User Interviews

Use when

• You need to understand goals, motivations, fears, workarounds, and decision-making.
• You need language, expectations, or user stories before shaping flows or requirements.
• You need to compare what different user segments think or expect.

Do not use when

• You only need scale or prevalence and already know exactly what to ask.
• You need direct behavioral evidence more than self-reported explanation.

Best for

• Early problem discovery
• Understanding trust and motivation
• Preparing usability or journey work

How to design it

• Use open-ended questions and prompts about recent real behavior.
• Avoid leading questions and avoid asking users to design the solution for you.
• Use a discussion guide with clear learning goals, prompts, and note structure.

Suggested sample size

Often 5 to 8 per priority segment for discovery themes, then continue if new patterns keep appearing.