User Interviews: Best Practices for Gathering Qualitative Insights from End-Users

Introduction
User interviews are a powerful way to understand how people feel about your design. They provide in-depth insights that numbers alone can’t show. In this article, we’ll share best practices for planning, conducting, and using information from user interviews.

Preparing for the Interview

Define Your Goals:
Be clear about what you want to learn. Are you looking to improve a specific feature, understand user habits, or gather general feedback?
Create Open-Ended Questions:
Prepare questions that encourage detailed responses. Instead of asking, “Do you like this feature?” ask, “How do you feel about this feature and why?”
Select the Right Participants:
Choose interviewees who represent your target audience. Their feedback will be more relevant and actionable.

Conducting the Interview

Set a Comfortable Tone:
Start with a friendly introduction to help the interviewee feel at ease. Explain the purpose of the interview and assure them that there are no right or wrong answers.
Be an Active Listener:
Focus on what the user is saying. Avoid interrupting and use follow-up questions to dig deeper into their thoughts and feelings.
Record and Take Notes:
With permission, record the interview so you can review the conversation later. Taking notes during the session helps capture key points and impressions.

Analyzing the Insights

Look for Common Themes:
After several interviews, review the recordings or notes to identify repeated ideas or issues. This can point to larger trends or common problems.
Prioritize the Feedback:
Focus on the insights that most affect the user experience. Decide which changes will make the biggest difference and plan to address those first.
Apply What You Learn:
Use the insights from your interviews to make informed improvements to your design. User feedback is invaluable in creating a product that truly meets their needs.