User Interviews

A User Interview is a structured conversation with an HCP, patient, or other key stakeholder that helps uncover their challenges, expectations, and attitudes towards a product or service. Conducted during the discovery phase, these interviews provide contextual insights into user needs, revealing the ‘why’ behind their behaviours.

User interviews are particularly useful when:

• Designing a new product or service and you need to define the problem it solves

• Seeking a deeper understanding of user context and workflows

• Exploring user attitudes towards specific topics or solutions

Unlike quantitative research, user interviews focus on depth over breadth, helping generate hypotheses for further testing rather than measuring frequency of behaviours. Interviews with users tend to be between 30-60 mins depending on the amount of depth needed from the interviews.

To create a solution that delivers what your customers want, you first need to understand what they need. You need to see your product through your users’ eyes. 

User Interviews bridge the gap between business objectives and user realities by highlighting pain points, motivations, and opportunities. The insights gained reduce risk, improve product-market fit, and ensure user-centred design decisions. This method supports:

• Informed decision-making by uncovering what users truly need

• Early-stage validation to shape digital strategies before investment

• Improved user alignment by grounding design in real-world experiences