Service Design Tools

Interview Guide

This framework helps you conduct user interviews. It balances structured data collection with natural conversation. Expect unexpected insights.

Duration
45 mins
Group Size
1-2
Category
Service Design Tools
Difficulty
Easy
Participants will:

  • Structure user interviews for consistent data.

  • Encourage natural conversation.

  • Gather insights into user behaviors and motivations.

  • Uncover unexpected discoveries.

  • Address all research questions.

  • Guide inexperienced interviewers.

  • Create replicable research processes.

You'll get:

  • A prepared interview guide.

  • A consistent interview approach.

  • Readiness to start user research.


  • Ask open-ended questions and avoid leading the participant.

  • Use "tell me about a time..." to get specific stories.

  • Follow up with "why" and "how" questions. Don't be afraid of silence; participants need thinking time.

  • Be genuinely curious about their experiences.

  • Adapt the guide to their responses.

  • Focus on behaviors, not just opinions. Sometimes participants struggle to articulate 'why' - probe gently.

  • End with "what haven't I asked that I should have?"


  1. Define research objectives and key questions first.

  2. Structure your guide by main topic areas.

  3. Write open-ended questions that prompt stories.

  4. Add follow-up probes for deeper insights.

  5. Plan warm-up questions to build rapport.

  6. Order questions from general to specific.

  7. Include wrap-up questions for final thoughts.

  8. Test the guide with practice interviews.

  9. Allow flexibility for new topics.

  10. Train interviewers to use the guide.

  11. Iterate based on early interview feedback.

  12. Document insights and patterns observed.

Unlock Step-by-Step Instructions

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

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  • Interview guide document.

  • Recording equipment (with permission).

  • Note-taking materials.

  • Consent forms.

  • Participant incentives.

  • Quiet interview space.

  • Backup questions for different scenarios.

  • Timer to track session length.

Unlock Materials Required

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

Unlock Resources & Templates

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

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