User interviews are a tool that might seem challenging to implement in practice. Many designers wonder if it's worth investing time in conversations with people who often don't tell the truth or can't precisely express their needs. Despite this, conducting interviews is crucial for creating products that truly meet user expectations.

Why Are Interviews So Important?

Even if people don't always say directly what they think, interviews allow us to get to know them better and understand why and how they use a particular application. This is an invaluable source of information that helps tailor the product to the real needs of the market.

How to Convince Users to Participate in an Interview?

I often encounter resistance from users who consider interviews pointless. In such situations, effective argumentation is essential:

"I'm glad you have time for me. I hope you're a user who uses this app almost every day. To achieve our goals, we need patience and research. I'm a UX/UI designer, and I require user interviews to perform my tasks efficiently. That's why I have a few questions for you. According to best practices, I should ask 10–15 participants. The participants should vary in seniority, years of practice, and specialties that use this app."

This approach shows the user that their opinion is important and has a real impact on product development.

The Objective of the Interview

The main goal of the interview is to gain a deeper understanding of the users, which will allow for superior interviews in the future. It's about discovering their real needs, expectations, and the problems they face.

Rules and Course of the Interview

I always inform participants about the rules and how the interview will proceed:

• Structure of the Interview: It consists of two parts—everyday work and main app feedback.
• Conditions: Please answer the questions in peace, separated from other coworkers. If you prefer meeting in person, please let me know; I will schedule a meeting.
• Privacy: All responses will be aggregated and anonymized as a data set. Names associated with answers will be confidential. If a question is not relevant to you, please answer "N/A."
• Preliminary Information: Please provide the date and your position.

Methods of Conducting the Interview

The interview can be conducted in various ways:

1. Written Questions: First, I provide the questions to be filled out independently, and then we meet to clarify any ambiguities.
2. Direct Meeting: We immediately arrange a meeting and record it (with the participant's consent, of course).

Sample Questions

Part 1 – Everyday Work

1. What time do you start work?
2. What devices do you use at work?
   • Phone
   • Tablet
   • Laptop
   • Desktop computer
3. Tell me about your everyday work (e.g., many meetings, more lab work, spend 5 hours a day on a computer, work responsibilities):
   • Monday
   • Tuesday
   • Wednesday
   • Thursday
   • Friday
4. What applications do you use during the day and for how long? (e.g., Outlook 30 min, app X 50 min, or every day is different). If you can, please paste a screenshot here.
5. How well do you know technology? (an IT engineer or programmer is 10; my mom is 2 or 3)
6. What technology do you use?
7. Do assistants or interns help you?

Part 2 – App Feedback

1. How often do you use the app during the day?
2. How would you describe this app to someone who has never seen it before?
3. How do you think this app works?
4. Where does it bother you? Why and how?
5. Does it meet your expectations?
6. What are the differences between it and other similar apps you have used?
7. Do you have any suggestions for this app?

Why These Questions?

At first glance, the questions may seem shallow and not leading to concrete conclusions, but you have to start somewhere. They can reveal interesting insights about existing functionalities. They serve as an excellent base for observation, drawing conclusions, or as a direction for creating a new set of questions for specific functionalities. You don't need to burden people with hour-long interviews—30 minutes is enough.

How to Prepare?

If you want to learn more about how to approach user interviews and how to organize yourself, I recommend the book "Don't Make Me Think" by Steve Krug. It's a great source of practical tips and inspiration. You can read my review here: https://zofiaszuca.com/dont-make-me-think-by-steve-krung

Summary

A designer must reconcile two worlds. On one side are the users' needs, as they are often clients who need to see value and know what they're paying for. On the other side is the business that wants to earn money for the company. They desire an innovative product that will catch on the market and become a hit, earning a fortune. Unfortunately, without interviews or research, this isn't possible.

I often hear that IT creates products that are hard to use. The fault lies in improper team organization, inability to handle criticism, or lack of teamwork—for example, isolating the designer.

User interviews are not just about gathering information. They are about building relationships, understanding needs, and creating products that truly serve people. That's why it's worth investing time and energy in conversations with users—even if it sometimes seems difficult or pointless.

My Experiences

From my own experience, I know how much can be gained from open conversations with users. They allow you to look at the product through their eyes and notice aspects that were previously invisible. Every interview is a chance to improve the product and get closer to an ideal that meets the expectations of both users and the business.

If you're a designer, I encourage you to take on this challenge. And if you need support or have questions, I'll gladly share my experiences.

---

Author: Zofia Szuca
UX/UI Specialist, passionate about creating useful and beautiful products.