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What is Interviews?

Interviews are a research method used in UX design and user research to gather insights and understanding directly from users. They involve conducting one-on-one interviews with individuals who represent the target audience or user group for a product, system, or service.

Why is Interviews important?

User interviews are valuable for gaining qualitative insights into user needs, preferences, and behaviors. They help inform personas, user journeys, and design decisions by providing firsthand user perspectives. By conducting user interviews, designers can uncover pain points, validate assumptions, and identify opportunities to create meaningful and user-centered experiences.

How to use Interviews?

Key characteristics of user interviews include:

Qualitative Research: User interviews focus on gathering qualitative data, such as opinions, experiences, motivations, behaviors, and perceptions. They provide in-depth insights into users' thoughts and perspectives.

Semi-Structured Format: User interviews typically follow a semi-structured format, where an interviewer prepares a set of open-ended questions or discussion topics. This allows flexibility for follow-up questions and exploration of user responses.

Participant Selection: Participants are selected based on their relevance to the research objectives and target user group. They may include current or potential users, representing various demographics, skill levels, or user segments.

Contextual Understanding: User interviews aim to understand users' needs, goals, tasks, and challenges within the context of their daily lives or specific use scenarios. This helps designers gain a holistic understanding of user behavior and decision-making.

Empathy and User-Centered Approach: User interviews emphasize empathy and a user-centered approach, enabling designers to deeply understand user needs, pain points, and motivations. This understanding informs the design process and ensures solutions are tailored to user requirements.

Open and Non-Directive: Interviewers encourage participants to express their thoughts and experiences openly, without leading or biasing their responses. This allows for rich and authentic user insights.

Active Listening and Probing: Interviewers practice active listening, paying attention to verbal and non-verbal cues, and asking follow-up questions to delve deeper into participants' responses. This helps uncover underlying motivations and uncover valuable insights.

Data Analysis: Interview data is typically transcribed or summarized for analysis. Common analysis methods include thematic analysis, identifying patterns, trends, and recurring themes to derive key insights and inform design decisions.

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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.