Build an Hourglass Structure to Your User Interviews

It should basically look like this: ><

1. Start wide. Play dumb. Remember, you know nothing.

2. Focus in tight. Ask detailed questions.Build on the new knowledge you have. Don’t interrogate, but don’t lob softballs, either.

3. End wide. Ask them about generalized thoughts and bigger principles. And remember, they didn’t owe you anything—they gave you a gift. Be thankful. Ask for permission to follow-up if needed.