User interviews (Part 2) — Why, When and When not!
As a UX researcher, I learnt that it is important to understand a tool and get a good hold of it before we start using it. Many a times, I have made mistakes by blindly following processes with out knowing why am I doing it, which lead to wastage of time and resources. This learning helped me to deep dive more into understanding why and when to use any research methodology.
Looking into user interviews, it is a research technique used in user-centered design and user experience (UX) research. It involves having a one-on-one conversation with a user or potential user of a product, service or an experience, with the goal of gaining insights into their needs, behaviours, motivations, and pain points. As a UX designer, I am aware that the purpose of user interviews is to gather qualitative data that can inform the design and development of a product or service, but sometimes it becomes difficult to decide if interview is the right research method that needs to be used to gather a specific data. So, it is important for a designer to have an in-depth understanding of why and when to use user interviews which will make it easy to make a decision.
Why user interviews?
Conducting user interviews can throw light on various aspects of user information in relation to the product, service or experience for which it is being conducted. The qualitative data collected through user interviews can help designers in one or more following ways;
User-centred design:
User interviews can help ensure that the design of the product or service is focused on the needs and preferences of the target users. By understanding users’ perspectives, designers can create solutions that are more likely to meet user needs and expectations.
Uncover insights:
Through user interviews, designers can uncover valuable insights that may not be apparent from other research methods. Users can provide in-depth information about their experiences, motivations, and expectations, which can lead to new ideas and opportunities for improvement.
Identify problems:
Pain points and areas for improvement can be identified through user interviews. Understanding users’ frustrations and difficulties can help designers and developers address those issues and create a more user-friendly experience.
Validate assumptions:
Validation of assumptions and hypotheses about user behaviour and preferences can be done through user interviews. By testing assumptions with real users, designers can avoid costly mistakes and make more informed decisions.
Build empathy:
User interviews can help build empathy and understanding for the target users. By hearing users’ stories and experiences, designers can gain a deeper appreciation for the challenges that users face and create more compassionate and inclusive designs.
When user interviews can be conducted?
User interviews can be conducted at various stages of the design process, depending on the goals of the research and the available resources. Let us look at some common stages when user interviews are conducted;
Discovery phase:
During the discovery phase of a project, user interviews can be conducted to understand users’ needs, behaviours, and pain points. This research can help define the scope and requirements of the project and inform the design of the solution.
Concept testing:
User interviews can be carried out during the concept testing phase to validate design concepts and gather feedback on potential solutions. This research can help refine and improve the design before investing significant resources in development.
Usability testing:
Usability testing followed by user interviews can help evaluate the usability and user experience of a product or service. This research can help identify usability issues and areas for improvement.
Post-launch evaluation:
User interviews can be conducted after a product or service has launched to gather feedback and insights on user adoption, usage, and satisfaction. This research can inform future iterations and improvements of the product or service.
When user interviews may not work?
While user interviews can be a valuable tool for gathering insights from users, there are some situations where they may not be appropriate or effective. As UX designers, it is also important for us to know when user interviews may not be appropriate, so that an alternate method can be implemented to collect user data. Here are some scenarios where a user interview may not provide proper results;
When there is no clear research objective:
User interviews should be conducted with a specific research objective in mind. If there is no clear objective, the interview may not provide useful insights.
When the target audience is not available:
If the target audience is not available or is difficult to reach, it may be difficult to conduct user interviews. In this case, alternative research methods may need to be considered.
When the product or service is not fully developed:
User interviews are most effective when the product or service is in the later stages of development. If the product or service is not fully developed, user interviews may not provide useful insights.
When the interviewer is biased:
If the interviewer has a preconceived notion about the product or service, or if they are biased in some way, the interview may not provide objective insights.
When the interviewee is not representative of the target audience:
If the interviewee is not representative of the target audience, the insights gathered may not be useful. In this case, it may be necessary to conduct additional interviews with a more representative sample.
When the interview is too long or poorly structured:
If the interview is too long or poorly structured, the interviewee may become fatigued or may not provide useful insights. It is important to structure the interview in a way that is engaging and keeps the interviewee focused.
Conclusion
Overall, conducting user interviews can provide valuable insights into users’ needs, behaviours, and preferences, which can inform the design and development of more effective products, services, and experiences. The timing of user interviews should be based on the goals of the research and the stage of the design process. It is important to plan user interviews in advance and allocate sufficient time and resources to conduct them effectively. User interviews should only be conducted when there is a clear research objective, the target audience is available and representative, and the interview is well-structured and conducted by an unbiased interviewer.
Having learnt on why and when user interviews are conducted, it was time for me to get to the most interesting part, that is, how to conduct user interviews?
User interviews is a four part series in which I have covered various aspects of user interview research method, coupled with some of the experiences I had during the interview processes, under the following topics;
- User interviews (Part 1) — An introduction
- User interviews (Part 2) — Why, when and when not! (Your are at the end of this article)
- User interviews (Part 3) — How to conduct user interviews?
- User interviews (Part 4) — Tools used and artefacts created
