A user interview is not about asking people which feature they want. Its purpose is to understand behavior, needs, habits and the context behind decisions. A strong interview focuses on real past experiences and prevents the design team from defending assumptions without evidence.
Clarify the research question
Before interviewing, write down which decision the research needs to support. Replace a broad question such as “Do users like the product?” with an observable problem such as “Where do users need support while completing their first payment?”
Ask non-leading questions
- Ask “What were you trying to do on this screen?” instead of “Was this feature useful?”
- Ask about what the participant did in the past rather than what they might do in the future.
- Do not fear silence; give the participant time to think.
- When you hear an unexpected behavior, follow up with “Could you tell me more about that?”
The most valuable answers appear when participants are not trying to please the interviewer.
Turn notes into decisions
After the interviews, sharing quotes alone is not enough. Group recurring behaviors, needs and barriers, then state which product decision each insight affects. Research becomes valuable when it helps the team make a better decision.
