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.
Basic outline of client interviews
- Interview the right people
- Prepare for every interview
- Ask questions and let the client talk
- Look for things that irritate you
- Enjoy the silence
Interview the right people
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.
Prepare for every interview
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.
Ask questions and let the client talk
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.
Look for things that irritate you
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.
Enjoy the silence
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.