Interviews
Interviews can be structured, unstructured, or semi-structured. A structured interview consists of a set of questions, which are followed without deviation. An unstructured interview consists of a conversation that is loosely guided by topics. Semi-structured interviews combine a set of questions with the flexibility to deviate or ask further questions during the interview. Semi-structured interviews are the best form for UX--the questions provide structure and ensure that the interviewer gains the information that is required; the flexibility allows unforeseen insights to be gained.
UX practitioners must be careful how they use interviews. A common adage in UX is Watch users act, don’t listen to what they say. This is a valid ...
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