How to Run User Interviews with Clients and Community Members

The best websites and programs are built with real people, not just for them. One of the simplest ways to understand what your community needs is to talk to them directly through short, structured conversations.

Student teams working with organizations like Volta NYC often run user interviews before redesigning a site or launching a new initiative. Here’s how you can do the same.

1. Be clear about what you want to learn

Before you schedule any interviews, write down 3–5 questions you’re trying to answer. For example:

• Why do people reach out to us in the first place?
• What do they find confusing about our current website or process?
• What makes them trust or not trust an organization like ours?

These will guide your script and keep conversations focused.

2. Recruit a small, focused group

You don’t need hundreds of interviews. Start with:

• 3–5 current or recent clients/participants
• 3–5 people who might use your services but haven’t yet

Aim for variety in age, language, neighborhood, and familiarity with your work.

3. Keep sessions short and respectful

30 minutes is usually enough.

Tips:

• Explain why you’re talking to them and how the insights will be used
• Make it clear there are no wrong answers
• Offer a small thank-you if possible (gift card, transit credit, or a simple gesture)

If you’re working with students, coach them on confidentiality and consent basics.

4. Ask open-ended, concrete questions

Instead of "Do you like our website?", try:

• "Can you show me how you would find information about our programs?"
• "Tell me about the last time you tried to contact us or a similar organization. What happened?"
• "What’s most confusing about getting help in this area?"

Encourage stories, not just yes/no answers.

5. Capture themes, not just quotes

After a few interviews, gather your team to synthesize what you heard:

• What frustrations came up more than once?
• What language did people use to describe their needs?
• Where did their expectations differ from what your website or program currently offers?

Turn these into concrete changes: clearer navigation, updated copy, or new FAQs.

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User interviews don’t have to be formal or intimidating. A few thoughtful conversations can reveal more than hours of internal debate.

If you’d like help designing and running interviews, student teams through Volta NYC’s Marketing & Strategy and Digital & Tech tracks can support your staff while gaining real experience in human-centered design.