Talking to people and asking questions is a great way to bring the user's experiences, experiences, and needs into the challenge or service you want to explore. Interviews are an important method of capturing perceptions, feelings and expectations, things that are often difficult to observe.

The difference between an interview and doing a survey, for example, is that in a conversation you have the opportunity to gain a deeper understanding of why the user answers in a certain way. By having an open approach and letting the user control the conversation, it becomes easier to understand which questions the user thinks are important.

Follow these steps to conduct interviews with users. Feel free to work in pairs.

1. Find your users

You know who your target audience is (you may have written it down in box 4 of your challenge canvas). Now you need to reflect on where you can find people in this group that you can interview.

Do you know of any colleagues, associations or other contacts who can connect you with these users? Can you find your users in groups on social networking forums? Can you find your users in the park, in the library or in other public places?

2. Create an interview guide

What do you want to know during the interview?

Prepare an interview guide. It consists of some broad questions, so-called open questions. By asking open-ended questions, we can be sure that what is important to the user emerges during the interview.


  • It's good to ask the user about a real experience: '' Can you tell us about the last time you…? '' Instead of '' Can you tell us about what you usually do when… '' Then your chances of getting a detailed picture increase of the user's experience.of
  • Be prepared to ask for relevant details, such as' 'How did you feel when it happened?' '' '' Who was with you? What was their role? '' And so on.
  • Keep in mind that a good follow-up question is "why?" We are not content with knowing what happened - we want to understand why!
  • It is a good idea to ask a few simple questions first, such as warming up, so that everyone is relaxed. Then arrange your questions so that the most important ones come first, in case you run out of time.

Example of interview guide

Book an interview

Now you know who you want to talk to and what you want to ask. Then it's time to send out the invitation!

In the invitation, you should explain what you are doing, what type of information you are looking for and how it will be used. It is important to include why their contribution is important so that they feel compelled to contribute their time and experience. If relevant, you can offer them a few different times and places for the interview.


  • It is best to do seven to eight interviews (but a few are better than none). If your goal is eight interviews, send at least ten invitations because someone often sets up at the last minute.
  • It is usually said that you come to a plateau in the end when you start to recognize the answers and in new interviews the same thing emerges as you have already heard. Then you know you have enough interviews.

Example interview invitation

4. Do the interview

During the interview, you and your colleague / teammate have different roles. One of you greets, tells how the interview should go and asks questions. The other makes notes and sometimes asks follow-up questions.

Tip: You can consider whether it would be helpful to record the interviews so that the team can listen to, or to pick out quotes. Remember to ask the user if it's okay and explain why you want to record.

5. Reflect after the interview

It is good to take a moment after each interview to reflect. You and your colleague then have time to review your notes, discuss answers that were particularly interesting or surprising, and reflect on how the interview went.

Are there any questions or practical things you would do differently during the next interview?

6. The interviews are complete

Good work! Now it's time to go through all the data you have collected in the interviews, and possibly from other methods, to find patterns.

If you follow the guide, go back for the next step.

4. Examine the need