{"id":13384,"date":"2017-11-06T11:41:44","date_gmt":"2017-11-06T11:41:44","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=13384"},"modified":"2020-09-28T04:46:17","modified_gmt":"2020-09-28T03:46:17","slug":"art-user-interview","status":"publish","type":"post","link":"https:\/\/marvelapp.com\/blog\/art-user-interview\/","title":{"rendered":"The Art of the User Interview"},"content":{"rendered":"<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1SAVj_kCY6kjWqxqB52lKPQ.jpeg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1SAVj_kCY6kjWqxqB52lKPQ.jpeg\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Everything you need to know about conducting useful user interviews<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Creating products based on your own needs is easy - if you\u2019re building something just for yourself, you don\u2019t need to talk to anyone else because you know what you want.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s pretty unlikely that you\u2019ll ever design a product for yourself. If you want to make a product that will be used by other people, it\u2019s essential to talk to them to discover their wants, needs and, experiences.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cYou cannot understand good design if you do not understand people; design is made for people\u201d \u2014 Dieter\u00a0Rams<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Interviews help you gain a deeper understanding of people\u2019s behavior and their reason why they do what they do. This article is intended to help you get the most out of user interviews.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Step 1: Prepare for the interview session<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">There are a few things you need to do before the actual interview.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Have a clear\u00a0goal<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This might sound obvious, but it\u2019s important that you know why you want to conduct the interviews and what you\u2019re trying to get out of them.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">For example, you might want to learn why 60% of your users leave your mobile game app after the first 10 minutes of play.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions to ask yourself:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>What do I need to know about our users?<\/li>\n<li>How will that knowledge improve our product and inform our design process?<\/li>\n<\/ul>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Select an interview method<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Interviews can be conducted in a variety of ways. The two most common methods are in-person and remote (via phone or web-based video). In-person interview is preferable because it provides much more behavioral data than remote. You\u2019ll gain additional insights by observing body language and listening for verbal cues (tone, inflection, etc).<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Step 2: Prepare a discussion guide<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Interviewing users requires effort. You might spend several weeks preparing for the sessions, several days talking to your users, and several days analyzing results. You want to make sure all that effort won\u2019t be thrown away. That\u2019s why it\u2019s essential to spend time to properly plan your questions.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The questions should be selected according to the learning goal. A wrong set of questions can not only nullify the benefits of the interview session, but also lead product development down the wrong path.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The questions you select for the interview will be a core part of your discussion guide. The guide is a set of questions that you intend to ask and get answers to (including follow-up questions). It serves as a guideline to ensure the consistency throughout your interview process.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Discussion guide typically contains of two sections of questions?\u2014<em>?intro questions <\/em>and <em>product-specific question<\/em>s.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">User intro questions:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>What does your typical day look like?<\/li>\n<li>What are some of the apps and websites you use on a regular basis?<\/li>\n<li>Ask any lifestyle questions that are related to your topic \/ product.<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Product specific questions:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>What is the biggest pain point related to [task]?<\/li>\n<li>What\u2019s the hardest part about [task]?<\/li>\n<li>What are you currently doing to make this [task] easier?<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">You can find more questions for your discussion guide in \u201c<a class=\"link link--blue fontWeight-4\"href=\"http:\/\/projects.iq.harvard.edu\/files\/harvarduxgroup\/files\/ux-research-guide-sample-questions-for-user-interviews.pdf\">Starter questions for user research<\/a>.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Keep the following things in mind when preparing a question script:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>Keep the script reasonably short. If it takes more than 10 minutes to read the script, it\u2019s probably too long and you should rework it.<\/li>\n<li>Interviewees can\u2019t retain a lot of information in their short-term memory. Thus, it\u2019s recommended to keep questions under 20 words.<\/li>\n<li>To make questions clear to your users, avoid jargon, slang, abbreviations, geek-speak or terms are that unfamiliar to the user.<\/li>\n<li>Interview questions may fail when you\u2019re trying to ask people to remember how something happened in the past. Human memory is fallible and when people can\u2019t remember the details of how they used a product, they often tend to make up stories in order to fill the missing picture (usually, by rationalizing whatever they do remember and trying to make the story sound logical).<\/li>\n<li>Users can\u2019t predict the future. They typically have no idea how they might use a new product based on a description alone. Thus, it doesn\u2019t make any sense to ask a question like \u201cWould you use this product?\u201d In most cases, people simply don\u2019t have any idea but they would be happy to answer \u201cyes\u201d just to make you feel better.<\/li>\n<li>Don\u2019t forget that scripts are just a guide. Do not stick to your questionnaire too rigorously. If you find something interesting taking place in an interview but it\u2019s not covered by your script, explore it anyway and pursue fruitful new lines of conversation. Adapt the questions according to the direction the conversation is heading.<\/li>\n<li>Iterate your interview guide. Improve the guide based on real interview sessions.<\/li>\n<\/ul>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Create a\u00a0team<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s best to conduct an interview accompanied by a partner. The ideal user interview takes place with two UX researchers and one user. The first UX researcher asks questions and guides the interviewee through the interview, while the second takes notes.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Conducting an interview together with a partner means not just that it\u2019ll be easier to facilitate and lead the interview, but also that you\u2019ll be able to share each other\u2019s thoughts and impressions after the interview. It also means that you have two sets of notes (ideally) and are less likely to miss anything.<\/p>\n<div id=\"attachment_6580\" style=\"width: 1920px\" class=\"wp-caption aligncenter\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1Gf7ohriSdNhTBkqwzC-jCw.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6580\" class=\"wp-image-6580 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1Gf7ohriSdNhTBkqwzC-jCw.png\" alt=\"\" width=\"1910\" height=\"1276\" \/><\/a><p id=\"caption-attachment-6580\" class=\"wp-caption-text\">A team of two (an interviewer and a note taker) is ideal for the interview<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Always try to record the\u00a0session<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Video or audio recording an interview can be a good way to collect all important information. Obviously, recording should only be done with the permission from the interviewee. Be prepared to abandon recording if your interviewee is uncomfortable or reluctant.<\/p>\n<div id=\"attachment_6580\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1ee4_2khfYalfjIfFRbNUvQ.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6580\" class=\"wp-image-6580 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1ee4_2khfYalfjIfFRbNUvQ.png\" alt=\"\" width=\"1024\" height=\"683\" \/><\/a><p id=\"caption-attachment-6580\" class=\"wp-caption-text\">When possible, it\u2019s best to record the conversation so you can refer back to it\u00a0later.<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Step 3: 15 things you SHOULD do when interviewing people<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"long-quote\">\u201cConverse like a talkshow host, think like a writer, understand subtext like a psychiatrist and have a ear like a musician\u201d \u2014 Lawrence\u00a0Grobel<\/span><br \/>\nA skilled interviewer makes users feel comfortable, asks questions in a neutral manner, listens well, and knows when and how to ask for more details. Good interviewers don\u2019t just interview people, they have a conversation with them.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">1. Put yourself in the\u00a0mood<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Before you greet an interviewee take a deep breath and smile. Smiling will make your voice and attitude <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.psychologytoday.com\/blog\/prefrontal-nudity\/201208\/smile-powerful-tool\">more positive<\/a>. And since positive mood is contagious, participants will likely improve their attitudes too.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">2. Provide a warm\u00a0welcome<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The quality of the interview and the data you\u2019ll collect will suffer unless you put users at ease and earn their confidence. Thus, try to create an atmosphere of trust right from the start. Always provide your interviewee with a helpful introduction: Greet them by name, offer drinks, and initiate friendly small talk before transitioning into your interview. While it might sound obvious, a lot of interviewers forget about this step.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">3. Build an\u00a0arc<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">From the moment you greet your interviewee, consciously invest time and energy into building rapport. Use non-verbal cues to make them feel comfortable: Face them, make eye contact, avoid fidgeting, and crossing your arms.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Describe a little bit about how the interview will work: Give context about yourself and your work. The point of this is to give the respondent some idea of what\u2019s going on, so that they don\u2019t feel confused through the interview.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Learn a little bit about your interviewee. Ask questions like, \u201ctell us about yourself,\u201d and let them freely talk about their job, education, things they like\/dislike. These questions are ice-breakers and at the same time, they will help you get some context about your interviewees, their life, and activities relevant to your research (such as technology habits). This will ease your way into the more important questions.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>What do you do for a living?<\/li>\n<li>Can you tell me about your hobbies?<\/li>\n<li>What does your typical day look like?<\/li>\n<li>What products\/apps\/services do you use on a regular basis?<\/li>\n<\/ul>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">4. Explain that there are no right or wrong\u00a0answers<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Let your interviewees know, right from the start, that there is no right or wrong answer. Make sure they understand you aren\u2019t testing their ability to do something; you are testing your hypothesis about a product\u2019s ability to be clear, useful, and easy to use.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">5. Start off with the easy questions<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Start the session with softer questions. Ask the interviewee 3\u20135 simple, lightweight questions before diving deep into the topics you want to uncover. In general, these warm-up questions should be related to the broader theme of the session.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>When did you last use service X?<\/li>\n<li>Do you have experience with similar services?<\/li>\n<\/ul>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">6. Ask interviewees about specific moments in the past (references to real-life examples)<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">When interviewees recall specific moments in the past, the answers become less generic and more accurate. Sometimes users will give you use cases that you\u2019ve never thought about.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>What would you do in situation X?<\/li>\n<li>Would you perform this action in real life?<\/li>\n<li>Can you give me a few examples of real situations when you would do this?<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Example 1:<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">From: \u201cTell me what you feel when shopping online.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">To: \u201cTell me what you felt the last time you shopped online.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The first question asks about experience in general. The second question gives respondents a specific context to hold on to when answering your question, which increases the chances of getting genuine, insightful data.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Example 2:<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">From: \u201cWhat do you consider as a negative online shopping experience?\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">To: \u201cTell me what went through your head the last time you tried to buy something online and the purchase failed.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Similar to the previous example, the second question is a context-based question asked about specific experience.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">7. Prioritize open-ended questions<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Avoid asking questions that can be answered with \u201cyes\u201d or \u201cno.\u201d Lots of yes\/no questions usually don\u2019t spark great conversations. In fact, such questions often lead to a dead end.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">You\u2019re more likely to get more information and better stories by asking open-ended questions that start with who, what, when, where, why, and how. Try to avoid questions like: Is it\u2026? Would you\u2026? Did you\u2026?<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>Why did you\u2026<\/li>\n<li>How did you\u2026<\/li>\n<li>What did you\u2026<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Example:<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">From: \u201cWhat was the last thing you bought online?\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">To: \u201cTell me more about the last time you purchased something online.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The first question asks about the particular product while the latter asks about the experience in general.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">8. Ask follow-up questions<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Be eager and curious to learn as much as you can about user\u2019s experiences and perspectives. Don\u2019t settle for the first answer you get. Always dig deeper when talking to people by asking follow-up questions. Follow-up questions give you a lot of insights into what has really happened. People often can\u2019t clearly state their motivations without prompting. A simple well-timed follow-up question usually prompts a more thorough explanation or valuable examples.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions: <\/strong>Try following up with:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>Why? When? How?<\/li>\n<li>What\u2019s an example of that?<\/li>\n<li>Complete-the-statement question (\u201cSo when that happened, you.\u00a0.\u00a0.\u00a0?\u201c) paired with silence.<\/li>\n<\/ul>\n<div id=\"attachment_6580\" style=\"width: 455px\" class=\"wp-caption aligncenter\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1L_4eQoRXVesjwRkfS4_A0Q.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6580\" class=\"wp-image-6580 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1L_4eQoRXVesjwRkfS4_A0Q.png\" alt=\"\" width=\"445\" height=\"384\" \/><\/a><p id=\"caption-attachment-6580\" class=\"wp-caption-text\">Illustration by Igor Kopelnitsky<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Tip:<\/strong> Use the \u2018Five Whys\u2019 technique. Don\u2019t give up questioning early. Keep digging to get to the core reason why someone does or thinks something.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The technique is called \u2018Five Whys\u2019 because you literally ask \u201cwhy\u201d five times to understand the core reason why someone does something. E.g. \u2018Why do you use this coupon app?\u2019 \u2018To save money.\u2019 You can stop here, but you won\u2019t have the whole story. In fact, without asking \u2018why\u2019 again, your assumption about interviewee motivation might be incorrect. Maybe a user is saving money to purchase a house, or maybe she\u2019s interested in customer loyalty program? The only way to know that is by asking another \u201cwhy?\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1QGyMOERXILU2G3irv6lv5A.gif\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1QGyMOERXILU2G3irv6lv5A.gif\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">9. Ask for\u00a0extremes<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">If you interview people about a product and ask them how they use it on a regular basis, they\u2019ll describe an idealized interaction without common problems they face on a regular basis and deviations that characterize a real interaction.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">You can get more interesting and useful feedback by asking people to recall specific instances in which they faced a particularly difficult case or when something worked perfectly well. These extreme cases are often more vivid in users\u2019 minds. This information will help you reveal user\u2019s pain points and delights.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>What did you like most about\u2026<\/li>\n<li>What did you dislike most about\u2026<\/li>\n<li>Tell me about a time you were really frustrated by\u2026<\/li>\n<li>Tell me about a time you had a fantastic experience with..<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Tip:<\/strong> You can go further by asking people to recall where exactly they were when they had that experience \u2014 little things like that are actually powerful supplement that brings memories flooding back.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">10. Ask to observe\u00a0behavior<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The only proper way to assess whether a user can use a product is to watch them actually using it. Thus, if possible, ask to observe behaviour. For example, if you\u2019re asking how an interviewee uses an app, ask them to show you.<\/p>\n<div id=\"attachment_6580\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1J8XNlL083souPkzHASq5EQ.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6580\" class=\"wp-image-6580 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1J8XNlL083souPkzHASq5EQ.png\" alt=\"\" width=\"1024\" height=\"640\" \/><\/a><p id=\"caption-attachment-6580\" class=\"wp-caption-text\">Observe behavior<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">11. When in doubt,\u00a0clarify<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">When you\u2019re not quite sure exactly what a participant is talking about, ask them for a clarification. Don\u2019t leave it to the end of the interview session. After a session, it\u2019s too late to go back and figure out what someone was talking about.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>When you said\u00a0\u2026 did you mean\u00a0\u2026\u00a0?<\/li>\n<\/ul>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">12. Keep an eye on the\u00a0time<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s a good idea to point out in the introduction that time is limited, and that you have a lot of interesting topics to cover. Ask the participant not to feel bad about you skipping between topics.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">13. Minimize note-taking<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This might sound strange, but there\u2019s a logical explanation for it: It\u2019s almost impossible to pay full attention to your interviewee and take notes at the same time. If the interviewer asks questions and takes notes at the same time, there\u2019s a good chance that the interview will become hard to manage. Not to mention that it\u2019s just plain rude to bury your head in your notes all the time. Try to focus on the conversation and not on note-taking \u2014 maintain eye contact, keep the conversation flowing, and record the interview on video rather than getting lost in note-taking.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">14. Watch out for non-verbal clues<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Face-to-face interviews provide great opportunity to capture verbal and nonverbal cues like facial emotions and body language. Do interviewees seem bored or nervous? If so, try to cheer them up or reassure them. (\u201cThis is really helpful,\u201d \u201cYou\u2019re doing great\u201d). Do they feel uncomfortable with the questions? If so, avoid similar questions. Don\u2019t hesitate to ask what made them roll their eyes, laugh, frown, smirk, etc.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">15. Finish with a wrap-up\u00a0summary<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">At the end of the interview, you should give your respondent a sense of closure. Don\u2019t just stop the conversation when you finish the last question in your script. Ask the interviewee if they have anything they\u2019d like to add or ask. Engage them in some casual small talk. Take a minute to summarize a few key points from a conversation. After that, thank your interviewees for taking their time and point out the value of their presence.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>What do you think overall about what you saw today? I want to hear your own personal thoughts.<\/li>\n<li>How does this relate to your life?<\/li>\n<\/ul>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Step 5: 7 thing to AVOID when interviewing people<\/h2>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">1. Don\u2019t ask leading questions<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Leading questions are questions that frame the interviewee\u2019s mind around a particular answer. This often happens when:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>A part of the answer is accidentally contained in your question.<\/li>\n<li>You\u2019re subconsciously directing the participant to answer in a certain way by inserting your own opinion into the questions you\u2019re asking.<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Don\u2019t use questions like:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>\u201cWhat\u2019s wrong with this?\u201d \u2014 This is a prime example of a question where you\u2019re inserting your opinion and expecting people to confirm it.<\/li>\n<li>\u201cHow angry were you when your bank transaction failed?\u201d \u2014 This question focuses the respondent\u2019s mind around a single emotion (anger). It\u2019s unlikely that respondent will then talk about other emotions such as anxiety or shock.<\/li>\n<li>\u201cWould you rather use this improved version of the product or stay on your current version?\u201d?\u2014?The word \u201cimproved\u201d is a way to insert your own opinion and bias people into the answer you\u2019re looking for.<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The purpose of conducting an interview is to get truthful answers to questions that you have. Next time you want to ask something like \u201cDo you think this design is cutting-edge?\u201d rephrase it as, \u201cWhat do you think of this design?\u201d<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">2. Don\u2019t fill the\u00a0silence<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Most people find silence unbearable. They will want to fill in the gap. This will allow you to glean more information from your users. After your respondent just finishes talking, but you think there\u2019s more to say, don\u2019t say anything. Just let the silence hang. Keep looking at them. You may combine it with a subtle gesture like raising your eyebrows. Few participants can resist a silent pause and a interviewer\u2019s curious expression.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cLet people speak in paragraphs\u201d \u2014 Steve\u00a0Portigal<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1UuMpl_g9DLeH-UoRVkOulw.gif\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6580\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/1UuMpl_g9DLeH-UoRVkOulw.gif\" title=\"\" alt=\"\" \/><\/a><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">3. Don\u2019t draw attention to specific\u00a0issues<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Drawing attention to specific issues that you care about can cause people to change their behavior and focus their answers on the issues you emphasize. This problem is particularly common during user interface design discussions: When you ask people about a specific design element (such as a color for a primary call-to-action button), they notice it much more thereafter than they would have otherwise. This can lead to a situation when participants will talk about something that doesn\u2019t matter.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">4. Don\u2019t ask if they\u2019d buy your\u00a0product<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I\u2019ve mentioned this before, but it\u2019s worth saying again: <em>Don\u2019t ask people about the future<\/em>. Product developers love asking interviewees questions like \u201cWould you use the product? Would you pay for it?\u201d Remember, they don\u2019t know that yet. What you should do instead is to ask questions that reveal their <em>intent <\/em>to use it\/purchase it.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">5. Don\u2019t answer a user\u2019s questions<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Answer questions with questions. During the interview, participants will certainly ask you some questions. These might be questions related to your product or business model. Resist the temptation to tell them all about it! Ask them a question right back. It\u2019ll reveal a lot.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions:<\/strong><\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>Q: How does this work? A: Well, how would you like to see it working?<\/li>\n<li>Q: Why do you find this feature important? A: What do you think?<\/li>\n<\/ul>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">6. Resist the urge to judge or educate your interviewees<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Your interviewees are here to teach you something, not the other way around! It\u2019s counterproductive to judge users or try to educate them during the interview. Your goal is to elicit as much information as possible in the time you have and to try to understand it all from their perspective. You\u2019ll have plenty of time later to reflect on it.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Tip:<\/strong> Not just your words, but your body language should reflect the fact you are sitting there to learn as much as possible from your interviewee.<\/p>\n<div id=\"attachment_6580\" style=\"width: 372px\" class=\"wp-caption aligncenter\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/12OU7hEBq2zYD8SfrYsVLGg.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6580\" class=\"wp-image-6580 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/11\/12OU7hEBq2zYD8SfrYsVLGg.png\" alt=\"\" width=\"362\" height=\"201\" \/><\/a><p id=\"caption-attachment-6580\" class=\"wp-caption-text\">Hands-clenched position is a frustration gesture, signaling that the person was holding back a negative attitude. Image credits:\u00a0Examjoin.<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">7. Don\u2019t express your own\u00a0opinion<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Make sure you control your reactions, even when you receive negative feedback about your product. People <em>will<\/em> criticize your product. That\u2019s pretty normal. But if they sense you are being defensive about the feedback they\u2019re giving, they\u2019ll stop giving you honest answers and this can defeat the purpose of interviewing them in the first place.<\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Further reading:<\/h3>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/nail-user-interviews-ux-hcd-design-thinking-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">How To Nail User Interviews in a UX, HCD or Design Thinking Process<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/intro-ux-research\/\" target=\"_blank\" rel=\"noopener noreferrer\">Intro to UX Research<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/google-design-sprint-gone-wrong-taught\/\" target=\"_blank\" rel=\"noopener noreferrer\">A Google Design Sprint Gone Wrong (And What It Taught Me)<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/get-ux-job-stellar-portfolio-presentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get Any UX Job With A Stellar Portfolio Presentation<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/marvelapp.com\/blog\/run-remote-usability-tests-using-marvel-zoom-google-hangouts\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to run remote usability tests using Marvel + Zoom or Google Hangouts<\/a><\/li>\n<\/ul>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Conclusion<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Like any skill, your interviews will improve with practice. Don\u2019t try to apply all techniques from this article at once. Just pick a few to focus on during your next interview. As those become habits, start using others.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This article was originally published on <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.springboard.com\/the-art-of-the-user-interview-cf40d1ca62e8\">Nick's Medium page<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Everything you need to know about conducting useful user interviews Creating products based on your own needs is easy &#8211; if you\u2019re building something just for yourself, you don\u2019t need to talk to anyone else because you know what you want. It\u2019s pretty unlikely that you\u2019ll ever design a product for yourself. If you want to make a product that&#8230; <a class=\"link link--blue fontWeight-4\" href=\"https:\/\/marvelapp.com\/blog\/art-user-interview\/\">Read More &#65515;<\/a><\/p>\n","protected":false},"author":165,"featured_media":13400,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[378],"tags":[],"class_list":["post-13384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marvelapp.com\/blog\/art-user-interview\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of the User Interview | Marvel Blog\" \/>\n<meta property=\"og:description\" content=\"Everything you need to know about conducting useful user interviews Creating products based on your own needs is easy - if you\u2019re building something just for yourself, you don\u2019t need to talk to anyone else because you know what you want. 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