User interviews

Introduction

What are user interviews ?

User interviews are structured conversations exploring a participant’s thoughts, behaviours, beliefs, and emotions regarding a specific topic. There’s no right or wrong answer here—your mission is to uncover depth, nuance, and unexpected truths. It’s about uncovering meaning, not just gathering answers.

Why conduct user interviews ?

When done effectively, interviews reveal:

Real-life user experiences and their memorable aspects

Detailed insights into pain points, motivations, attitudes, and needs

How users interpret a product, service, or situation

User values, mental models, and behavioural drivers

Blind spots in your project that you might not have noticed

Step by Step Guide

1. Prepare 2. Conduct the interview 3. Turn insights into action

Step 01

Prepare

Align

Define 3 to 5 focused research goals with your team.
Choose the assumptions you wish to validate.
Create user profiles using tools like the User Needs Investigation Canvas.
Develop a retro-planning schedule with a typical cycle of approximately 2.5 weeks. Recommended timeline: 5 to 7 days for preparation, 3 days for conducting, and 5 days for analysis and report

Recruit

Select participants that reflect your defined user profiles.
Keep details vague to avoid biased behaviour.
See the Recruitment Playbook for specific strategies.

Craft Your Interview:

Ask open-ended questions
Avoid leading language (e.g., instead of “Do you like…,” use “How do you feel about…”).
Focus on the present: avoid questions about the distant past or future
Be specific and use real-world examples
Avoid jargon unless your audience is already familiar with it
Don’t ask about solutions; focus on problems instead
Organise your questions logically to maintain flow and depth
Practice your interview beforehand

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Planning

Here is an example of how to plan your next user interview. Depending on the number of interviews and the difficulty in recruitment, we estimate planning around 2,5 weeks. Look at the planning example to ensure you don’t overlook any steps.

Checklist

A smooth interview

Know your script—but don’t stick to it rigidly
Set up a distraction-free environment
Test your tech (recording devices, prototypes, wifi etc.)
Define roles (moderator vs. note-taker)
Comfort participants first
Encourage deeper exploration
Don’t fill silences or pitch ideas.

STEP 02

Conduct the interview

Build trust and conversation

Greet participants warmly and sincerely.
Clearly explain your role and the process they will go through.
Make it clear that the focus is on testing the product, not on the participants themselves.
Encourage participants to “think aloud” during the process.
Provide just enough context to frame the conversation without leading them in a specific direction.
Use the “Five Whys” technique to explore deeper issues: repeatedly ask “Why?” to uncover root motivations or frustrations.

Be Aware of Common Biases

Social desirability: Participants may respond in a way they think will please you.
Framing effect: The way information is presented can subtly influence responses.
Ambiguity effect: People tend to prefer familiar, “safe” answers over uncertain ones.

To mitigate misunderstandings and encourage constructive dialogue, use neutral language and play devil’s advocate to explore different perspectives. Gently confront contradictions to maintain a respectful exchange, and present equal information for comparison to ensure a balanced view.

Wrap Up Thoughtfully

Thank participants for their time and openness
Let them know their feedback makes a real impact
Keep the door open for future testing

Pro Tip

Go Beyond Words

As a note-taker, it’s essential to go beyond simply recording what is said. Nuance lives in tone, expression, and unspoken cues that only a mindful note-taker can capture.

Pay attention to body language, which can often reveal more than words alone. Also, be aware that interview responses can be influenced by bias or a desire to present oneself in a certain way.

AI-powered tools like Otter.ai and Dovetail can help detect emotional patterns, synthesize transcripts, and identify emerging themes. However, these insights should always be cross-checked with your own observations and body language cues.

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Interview debrief

After the interview, make sure to note the main points that came out of it. Download the canvas below to help you structure your notes.

Interview Debrief Canvas (pdf)

Step 03

Turn insights into action

Organize Your Notes

Sort notes by interview or by question.
Capture emotional cues, confidence levels, and the language used.

Identify Patterns

Highlight repeated comments (e.g., “I couldn’t find the search bar”).
Group insights by themes (e.g., “navigation,” “onboarding,” “profile”).

Code Your Data

Tag responses with relevant topics such as accessibility, ease of use, or frustration.

Build an impactful report

Start your report with what is most important. It should include:

A brief overview of goals, audience, and methodology.
Key recommendations based on validated user insights.
Thematic analysis with quotes and behaviour indicators.
Clear next steps and design implications.
Keep the report visual, concise, and focused. Let insights drive the narrative, not the volume of data.

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User needs investigation canvas

Once your notes are organized, take it a step further by mapping insights onto a User Needs Investigation Canvas. This simple tool helps you cluster key findings—like pain points, goals, and context—so you can start spotting patterns across interviews. It’s especially useful for turning raw observations into actionable user needs, setting a solid foundation for ideation or prioritization later on.