Conducting effective user interviews

Unlike analytics or heatmaps, interviews reveal the "why" behind user behavior, uncovering motivations, frustrations, and thought processes that quantitative data can't show.

• Recruit diverse participants: Include both frequent and occasional users from different demographics
• Prepare a discussion guide: Create open-ended questions that encourage detailed responses
• Focus on experiences: Ask about specific interactions rather than opinions or hypotheticals
• Use the think-aloud method: Have users narrate their thoughts while completing tasks
• Avoid leading questions: Ask "How did you complete this task?" rather than "Was this easy?"
• Capture verbatim quotes: Record exact user language to preserve authentic feedback
• Watch for non-verbal cues: Notice hesitations, confusion, or moments of delight

Plan for 45-60 minute sessions to prevent fatigue, and always conduct a pilot interview to refine your questions. The richest insights often come when users feel comfortable sharing negative experiences, so create a non-defensive atmosphere that encourages honest feedback.^[1]