Interviewing users
Interviews can be structured (with a fixed set of questions), semi-structured (a mix of prepared questions and open-ended discussion), or unstructured (more exploratory and free-flowing).
Interviews help uncover deep insights that usability testing or analytics might miss, such as motivations, emotions, and decision-making processes.
They are especially useful in the early stages of design to inform product direction or after launch to refine and improve user experiences. However, because interviews rely on self-reported data, they should be complemented with observational methods for a more complete picture.
Resources
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