User interviews

After usability testing insights have been analysed and design changes rolled out, it’s easy to assume the job is done. However, design is an iterative process, and checking back in with users is a critical step in validating whether those changes actually improved their experience over time.

We typically conduct follow-up user interviews around three months after updates have been made, as well as in earlier stages of the design process. This gives users time to re-engage with the product in a real-world context, ensuring that their feedback is informed by genuine use, not first impressions.

At this stage, we’re focused on understanding:

• Do users feel the experience has improved?
• Are their pain points resolved or reduced?
• Are there new friction points that have emerged as a result of the changes?
• Has satisfaction increased over time?

The aim is to gather rich, contextual insights that highlight the real-world impact of the work done — beyond what analytics can tell us.

User interviews provide a human lens on performance. While quantitative metrics like conversion rate or task success give us part of the picture, interviews reveal the why behind the numbers.

These conversations often lead to uncovering hidden issues, edge cases, or overlooked details that wouldn’t have surfaced in a structured test or survey. The nature of an open-ended conversation allows users to explore their experience freely, offering insights that are often more honest and revealing.

While the interviews are conversational, we always approach them with a clear structure and defined goals. This ensures we gather consistent insights across participants, while leaving space for organic discovery.

Depending on the scope of the product and number of users, interviews may be conducted remotely or in person, one-on-one or in small groups, typically focused on evaluating key points such as overall user satisfaction and the pros and cons of the new user experience.

Real-world validation of design changes: Clear evidence of whether updates to the product have had the intended impact on user satisfaction, behaviour, and experience.

Deeper insight into user sentiment: A nuanced understanding of how users feel about specific aspects of the product, what they value, what still frustrates them, and what they’d like to see improved.

Discovery of new needs and expectations: Identification of emerging behaviours or requests that may not have been anticipated during the original design phase.

Uncovered blind spots: Surface-level metrics often miss edge cases or low-frequency pain points. User interviews can reveal these hidden issues before they grow into bigger problems.

Direction for further iteration: Concrete, user-backed recommendations that guide what should be refined next, ensuring your roadmap continues to reflect real needs and priorities.