A huge topic that certainly deserves more than one article. But let us start somewhere. And the best place to start is most often: the basics. So, here are the basics of running client interviews for designers.
You want to interview the one who has the most knowledge about the business you’re designing for and the one who has the final say on what design will be approved. Preferably, both are the same person.
Do basic research upfront, check your client’s business website, logo and design history, and products. Bring a recording device with you to the interview. Prepare what questions to ask. Create a plan to find the answers you need.
The client should be doing at least 80 percent of the talking. You should ask the questions and then sit back and listen. Don’t interrupt, steer the answers into a specific direction with your questions, but don’t put words into your clients mouth to get the answers you anticipated upfront.
If a client only gives you answers you could have come up with yourself, the interview was a waste of both of your time. Focus on what irritates and surprises you. Whatever that is, it should influence your design thinking later.
Let the client take his time to give an answer. Especially in moments of silence, you might want to jump in to answer for the client. This creates a form of confirmation bias and will leave the real insights the client could give you in the dark. If your client can’t come up with an answer, just re-phrase the question until he can.
