Interviews help you learn more about users, how they use a service and what they need from it.
Use interviews when you want to:
- learn more about your users and relevant aspects of their lives and work
- get a deeper understanding of any problems that users tell you about
- explore users' understanding or perspective on a topic
Interviews are an important research method in the Discovery stage. But you’ll keep using them through the service design and delivery process. They will help you to get in-depth information about users.
In Alpha and the later stages you’ll often combine interviews with usability testing.
Meeting the Digital Service Standard
Planning your research will help you meet the following criteria:
- Criteria 1: Understand user needs
- Criteria 3: Agile and user-centred process
- Criteria 9: Make it accessible
- Criteria 10: Test the service
- Criteria 12: Don’t forget the non-digital experience
- Criteria 13: Encourage everyone to use the digital service
The Digital Service Standard guides teams to build services that are simpler, clearer and faster.
How to plan interviews
Interviews usually take place with 1 user at a time. But you can also speak to people in pairs or small groups if they use a service together. For example, you might interview:
- family members who help each other
- members of a team who work together
Work out how much detail you need
Interviews can take between 30 minutes and 2 hours. The length of time depends on the complexity of the subject and the number of questions you have.
Longer interviews will give you more detail. But they may make it harder to recruit participants.
Choose a location for your research
Interviews can take place almost anywhere, for example:
- a user’s home or workplace
- over the phone
- a research studio
- a café
- a public library
Make sure the participants can access the location.
Recruit research participants
There are different ways to find people to participate in user research. These people should be current or likely users of the service you’re researching.
Plan for any incentives you’ll pay to the participants.
Arrange interpreters or assistants for participants who need them.
Prepare consent forms
Make sure you have informed consent from the participants before you interview them.
Think about whether you need to record the session. If you do, make sure the consent forms cover this.
Prepare for a note taker and observers
Arrange a note taker and consider whether to invite observers for each session.
Observers are important for certain kinds of research, like lab-based usability testing. But think about how their presence may affect the participants. Sometimes you should not invite observers (aside from the note taker) into the room.
To create an interview structure:
- review the research questions you’re trying to answer
- think about any processes or technology you want to see (for example, existing products people are using)
- write a list of the topics you want to cover
- order the topics to create a logical flow
For each topic:
- write starter questions to introduce the topic
- add possible follow-up questions you might ask to learn more
- test your questions and structure by interviewing a colleague — revise any questions that aren’t clear and re-order your topics if the interview doesn’t flow well
If you are doing usability testing as part of the interview, the structure will be different.
Write open and neutral questions
Write open and neutral questions. Starter questions might include:
- 'How do you…?'
- 'What are the different ways you…?'
- 'What do you think about…?'
Avoiding confirmation bias in interview questions
Work on questions with your team to avoid confirmation bias. Confirmation bias occurs when the way a question is asked limits answers to those that confirm research hypotheses.
Learn about confirmation bias and other cognitive biases in user research.
Create discussion guide
Once you have questions, create a discussion guide. This should include:
- your introduction script — this tells the participant who you are, explains the research and asks them for consent to talk to them and record
- the interview questions
- a planning checklist to make sure you have all the equipment and facilities you need on the day
Use the discussion guide to:
- stay on track during interviews
- ensure any other interviewers cover the same topics so you collect comparable information
- review interview sessions with your team
- keep a record of what you do in this round of research
Do the interview
Once the participant is settled and you’ve started the session:
- make sure you have the participant’s informed consent
- read your introduction script
- start with a few general questions to help the participant relax (for example, ask them about their journey or to tell you about their job)
- take time to adjust to their conversation pace and style
Use your discussion guide and encourage participants to give more detail with simple follow-up questions like:
- ‘You said … when/why/who was that?’
- ‘Can you tell me more about …?’
- ‘In what way …?’
- ‘Could you elaborate on … to help me understand …?’
During the interview:
- focus on stories and real examples — avoid generalities and talking about how things ‘should’ happen
- make sure you really listen — show the participant you’re interested in what they’re saying
- make sure you understand what the participant has said — ask more questions if you’re not sure
- don’t change the flow of the interview — if a participant goes off topic, wait for a natural break and gently bring them back to what you want to talk about
- try to stay quiet — the more you talk, the less your participant will talk
- don’t stick to your discussion guide — let the conversation develop naturally and dig into any new and interesting issues
- keep in mind the main questions you need to ask everyone in that round.
Once you’ve finished:
- thank the participant
- reconfirm consent
- make sure any personal information you’ve collected (on paper or in recordings) is stored securely
- pack away your equipment — use your planning checklist
Taking notes and observing
The interview will usually have a note taker, and maybe 1 or more observers. If you are not taking notes you should just watch and listen.
Take the opportunity to introduce yourself to the participant if the lead researcher doesn’t.
Focus on the participant and avoid creating distractions
Get to the session early and don’t leave the room during a session. If possible wait until the participant leaves before you do.
Be careful about using a laptop to take notes — this may be distracting and make the participant uncomfortable. You may be able to join the session via live streaming if you prefer to take notes on a laptop.
If you are using a laptop or phone to record the session make sure you turn off any notifications during the session.
Be mindful of video/audio recording and of what you say during, before and after a session.
Take selective notes
Think about the specific things that the team needs to understand.
Write down anything interesting or relevant that you see or hear during the session. Write down:
- direct quotes — use quotation marks to show that this is what they said, not your interpretation
- behaviours and patterns — write ‘appear to’ or ‘seems’ so you know this is your observation
- design problems (pain points)
- ideas and suggestions (gains)
Use a single note for each observation and write exactly what you see or hear not what you think it means. This way, the notes will be unbiased and can represent the voice of the user.
Note time stamps for anything important — this will make it easier to find this part of the recording.
If you have recordings, make them available so people can confirm their observations and get verbatim quotes.
Hold your questions until you are prompted
Don’t feel tempted to answer or correct any questions the participant asks back to the lead researcher.
Write down any questions you might have for the participant. Save them until the end of the session, unless the interviewer asks you.
Discuss the interview later
Don’t discuss the participant or details from the session outside of the research session (for example, in the bathroom or hallways). Participants could hear you.
Don’t analyse what is happening during an interview or between sessions — analysis comes later.