HCD Interview Techniques: Mastering the Art of Effective Human-Centered Design Interviews

This past week, I had the enriching opportunity to engage with Human-Centered Design (HCD) practitioners from an insurance company during a four-day upskilling experience. One critical area we delved deep into was the art of conducting interviews and why mastering this skill is crucial.

Interviews are foundational in HCD, often guiding significant strategic decisions and investments. Yet, many seasoned professionals, including myself, have learned that there’s always room to enhance our HCD interview techniques. Here are key insights from our sessions:

The Importance of Skillful Interviews

1. Avoiding Costly Mistakes:

   Asking the wrong questions leads to the wrong answers. Since many HCD practitioners rely heavily on interview data to pinpoint problems and direct investments, precision in questioning is non-negotiable.

   
   

2. Smoothing the Path to Implementation:

   Teams that excel in gathering and analyzing qualitative data often find subsequent stages of the project, like ideation and decision-making, significantly smoother. With a profound understanding of their audience, these teams don’t second-guess their decisions—they have solid insights to guide them.

Three Common Interview Pitfalls to Avoid

• Hypothetical Questions:

  Questions like “If we do A, would you like it?” often lead to speculative answers that may not reflect the actual user behavior or preferences.

  
  

• Opinion Queries:

  Asking “What do you think of this?” can result in surface-level feedback that isn’t actionable. People tend to provide socially acceptable answers rather than their genuine thoughts.

  
  

• Over-Adherence to the Script:

  While having a questionnaire is important, allowing the conversation to flow naturally is equally crucial. If a discussion about fitness naturally veers into eating habits, don’t rush to steer it back. Such detours can uncover deeper insights and connections that rigid adherence to a script might miss.

Why These Practices Matter

People often respond with what they think you want to hear, especially when asked directly about their preferences or behaviors.

For example, while many might profess fitness benefits, their actual exercise habits might tell a different story. Real insights emerge when people share real stories and experiences and aren’t just responding to hypotheticals or giving opinions.

In conclusion, refining our interviewing skills is not just about avoiding these pitfalls; it’s about embracing the nuances of human interactions to draw out deeper, more actionable learnings.

As we continue to navigate the complexities of HCD, let’s commit to enhancing our approach to interviews—one question at a time.

I’d love to hear from you! What challenges have you faced in conducting effective HCD interviews, and how have you addressed them?

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[About the Author]

Jentz has a deep background in innovation and design across Europe and Malaysia. Committed to enhancing design practices, Jentz aims to help position Malaysia as a hub for creative and impactful solutions. Join him in exploring the potential of design thinking to tackle immediate challenges and inspire transformative change and innovation.