Skip to content

Interview Guide

Time 60 min
Participants Group (max 4 people) or individual

Interview guide

Your interview guide is your to-do list when you decide who you want to talk to and what you would like to know about. Conducting a good interview is about understanding the context and the people who are going to use your solution/product. Without a clear idea of ​​the user, many tend to imagine a person similar to oneself, having the same requirements, needs or resources. An interview can be used in several stages: In the beginning to sharpen focus on the project focus, in the research phase to increase your knowledge of your customer or user experience and in response to ideas, concepts and prototypes.


In a question guide, you basically have to clarify two things: What problems you want to know about and how to translate that problem into the user’s everyday life.

  1. Place the A3 poster
  2. Select the problem areas that you would like to know about and write them on the poster
  3. Translate problem fields into themes and questions related to the user’s everyday life and write them on the poster. In an interview, you can learn something about the thoughts, feelings and reasons that relate to a user’s experience of a service.
  4. Ask specific questions and write them on the poster. The more concrete and simple your questions are, the better the answers you will get. Here you need to put away your analytical side a bit. A typical beginner mistake is to ask directly about the problem you would like to investigate: “What values ​​do you think should inspire the development of Danish cities? Instead, ask: “When was the last time you were in a city where you felt comfortable?
  5. Remember to ask for both:

a) attitudes when you want to uncover opinions and arguments (“What do you think about the new government?” “What do you think of the new metro?”),

b) feelings when you want to uncover relationships and internal conflicts (“How do you about moving?” ” How do you feel when you queue in the car on the way to work? “)

c) and memory when you want to uncover practices, behaviors and manners (“What were you wearing of clothes the first day on your new job?” “How do you get to work? Which means of transport? How many shifts? How long?”)

Have the informant describe how he or she experienced a situation and what emotions it triggered. Save attitude questions for later. Remember, your guide only serves as a guide; It is an advantage to ask follow-up questions and take a break if it can help you understand the problem you would like to investigate.


  • A3 poster [download and print below]
  • Pens
  • Post-its

Can’t get enough of design and innovation? We hear you. And we have you covered.

Sign up for our newsletter to get the latest from our world delivered straight to your inbox.

Sign up for the ddc newsletter


Bryghuspladsen 8
BLOX, 2. floor
1473 Copenhagen
CVR 3699 4126


Dyrehavevej 116
Design School Kolding
6000 Kolding
CVR 3699 4126

Unless otherwise stated, all content on this website is presented under the Creative Commons Attribution License.