Chroma Experience

How user interviews provide valuable information

User interviews are our first choice when it comes to answering questions about the usability of products, how tasks are solved, which tools are used, and whether and why competing products are used. In qualitative research we therefore use interviews to find answers to predefined questions.

Zwei Frauen blicken aufmerksam in Interviewerrichtung

Prepare the interview

In order to conduct meaningful interviews, a number of requirements must be met. For example, sufficient test subjects must be recruited who are typical of the users of the test item. The interview guide must be well prepared and structured, and the test item (often prototypes or wireframes) must be purposefully devised and function reliably.

Select the test candidates

The closer you are to the target audience, the better. This applies to usability tests as well as to user interviews. An unsuitable test subject may only be able to report on his or her own problems, but not on those of the entire target group. The key to good interviews lies in the ability to get the interviewee to open up, to tell about his or her difficulties, and to provide insights into daily work. That's why it's important for us that our UX experts not only master their technical field of work, but also bring empathy and people skills to interview situations.

Conducting the interview

In addition to the interviewee and the UX expert, a transcriber is always present. This person backs up what has been said and gives the interview partners the freedom to speak without bias. The interview itself is divided into an introduction, the technical questions and concluding questions. In the introduction, trust is built up, questions about the recruitment criteria are discussed and the basic attitude towards the subject of the test is asked. In the main part, tasks can be asked in addition to technical questions. At the end, subjects are given the opportunity to reflect once again and summarize key statements.

What works? What doesn't?

When it comes to developing new functions or finding out which problems can be solved with certain products or services, or what users really need, the classic interview is the best method. In this method, questions can be answered, for example, about values, concerns, problems, positive experiences or attitudes towards certain topics. However, questions about specific functions, behavior, decisions or future usage scenarios are unlikely to get robust answers.


Asking users is always worthwhile if the right questions are asked. If interviews are to provide valid information for making decisions in the development process of a product, it is elementary to know and apply the rules of a purposefully conducted interview.

UX experts can thus provide an important insight into the mindsets of potential users and set important impulses, especially in the early phases of development. Especially if there is no functional product or prototype yet, user interviews can be a useful addition to other UX research methods.