The Dos and Don’ts of User Interviews: Best Practices for Success

User interviews are a vital tool in product development. They help you uncover the why behind user behavior, identify pain points, and gain insights into how your product can better meet user needs. However, conducting effective user interviews requires more than just asking questions—it’s about asking the right questions, listening actively, and creating a comfortable environment for open dialogue.

In this blog, we’ll explore the dos and don’ts of user interviews to help you gather meaningful, actionable feedback.

The Dos of User Interviews

Prepare Thoroughly:
Before the interview, take the time to define clear objectives. What do you want to learn from the interview? Are you exploring user pain points, validating a feature, or testing a new idea? Once you have your goals in mind, create a discussion guide with open-ended questions that will help you gather the insights you need.
Ask Open-Ended Questions:
Open-ended questions give users the freedom to share their thoughts in detail. Instead of asking, “Did you like this feature?” ask, “Can you describe your experience using this feature?” This encourages more thoughtful, in-depth responses and allows you to uncover insights you might not have considered.
Listen Actively:
Listening is one of the most important skills in user interviews. Focus on what the user is saying without interrupting. Ask follow-up questions to clarify their responses and dig deeper into their experiences. Active listening shows users that you value their input, which encourages them to share more openly.
Create a Comfortable Environment:
Whether you’re conducting the interview in person or remotely, make sure the user feels comfortable and at ease. Start with a little small talk to break the ice, and let the user know that there are no right or wrong answers. The more relaxed they feel, the more honest and detailed their feedback will be.
Use Real-Life Scenarios:
Asking users about their real-life experiences with your product yields more useful insights than hypothetical questions. Encourage them to walk you through a recent interaction or task they completed using the product. This provides concrete examples of what’s working well and where they faced challenges.
Record (with Permission):
Recording interviews (with the user’s permission) allows you to capture every detail of the conversation without having to take extensive notes. It also lets you focus on the interview itself rather than trying to jot down everything the user says. You can always review the recording later for analysis.

The Don’ts of User Interviews

Don’t Lead the User:
Avoid asking leading questions that suggest a particular answer. For example, instead of asking, “How easy was it to use this feature?” ask, “What was your experience like using this feature?” Leading questions can bias the user’s response and limit the insights you gather.
Don’t Talk Too Much:
The goal of the interview is to hear from the user, not to dominate the conversation. While it’s important to guide the discussion, try to speak as little as possible and give the user space to share their thoughts. Your role is to listen and probe when necessary, not to explain or justify the product.
Don’t Overwhelm with Too Many Questions:
Asking too many questions in a short amount of time can overwhelm the user and lead to rushed or shallow responses. Focus on a few key topics and allow the conversation to flow naturally. Quality is more important than quantity when it comes to gathering useful feedback.
Don’t Ignore Negative Feedback:
It can be tempting to steer the conversation toward positive feedback, but negative feedback is often the most valuable. Don’t shy away from criticism—embrace it as an opportunity to learn what’s not working and how you can improve.
Don’t Make Assumptions:
If a user gives a vague answer or uses ambiguous terms, don’t assume you know what they mean. Ask for clarification or examples. For instance, if a user says, “It was a bit confusing,” follow up with, “Can you tell me more about what made it confusing?” This ensures you’re getting clear and actionable insights.

Best Practices for Conducting Successful User Interviews

Establish Clear Goals:
Having clear goals for the interview ensures you stay focused and gather the insights you need. Whether you’re testing a new feature or exploring user pain points, knowing your objectives will guide the conversation.
Probe for Details:
Don’t stop at surface-level answers. When a user gives a general response, ask follow-up questions to get more specific details. For example, if they say, “The feature was hard to use,” follow up with, “What specifically did you find difficult?”
Stay Neutral:
It’s important to remain neutral during the interview. Avoid reacting to the user’s feedback—whether it’s positive or negative. Your job is to listen and gather information, not to influence their opinions.
Iterate on Your Interview Process:
Conduct a few practice interviews to refine your approach. You might find that some questions don’t yield useful insights, or that certain topics need more exploration. Continuously improving your interview process will lead to better results over time.

How to Analyze and Apply Feedback

Look for Patterns:
After conducting multiple interviews, look for common themes and patterns in the feedback. Are users facing similar challenges? Do they consistently mention certain features? Identifying these patterns will help you prioritize areas for improvement.
Balance with Quantitative Data:
While qualitative feedback is valuable, it’s important to validate your insights with quantitative data. For example, if several users mention difficulty with a specific feature, check your analytics to see if usage data supports their claims.
Turn Feedback into Actionable Insights:
Once you’ve gathered and analyzed the feedback, it’s time to turn those insights into action. Use the feedback to inform product updates, improve user experiences, or explore new features. The goal is to take meaningful steps based on what you’ve learned.

Common Mistakes to Avoid

Being Unprepared:
Going into an interview without a plan is a recipe for disorganized feedback. Always take the time to prepare—define your goals, create a discussion guide, and know what insights you’re looking for.
Relying on a Script:
While preparation is important, sticking too rigidly to a script can stifle the conversation. User interviews should feel natural and conversational, so allow the discussion to flow based on the user’s responses. Adapt your questions as needed to follow the most relevant paths.
Neglecting to Follow Up:
If a user gives a vague answer, it’s easy to move on without asking for clarification. However, this can lead to missed opportunities for deeper insights. Always follow up on unclear responses to ensure you fully understand what the user is trying to communicate.

Conclusion

Conducting effective user interviews is a powerful way to gather deep, actionable insights that can transform your product. By following the dos and don’ts outlined in this guide, you’ll be better equipped to conduct interviews that lead to meaningful feedback and improvements. Prepare thoroughly, listen actively, and always ask the right questions to get the most out of your user interviews. Remember, the goal isn’t just to collect feedback, but to use it to make your product better for your users.

With practice, you’ll become more confident in your interviewing techniques and gain the insights you need to create a product that truly resonates with your audience. Start refining your interview process today, and watch as your user-centered product development takes your product to the next level.