in a submenu, giving you a concrete area for design optimization.
Embrace Silence
This might sound counterintuitive, but sometimes saying nothing is the best way to get more information. When a user pauses, resist the urge to jump in with your next question. Silence can feel uncomfortable, but users often fill it by elaborating on their previous response, offering insights that go deeper than their initial answers. If a user hesitates after describing a feature they disliked, that pause might prompt them to reflect further, possibly revealing additional pain points or frustrations.
Use Non-Leading Questions
It’s crucial not to lead the user toward a specific answer. Instead of asking, “Did you find it easy to navigate?” Try, “How did you find navigating the app?” This small change makes a big difference in capturing the user’s unbiased experience, as they’re not influenced by your expectations. For example, they might respond with surprising insights about aspects of navigation you hadn’t anticipated, such as issues with button size on a mobile interface or confusion over icon meanings.
Observe Non-Verbal Cues
Sometimes, what users don’t say is just as important as what they do say. Non-verbal cues, like a pause, a sigh, or a confused expression, can signal a point of frustration or hesitation. If you notice these cues, gently ask follow-up questions to explore those emotions further. For example, if a user frowns when discussing a checkout process, it could be an opportunity to ask, “I noticed that part seemed a bit frustrating. Could you walk me through what didn’t work well for you?”
When to Choose Interviews
Interviews are ideal when you need rich, nuanced insights and when understanding the “why” behind user behaviors is more valuable than simply knowing “what” users do. They’re particularly effective for exploratory research—when you’re designing a new feature or product and need to understand how it might fit into users’ daily lives.
For example, imagine you’re working on a new mental wellness app that offers personalized routines to help users manage stress. Since stress is subjective and manifests differently for everyone, surveys or analytics might fall short in capturing the full story. Instead, by interviewing a diverse group of users, you can learn about specific scenarios, triggers, and routines related to stress management that impact each user’s mental wellness journey. Perhaps one user manages stress with regular meditation but finds the app’s guided meditation feature too long or scripted. Another user might express a desire for bite-sized, on-the-go content. Such detailed, personal insights will help you fine-tune features to match users’ unique needs.
Another scenario where interviews shine is when you want feedback on a new or complex feature. Suppose you’re designing a multi-step checkout process for an online marketplace. While data may tell you how many users drop off at each step, interviews with those who abandoned their carts can uncover the specific friction points causing them to give up. They might mention unexpected fees, complicated form fields, or a lack of payment options. This qualitative feedback can guide you in making targeted design improvements that are grounded in real user experiences.
By offering a window into the user’s world, interviews bridge the gap between the product team and the end user, allowing you to design with empathy and precision. And when you listen deeply, users often provide insights that can shape not only a single feature but the entire user experience.
