A well-known user experience methodology is an interview.
User interviews are where a researcher asks questions and records responses from users. They can be used to examine the experience of the product, the usability of the product or to flesh out demographic or ethnographic data (for input into personas) among many other things.
User interviews are typically performed with the potential users of design, as part of an ideation phase or during early concept development. User interviews follow a structured methodology whereby the interviewer prepares a questionnaire, makes a record of what is said in the interview, and systematically analyzes the conversation after the interview.
There are two reasons to interview people: firstly, to be inspired by the way people are encountering and solving problems; secondly, to build empathy for users.
Interviews are structured conversations, we should plan the questions we’re going to ask in a ‘discussion guide’. The guide should keep you on time and make sure you cover all the questions you need to ask. We cannot have the same set of questionnaires for all types of users. There are potentially three types of users.
1. General Users-
A 1–2 hour interview with a current or future user, ideally at home or in the context of the thing you’re designing. They are our general users they need the best solution for their everyday problems. This is also the main and mass target audience for whom the product or service is designed. For example, interviewing someone at their gym for a project about wellness. The goal is to build up a deep understanding of an individual’s life, decisions and challenges.
Your aim is to see the world through their eyes.
2. Expert interview-
In the expert’s interview, the interviewee should have deep experience or knowledge in the relevant area, or in a different industry where the same underlying problem has been solved in a new way. Finding experts can be difficult and we may need to meet them at their place of work. On the plus side, when meeting a professional, like a physiotherapist, in their office, this is the best way to see how they work with patients.
3. Extreme interview-
An ‘extreme’ participant should exhibit sharpened traits of your core users. For example, interviewing a professional racing driver will tell you a lot about the experience of good driving. When trying to identify an extreme, ask yourself if there are professional elements to what they do? If you’re looking at a food project, talk to a professional chef.
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