Structured interviews can be akin to verbally administered questionnaires. Every question is asked, and every interview is conducted with the same structure for consistency. They are commonly used when particular questions need clarification or when there are literacy or numeracy issues with the respondents and can be completed quickly and with ease.

Structured User Interviews

Unstructured interviews take an approach in which the interviewer comes in with a lack of organization or preconceived beliefs. They are often time-consuming and arduous to manage. The interviewer allows the conversation to flow based on what the user wants to share about their experience, and the interviewer may follow up with probing questions.

Unstructured User Interviews

Semi-structured interviews are like structured interviews in which predetermined questions and topics are implemented but in this format the interviewers and respondents are allowed to ask follow-up questions to get elaboration on responses. This flexibility allows for information that was thought not to be relevant by the respondent to be presented.

Semi-structured User Interviews

- Structured
- Semi-structured
- Unstructured

Ohio State University, Columbus

San Jose State University

A research method where a researcher in a structured setting asks an individual questions about any given topic for the purpose of collecting data about that topic.  From a UX perspective, interviews are valued insofar as they solicit the real opinions and experiences that users have when interacting with any given site or system, and the information collected can help improve that system. 

User Interviews

Unger, R., & Chandler, C. (2012). A project guide to UX design: For user experience designers in the field or in the making (2nd ed.). New Riders. https://dl.acm.org/doi/10.5555/1593419

A Project Guide to UX Design

There are several components to consider ensuring a successful interview:

- Setting a Goal
- Building Rapport
- Question Preparation 

Pre-Interview Preparation

Consider these critical factors to conduct a successful interview when choosing a interview location: 

- Convenience and comfort for both user and research team. Locations should accessible to all parties
- Removing props and examples in the environment that can jog the user’s memory or misguide them
- Recognize potential bias within location which may artificially change the user's response. For example, being interviewed in a police station could affect how a person answers questions about police officers.


Interview Location

Briefly, interviews are useful for eliciting ideas and opinions from a user regarding their experience with a system while a usability test is useful for observing how a user actually interacts with a system.  Below are comparisons between the two methods:

Usability Test vs Interview

Because interviews rely on self-reported data from users, the validity of the information can be compromised in several ways:
-  Because human memory and recall ability is flawed.  
- People are generally limited in their ability to accurately retell experiences as they occurred.
-  Users can become confused by what information the interviewer is looking for, and this may affect their ability to give accurate or relevant data.  

Limitations of user interviews

Components of  User Interviews

- Insufficient Rapport-Building 
- Not Enough "Probing" Questions
- Multitasking and Note Taking During the Interview
- Allowing Observers to Influence the Interview
- Leading the Participant


5 Facilitation Mistakes to Avoid During User Interviews

User interviews can give insights on how they perceive a process, a product, a site, or an application. They can identify what they found notable or significant about the topic and offer ideas or suggestions for improvement. They can be used in a variety of scenarios, including:

- Before having a design/concept
- Refining a contextual inquiry study by making observations and learning how users perceive the topic
- After a usability test, to compile verbal responses in relation to the observed behaviors

Why do user interviews?

- Interviews
- Focus groups 
- Diary studies 
- Field studies 

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