This article is part of my series, “What UX Courses Didn’t Teach Me (But Real Research Did).”
Over the next few days, I’m sharing five essential UX research skills that I didn’t fully learn from certifications or bootcamps—only from real-world projects, messy data, and unexpected conversations with users.
Each day, I’ll break down one skill, the lesson behind it, and what actually makes a difference when you’re practicing UX research in the wild.
Skill #2: Conducting User Interviews vs. Surviving Curveballs Mid-Session
When I first learned to conduct user interviews, I thought success meant strictly following a script: asking open-ended questions, remaining neutral, and staying on track. However, my initial experiences taught me otherwise.
Participants didn’t behave like the ideal case studies; they often got distracted or veered off-topic. For example, one participant went on a tangent about church tea. In contrast, others vented about the closure of Lifeway retail stores, which was unrelated to the study.
At first, I struggled to keep them on script, worried about losing control. However, I realized that following their lead revealed valuable insights, including:
- Users were missing small but crucial badge indicators that clarified product formats.
- Participants navigated in unconventional, inefficient ways to find products they loved.
- Customers chose certain studies primarily because they received samples, influencing future purchases.
By allowing for freedom and staying curious, I discovered pain points, workarounds, and moments of delight that a scripted approach would have missed. Good interviews do follow a plan, but they also embrace the unexpected.
Great interviews follow the participant.
A script gets you started. Curiosity gets you the insights that matter.