Interviews yield the best results when they are progressive. It’s a good idea to ease your participants into the interview by asking them warm-up questions. You don’t want to overwhelm your participants initially with too many in-depth questions that require them to think.

For example, if you are studying how users make purchases on an e-commerce app, you may start with questions like:

• How often do you shop on e-commerce websites?
• Which e-commerce apps do you use regularly?
• When was the last time you purchased something through an app?