Beyond the Survey, the Interview
User surveys often scratch the surface of user perceptions, yielding valuable quantitative data and preliminary qualitative insights. But to truly dive into the nuances of user experience, a more direct and personalized method is needed: the UX user interview. Let's explore how to effectively conduct these interviews, ensuring you gather in-depth information after your initial survey.
Setting the Stage: Technology Checks
Before the actual interview begins, ensuring a smooth technological experience is paramount. Nothing hampers the flow of a conversation like tech glitches. A day or two prior to the interview, conduct a test run. If you're using platforms like Zoom, Skype, or Microsoft Teams, ensure both parties have the required software installed and are familiar with its basic functionalities. Ensure a stable internet connection on both ends. Advise participants to find a quiet spot with a good connection. Check microphones and, if applicable, cameras to ensure clear audio and video. A clear connection fosters better communication and understanding.
Consent
Consent isn't just a formality; it's an ethical obligation. Before the interview, let participants know that you'd like to record the session. Outline the reasons, whether it's for note-taking accuracy, sharing with team members, or data analysis. It would be a big waste of time if at the start of an interview you mention this and a participant isn’t ok with it, now everyone’s time is possibly wasted. You can also use platforms or tools that allow participants to give explicit written consent for recording. This could be through email or a clickable agreement on the interview platform. Make sure all participants understand that their data will remain confidential and will only be used for the specified research purposes. Knowing this can put them at ease and lead to more candid responses.
Setting the Right Tone With Icebreakers
The beginning of the interview can make or break the flow of the conversation. It's essential to make participants feel comfortable and valued. Begin with easy questions like, "You mentioned your job, tell me about your last day at work?" or "How easy is it for you to use the technology you use to do your job?” Especially if you're discussing a particular product or service that relates to the participant's job. You can also ask things like "How long have you been using our product?" or "What was your first impression when you tried it?" to help you segue into the main portion of the interview. Remember to encourage participants to speak freely as you make your segue. Icebreaker questions can pave the way for more in-depth discussions later on so try not to skip them.
The Main Interview
Diving into the heart of the interview requires well-thought-out questions that prompt detailed, candid responses. Keep in mind that a good interview is a conversation. You will almost never get through all of your prepared questions if the conversation flows correctly. If the interview is a follow-up to a user survey, frame questions that seek elaboration on survey responses. For instance, "In the survey, you mentioned facing challenges with feature X. Could you elaborate on that?" Opt for questions that don't have a simple yes or no answer. Instead of asking, "Did you find our onboarding process easy?", pose it as, "How was your experience with our onboarding process?" Questions should be neutral and should never assume a specific experience. "Why did you love our new update?" can be reframed as, "How did you feel about our new update?" as “love” makes this a leading question and assumes that the participant felt either way about the product. Use questions that prompt users to share experiences or anecdotes. Phrases like "Tell me about a time when..." or "Can you describe an instance where..." can lead to rich, detailed answers. Ensure participants feel safe enough to share negative feedback or criticisms. Negative feedback is just as important as positive feedback here.
Leaving on the Right Note
Wrapping up a UX user interview is as crucial as its start. It’s the last impression you leave with participants, and it can significantly influence their overall experience. Try doing the following
- Express Gratitude: Always thank participants for their time and insights. A simple acknowledgment like, "Your feedback has been invaluable, and we really appreciate your time today," can leave participants feeling valued and respected.
- Open the Floor: Give participants a chance to ask questions or share additional thoughts. Asking, "Is there anything else you'd like to share or any questions you have for us?" can provide additional insights you might not have anticipated.
- Provide a Timeline: Inform participants about the next steps. For instance, "We'll be analyzing the feedback over the next few weeks, and you can expect to see some changes based on user inputs soon."
- Feedback on the Process: Encourage participants to share their experience of the interview itself. This meta-feedback can be invaluable for refining your interview approach in the future. A simple question like, "How did you feel about the interview process today?" can be enlightening.
A UX user interview is more than just a follow-up to a user survey; it's an opportunity to deeply connect with users, understand their journeys, and uncover rich insights that surveys might miss. By ensuring a seamless technological experience, maintaining an ethical approach, and starting conversations on the right foot, you're well on your way to conducting interviews that are both insightful and enriching for all parties involved.