How to nail user interviews in a UX, HCD or Design Thinking process – full guide
By: Dan Nessler
Tags: User Experience, User Research, Interview, Design Thinking, Design Process

2. Interview

Provide a more formal and transparent introduction once both parties have made themselves comfortable. Then, start with the actual interview questions.

2.1. Introduction to the interview

An introduction could include the following components. Apply the bullets in the order that suits your flow:

Greeting

«Hi again, it is great to meet you…»

«Hi again, it is great to meet you…» A token of appreciation

«Thank you for taking your time…»

«Thank you for taking your time…» Quick introduction of yourselves, role and institution

«Let me introduce ourselves… I am… Working as a…. for…»

«Let me introduce ourselves… I am… Working as a…. for…» Project background, context and reason why

«In the scope of our project… we would like to find out… how people… that’s why we want to talk to you…»

«In the scope of our project… we would like to find out… how people… that’s why we want to talk to you…» Convey value and appreciation

«This is not a test. You cannot do anything wrong. We value your honest expert opinion…»

«This is not a test. You cannot do anything wrong. We value your honest expert opinion…» Assure confidentiality and build trust

«Your opinion is important to us and will be treated with confidentiality. It will only be used for…»

«Your opinion is important to us and will be treated with confidentiality. It will only be used for…» Obtain agreement for documentation (have a written agreement to sign ready)

«The interview will be documented (e.g. photos, video, notes etc.)…»

«The interview will be documented (e.g. photos, video, notes etc.)…» Opportunity for up-front questions

«Do you have questions before we start… (answer if necessary)?»

«Do you have questions before we start… (answer if necessary)?» Thank again and transition to interview questions…

«OK, Thank you again and let’s get started…»

Here is an example script for a potential introduction:

Hello (name of the interviewee), It is great to meet you (maybe add some casual chat if needed again). Thank you for taking your time and doing this interview with us. Before we start, we would like to give you a quick idea of what this is all about. We (name of you and your colleague) are (description of your roles) with (name of your organisation — maybe quickly talk about it). Our job is all about understanding people, their needs and designing and creating products and services that meet these needs! And that is exactly why you are here and why we would like to talk to you in the next hour (provide a clear indication of time). In the scope of our project for (be as transparent as possible while complying with potential NDAs) we would like to find out… HOW people do/use/think etc.…. (your HMW question, challenge or greater question you want to get answered) This is not a test. Please be aware that you cannot do anything wrong. We highly value your honest and transparent opinion. If you feel uncomfortable about any of our questions, you can always say so. You may always refuse to answer. Your opinion is important to us and will be treated with confidentiality. It will only be used for internal purposes inside our organisation, among involved people and our client (obviously tell what applies). To document this interview, we are going to take some notes, photos and audio record the conversation. Recordings, notes, photos, etc. will only be used for… (transparently list what applies and have interviewees sign a corresponding interviewee agreement). Do you have any questions before we start this interview (answer if necessary)? Great. Thank you again for your participation. So, let’s get started! (move over to the actual questions)

2.2. Interview structure & content blocks

I usually structure my interviews in three parts:

Intro – About the interviewee:

Let interviewees freely introduce and talk about themselves (job, education, likes or whatever may be related to your research topic).

«Tell us about yourself, your job, your role etc.»

Let interviewees freely introduce and talk about themselves (job, education, likes or whatever may be related to your research topic). «Tell us about yourself, your job, your role etc.» Main topics – About your research topics:

Define areas of interest you want to cover based on your main topic, allocate and order your questions within a topic to create a natural conversational flow.

«Let us talk about topic XYZ. When did you last…»

Define areas of interest you want to cover based on your main topic, allocate and order your questions within a topic to create a natural conversational flow. «Let us talk about topic XYZ. When did you last…» Outro – Time for comments and questions:

Leave time for questions and comments at the end of the interview. Let interviewees reflect about what you talked about and encourage them to add their thoughts. You sometimes get the most revealing inputs here.

«Before we conclude… Do you have any comments, questions etc…»

2.3. Interview questions: DO’s and DON’Ts

Here is a list of things you should take into account when you ask interview questions: