Dos and Don’ts When Conducting a User Interview
Conducting a user interview is one of the most effective ways to gather valuable insights that inform product design, service improvement, or business strategy. However, getting meaningful and honest feedback from users requires careful preparation and mindful execution. Here are some essential dos and don’ts to keep in mind when conducting user interviews.
The Dos
1. Prepare Thoroughly
Before the interview, ensure you have a solid understanding of what you aim to learn from the user. This includes:
- Defining clear objectives for the interview.
- Preparing a semi-structured interview guide with key questions.
- Reviewing the user’s background to make the conversation more personalized.
Preparation helps ensure that the interview stays focused while allowing flexibility for deeper exploration.
2. Create a Comfortable Environment
Establish a rapport with the user at the beginning of the interview. A relaxed, non-judgmental atmosphere encourages honest and open feedback. Greet the participant warmly, thank them for their time, and explain the purpose of the interview clearly.
3. Ask Open-Ended Questions
Use open-ended questions to encourage the user to share more in-depth information. Instead of “Do you like using this app?” ask, “Can you walk me through how you use this app?” Open-ended questions prompt richer, more detailed responses.
4. Listen Actively and Follow Up
During the interview, focus on listening more than speaking. Pay attention to the user’s tone, body language, and pauses. When a user mentions something particularly interesting or unclear, ask follow-up questions to explore their thoughts further. Use phrases like:
- “Can you tell me more about that?”
- “What makes that important to you?”
5. Be Neutral and Unbiased
Stay neutral throughout the interview to avoid influencing the user’s responses. Avoid agreeing or disagreeing with their answers or giving any indication that you’re looking for a particular response. Neutrality ensures that the feedback you receive is authentic and not skewed.
6. Keep It Conversational
While following your interview guide is important, the conversation should feel natural. Be flexible, allowing the user to share tangential thoughts that may offer unexpected insights. You can always steer the conversation back if it strays too far.
7. Take Notes (or Record)
Documenting user insights accurately is crucial. Either take notes during the interview or, with permission, record the session. Recording allows you to focus on the conversation and return later to review specific details.
8. End on a Positive Note
Before concluding the interview, thank the participant again for their time and insights. Give them an opportunity to add anything they feel hasn’t been covered. Ending on a positive, grateful note leaves the user with a good impression, fostering trust for future engagements.
The Don’ts
1. Don’t Ask Leading or Biased Questions
Avoid questions that imply a certain answer or steer the user in a specific direction. For example, instead of asking, “Don’t you find this feature confusing?” try, “How do you feel about this feature?” Leading questions can skew the feedback, leading to inaccurate data.
2. Don’t Interrupt or Finish Their Sentences
Interrupting the user can disrupt their thought process and make them feel rushed. Allow users to finish their responses, even if there’s a pause or silence. Often, the most valuable insights come when users are given time to reflect before answering.
3. Don’t Make Assumptions
If something isn’t clear, ask for clarification instead of assuming you know what the user means. Making assumptions can lead to misinterpretation and result in missing critical insights.
4. Don’t Ask Multiple Questions at Once
Avoid asking compound questions like, “What do you think of the app’s layout, and do you find it easy to use?” This can confuse the user, and they may only respond to part of the question. Break your questions into smaller, focused parts to ensure clear responses.
5. Don’t Overwhelm the User with Technical Jargon
If you’re interviewing users who aren’t familiar with industry or technical terms, avoid using jargon. It can confuse them and may lead to incorrect or incomplete feedback. Use simple, clear language that the user can easily understand.
6. Don’t Rush the Process
User interviews take time, and rushing the process can leave out important insights. Allocate enough time for each session, allowing users to express themselves fully without feeling hurried.
7. Don’t Judge or Correct the User
Even if the user provides feedback that you disagree with or find incorrect, never correct them during the interview. Everyone has different experiences and perspectives, and the purpose of the interview is to understand their point of view. Judging or correcting them may make them uncomfortable and less likely to share openly.
8. Don’t Focus Only on Problems
While it’s important to uncover issues, don’t spend the entire interview focusing on problems. Ask questions about what the user likes or what works well, as positive feedback can provide insights into what to build upon.
Conclusion
User interviews are an invaluable tool in understanding the needs, motivations, and pain points of users. By following these dos and don’ts, you can create a more comfortable and effective interview environment, leading to insights that truly reflect the user’s experience. Remember that your primary goal is to listen empathetically, stay neutral, and guide the conversation in a way that uncovers the most useful information.
