Create an interview guide in six steps
- Define the learning goal: Record which product or research decision the interview should inform. Write an open guiding question, for example: “How do new customers choose the right plan?”
- Plan participants and logistics: Derive recruitment criteria from the question and confirm sample, duration, setting, accessibility, consent and recording.
- Map the topic areas: Order topics from an easy introduction to concrete experiences, problems and improvement ideas. Include an open closing question.
- Build questions around experiences: Ask about specific behavior and recall a particular situation. Do not use hypothetical questions such as “What would you do?” as a substitute for observed experience.
- Prepare neutral probes: Add follow-ups such as “What happened next?”, “What did you expect there?” and “Could you tell me more about that?”
- Pilot and trim the guide: Read it aloud or run a pilot interview. Remove duplicate or unclear questions and leave room for unexpected answers.
A useful conversation structure
| Section | Purpose | Example |
|---|---|---|
| Opening | Build rapport and understand the context | “What does a typical workday look like for you?” |
| Specific experience | Reconstruct actual behavior | “Tell me about the last time you chose a plan online.” |
| Follow-up | Understand barriers, expectations and decisions | “What did you expect at that point?” |
| Closing | Invite anything not yet covered | “Is there anything else we have not discussed?” |
Example questions: neutral prompts, not leading questions
| Do: ask | Don’t: avoid | Why |
|---|---|---|
| “Tell me about the last time you paid a bill online.” | “Do you find our checkout easy?” | Asks about a specific experience rather than agreement or a general rating. |
| “What did you expect after you selected ‘Continue’?” | “Was the feedback after the click helpful?” | Elicits expectations without implying a positive effect. |
| “What did you do next?” | “Did you use search?” | Does not introduce an action the participant should recall. |
| “What was difficult about that step?” | “That step was confusing, wasn’t it?” | Does not assume there was a problem and leaves room for another answer. |
Do: ask one question at a time, stay neutral, allow pauses and ask for a specific example when an answer is general. Don’t: judge answers, suggest options or bundle several questions into one sentence.
This UX interview guide checklist covers four phases: research goals and participants, guide and questions, the session, and follow-up and data protection.
checklist: Create Interview Guide
UX Research · Qualitative survey
version 2.0
1. Research goal & participants
What information should be collected, from whom and why?
Match the sample to the research question and document relevant experience and exclusion criteria
Depending on the objective and experience of the interviewer
e.g. introductory questions, main questions, in-depth questions, follow-up questions
e.g. context of use, tasks, problems, wishes, attitudes
e.g. on the basis of mental models or known UX problems
2. Guide & questions
Avoidance of suggestion, evaluation or closed answer options
Warm-up → Main topics → Conclusion
Increase comprehensibility and connectivity
e.g. with blanks or transitions
3. Prepare the session
Purpose, data protection, voluntary participation, recording
Explain voluntary participation, recording, access, retention period and withdrawal in clear language
e.g. active listening, allowing pauses and asking neutral follow-ups
Test audio, connection, consent and any required accommodations in advance
Run a test and adjust timing, clarity and question order
4. Follow-up & data
Complete notes promptly, minimize personal data and plan a systematic analysis
Last modified: 1 November 2026