— Inspired by Steve portigal talk in Design Better
As a research designer, interviews are one of the most powerful tools to tap into the true thoughts, needs, and aspirations of your users. However, conducting a good interview goes far beyond simply reading from a list of questions. It requires a fluid and intuitive approach where empathy, active listening, and the ability to improvise are crucial.
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Below are key ideas, with examples, to guide you through the art of interviewing and help you turn this method into a meaningful exploration of hidden truths.
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One of the first things to understand is that it’s okay not to have all the answers, and it’s okay to get things wrong. In fact, being wrong opens doors to new insights. when a user says something that challenges your assumptions, dig deeper. look for answers together with them. don’t be afraid to continue the conversation and ask follow-up questions.
example: imagine you’re conducting an interview about a new e-commerce platform. you might assume users prioritize fast shipping, but a user says, "i don’t mind waiting for a week if it means better packaging." instead of dismissing this as uncommon, ask more questions. "what makes the packaging more important to you?" this deeper dive could lead to insights about sustainability or the importance of aesthetics, which you wouldn’t have considered initially.
Stop thinking of interviews as a checklist or rigid guide you need to follow step by step. instead, treat it as an open conversation where you don’t know where it’s going to end. allow for flexibility and improvisation. Your users might take the conversation in directions you didn’t anticipate, and that’s a good thing. Follow them where they lead, and adapt your questions to what they’re telling you in real time.
example: you’re interviewing a user about their experience using a travel app. you have a set of questions focused on the booking process, but the user starts talking about the app’s loyalty program and how it affects their decision-making. rather than pulling them back to your list of questions, explore this tangent. ask, "how does the loyalty program change the way you use the app?" this might reveal hidden motivations or pain points that are more valuable than what you had originally planned to discuss.