Conducting User Interview

User interview is a comprehensive process to find out and understand users, their problems, and potential areas for product improvement.

• Objectives of User Interviews:
  • Refine hypotheses about the user: Understand their profile, motivations, and relationship with the product.
  • Clarify the user's problem: Grasp the problem in the user's words, its severity, and their current solutions or workarounds.
  • Identify potentially more valuable problems: Explore if other issues might be more critical to address.
• Focus of Interviews:
  • Interviews should center on understanding problems from the user's perspective.
  • Avoid exploring potential solutions to prevent bias and leading the user.
• Common Pitfalls:
  • Insufficient warm-up, leading to missed insights.
  • Leading questions that bias towards preconceived hypotheses.
  • Strict adherence to a script, missing new and valuable information.
• Interview Trail Guide Framework:
  • Warm-up Phase: Build rapport and foundational understanding of the user. Small talks to introduce the team and the research. Ask for approval for recording. Emphasize that there are no right or wrong answers.
  • Build Phase: Gradually approach the problem hypothesis, allowing users to express their views, from general experiences to specific experiences.
  • Peak Phase (2/3 of the time): Deep dive into specific problem-related questions. Are we disucssing the right problem? Are users approaching the problem with any alternative ways? How painful is the problem?
• Conducting the Interview:
  • Start with rapport-building questions.
  • Gradually narrow down to the specific problem.
  • Allow space for unexpected insights and follow up on them.
  • Spend substantial interview time in the peak phase, focusing on the hypothesized problem.
• Final Steps:
  • Prioritize emerging problems during the interview.
  • Structure interviews to adapt to new insights and user feedback.

Examples

1. Doordash:

   • Warm-up Phase: Questions might start broadly, touching on general lifestyle and habits, such as weekend routines and eating habits.
   • Build Phase: Narrowing down to food delivery experiences, with questions like why and how users order food delivery, their typical order times, and their general experience with food delivery.
   • Peak Phase: Specific questions about Doordash’s service, such as frequency of use, user experience with Doordash’s delivery time, and alternatives they resort to when delivery times are long. The goal is to assess whether their hypothesis about delivery time being a pain point is accurate.

2. Rippling Employee Onboarding:

   • Build Phase: Questions might start with general feelings about onboarding new employees, tools or systems currently used, and issues faced with these tools.
   • Peak Phase: Focus on specific problems identified, like steps taken to onboard a new employee, tracking various requirements and deadlines, and the impact of current practices on the onboarding experience.