A user interview is a one-on-one research conversation for learning about people’s behavior, attitudes, beliefs, needs, and experiences. Open-ended questions invite participants to describe their own context rather than select from predetermined answers. The interviewer can then ask clarifying follow-ups and look for the reasons behind a response. section 4.2.3
Interviews help test whether a product or design is solving the right problem. They can happen in person, by video, or by voice conference, and they remain useful throughout a project rather than only at the beginning. Repeated conversations with the target audience reveal recurring themes that can shape product decisions. section 4.2.3 section 11.2.5
Plan an interview around a focused learning goal:
- Define one question worth answering, such as how people use a product, how they feel about it, or how they experience a particular feature. section 4.2.3
- Ask open-ended prompts that let people explain a process, their choices, and difficult or enjoyable moments. section 4.2.3
- Follow up on notable answers with clarifying questions instead of assuming what a response means. section 4.2.3
- Speak with at least 10 people when looking for common themes that can influence a product. section 4.2.3
- Capture detailed notes, or record the session with permission, so observations can be reviewed later. section 11.2.1
The interview format should match the feedback needed. When reviewing static mock-ups, ask directly about visual details: whether color, typography, imagery, hierarchy, or page elements make the experience clear, overwhelming, or hard to navigate. For a user flow, let the participant walk through a task using the mock-ups, then ask about the choices and confusion that appear along the way. section 11.2.1 section 11.2.1
Interviewing a parent about an ice-cream sundae
Set a goal: learn how parents feel about building an ice-cream sundae for their children and how the process could improve. Ask the participant to walk through making one. Probe for the hardest step, what they enjoy, and what would make the experience easier or more enjoyable. The same pattern transfers to a website: ask someone to walk through a task from a mock-up, observe where they look, and explore why they chose each next step. section 4.2.3 section 11.2.1
Interviews are especially useful before a design is live, because customer feedback on visuals and flows can expose usability problems early. They also support continuous iteration: after changes are made, return to the target audience to check whether the experience has improved and whether new issues have appeared. section 11.2.1 section 11.2.5
