Leveraging user interviews for discovery
User interviews are your window into real problems. But many teams conduct interviews wrong. They ask leading questions, talk too much, or focus on solutions instead of problems. Good interviews require different skills. The best interviews feel like conversations, not interrogations. Here are a few recommendations for facilitating an effective interview:
- Start with broad questions about users' daily routines. Ask about their frustrations and workarounds. Listen for emotions and pain points. When users mention problems, dig deeper with follow-up questions.
- Avoid asking what users want. Henry Ford allegedly said users would have asked for faster horses, not cars. Instead, focus on understanding their current situation. What tasks take too long? What makes them frustrated? Where do they struggle? These questions reveal problems worth solving.
- Practice staying quiet. Users often share the most valuable insights when you give them space to think. Count to 5 after they finish speaking before asking your next question. This silence often prompts them to share deeper thoughts they wouldn't have mentioned otherwise.
Pro Tip: Use the "tell me about the last time..." technique to get specific stories instead of general opinions.