User Interview

How can we learn about them?

Overview

Semi-structured interviews are one of the most powerful tools in human-centred research, but poorly planned interviews can lead to vague or biased data. Once you have clarified your research objectives and identified the user groups you wish to engage, the next step is to prepare your interview guide. This tool helps structure conversations that go beyond superficial answers to uncover what truly matters to people – their goals, frustrations, workarounds, and emotional responses. Well-designed guides are especially important in public services, where power dynamics and formality can inhibit open conversation. A thoughtful guide ensures that each interview supports your learning goals, while giving space for authentic user perspectives to emerge.

Open in Google Slides Open template in Google Docs

⏱️ Time: 45–60 minutes

👫 Participants: 1–2 team members who will conduct the interviews

🛠️ Materials: Interview guide template, notepad, recorder or transcription tool (optional)

Input

Before completing this canvas, ensure you have completed the following steps:

Service ChallengeStakeholder MapUser Characteristics

Context

Use this tool during the planning of your discovery research. It is suitable when planning semi-structured interviews with users, community members, staff, or stakeholders. Especially helpful when your team needs consistency across multiple interviews conducted by different people.

Recipe

1

Clarify your research focus

Before drafting interview questions, use the first worksheet to map out your key themes (topics you want to explore) and related research goals (what you need to learn). This helps translate the initial service challenge and findings from user characteristics to specific research question, ensuring your interviews are targeted and grounded in what you need to learn.

2

Design your opening

Move to the second worksheet, and plan how you will introduce yourself and the purpose of the interview. Explain clearly how the information will be used, and how participants' privacy and consent will be respected. This helps build trust.

3

Prepare context questions

Start by asking about the interviewee's background: “Could you tell me a bit about yourself?” (e.g. where do you live, what do you do?)

4

Write open-ended exploratory questions

Group your questions under your key research themes. Use formats such as:

• “What motivates you to…?” Why?

• “What do you find difficult when you try to…?”

• “How do you feel about…?” Why?

• “Can you describe a good/bad experience with…?” What happened?

• “What do you hope will happen when…?”

5

Close the conversation with reflection

Invite the interviewee to share their ideas or suggestions: “What would you change?” “How?” “Why?”

6

Test and iterate

Review the guide with a colleague or test it with a mock interview to check for flow, clarity, and bias.

Results

A ready-to-use guide tailored to your topic and user group. It supports meaningful, consistent, and inclusive interviews that feed directly into insight development and problem reframing.

Tips

• Avoid leading or yes/no questions – ask “how” and “why.”

• Leave room for unexpected stories – don’t over-structure. Remember: this is not a questionnaire but an interview guidance. It’s a conversation.

• Ensure your language is accessible to all user types.

• Practise active listening – what is said between the lines is often more revealing than direct answers.

• Consider how power dynamics may affect the interview. Neutral locations and non-hierarchical introductions help.

• When conducting an interview, always agree how you will circle back – how you will get back to people, by when, and what you will share. This builds trust and shows that their time and experience matter.

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Share Your Experience

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