The interview structure is just 5 steps of planning that you should do before starting interviewing, think of it as a small step back before some huge leap forward, here you will make sure you know:
It should come directly from the user journey dynamic that you did previously! See how everything is connected? Wink, wink… 😉
This is not necessarily a direct question for the user, but an internal question of, what do you want to learn?
Questions we want to answer
Direct question we want answer for, remember not necessarily you would ask those directly, did you read our first newsletter recommendation “the mom test”? We can not recommend it enough, you should read it!
For each question above, you should have an hypothesis, after all, why you want to question then, right?
Don’t overdo this, I have already been there, calculating the dispersion of population and focusing on having the exact proportion of interviews looking out if every cluster is correctly represented, it can take a lot of time, that you could be expending actually talking with users, this should be viewed as a small time window where you analyze what kind of users you want to talk about
Once again all those 5 steps should not be anything fancy, you will just use this structure to guide you through the interview, keep checking from time to time if you asked everything you needed, and after interviews do a retrospective and see if those questions are really bringing what you want.
Here is how ours turned out
After the customer journey dynamic (see our previous newsletter)
, the main hypothesis was that there were many informations that were not clear to the user and some that they just searched outside our site, breaking all the experience that we built.