Great interviews start with the right questions. This template gives you a structured bank you can tailor to any research goal.
What you'll get:
- A user interview question bank
- A copy/paste interview template
- A focused set of UX interview questions for websites and landing pages
- Tips to avoid biased questions
Use the sections below as building blocks; keep what you need and delete the rest.
For the full workflow, see the user interview template.
References for this guide are listed at the end.
What is a user interview?
A user interview is a research method where you ask participants about their experiences, behaviors, and needs. Interviews are attitudinal, so they capture what people say and feel, not just what they do.
User interviews vs usability tests
User interviews explore motivations and mental models. Usability tests observe behavior while users complete tasks. They are different methods and should be used at different times.
How to plan your interview
- Define research goals
- Draft an interview guide with open-ended questions
- Start with easy questions to build rapport
- Follow up with probing questions
Question design rules
- Avoid leading questions
- Ask for real examples and recent experiences
- Use open-ended prompts like "How" and "What"
UX interview questions for websites and landing pages
If your team is improving a marketing site, signup flow, or pricing page, generic interview prompts are not enough. Use UX interview questions tied to navigation, trust, and conversion behavior.
1. Goal and intent questions
- What did you come to this page to do?
- What did you expect to find in the first 10 seconds?
- Which part of the page felt most relevant to your goal?
2. Navigation and clarity questions
- Where did you look first to continue your task?
- Which label or section name felt unclear?
- What information did you need but could not find quickly?
3. Trust and conversion questions
- What made you hesitate before clicking the CTA?
- What proof (reviews, pricing detail, examples) were you looking for?
- What would make you feel confident enough to complete the next step?
For behavior-based validation, pair these interviews with a website usability test and this usability testing guide.
User interview questions (by category)
Use these as a starting point and tailor to your project.
1. Warm-up and background
- Tell me about yourself and your role.
- What does a typical day look like for you?
- How often do you work on [task]?
2. Tasks and workflows
- Walk me through how you currently [task].
- What steps do you take from start to finish?
- What tools or resources do you use?
3. Pain points and friction
- What is the most frustrating part of [task]?
- What issues come up most often?
- What workarounds have you created?
4. Product and feature feedback
- What do you like or dislike about the current solution?
- What features feel missing or unnecessary?
- If you could change one thing, what would it be?
5. Awareness and expectations
- What is your main goal when visiting [site/app]?
- Were you aware of [feature] before today?
- What would prevent you from achieving your goal?
6. Follow-up probes
- Tell me more about that.
- Can you give me a specific example?
- Why was that important to you?
7. Wrap-up
- Is there anything we did not ask that we should have?
- Can we contact you for follow-up research?
Turn interview answers into prioritized fixes
Use this quick translation layer so your interview notes become a prioritized backlog.
| If users repeatedly say... | Likely issue | Next action |
|---|---|---|
| "I am not sure where to start" | Weak visual hierarchy | Run a landing page analyzer and simplify top sections. |
| "I could not find what this page does" | Messaging and content mismatch | Use website content analysis to tighten copy intent. |
| "I was not ready to click the CTA" | Trust or offer clarity gap | Audit credibility and CTA flow with a website UX audit. |
| "I got stuck halfway" | Interaction friction | Review flow quality with website checker. |
User interview template (copy/paste)
Interview goals
- Primary questions to answer:
- Target audience:
- Session length:
Interview guide
- Warm-up and background
- Task and workflow questions
- Pain points and workarounds
- Product or feature feedback
- Follow-up probes
- Wrap-up
Note-taking grid
| Question | Key quotes | Insight | Follow-up |
|---|---|---|---|
| Walk me through [task] | "..." | Bottleneck at step 3 | Ask about tools |
Common mistakes to avoid
- Asking leading questions
- Using jargon users do not use
- Relying on hypothetical future behavior
FAQ
How many questions should a user interview have?
Focus on depth, not quantity. Fewer, better questions lead to richer insights.
Can interviews replace usability testing?
No. Interviews capture attitudes and motivations, while usability tests observe real behavior.
Are these UX interview questions for hiring UX designers?
No. This guide is for user research interviews with customers or users of your product/website, not candidate hiring interviews.
References
- Nielsen Norman Group — User Interviews
- Yale — User Interview Example Questions
- Maze — Questions
- Respondent — Best User Interview Question
- Stephanie Walter — A Cheatsheet For User Interview And Follow Ups Questions
