7 Steps to Master User Interviews for Better Products

In the SaaS industry, building a product that resonates with users is both an art and a science. We've all been there: launching something we thought would revolutionize the game, only to be met with silence from users. The root of this problem often lies in skipping an essential step: talking to users.

User interviews are a powerful tool to unlock insights that improve product-market fit, reduce churn, and streamline decision-making. This article breaks down a transformative 7-step process to conduct effective user interviews, ensuring your product aligns with what your users truly need.

Why User Interviews Matter

User interviews are more than just conversations, they are a strategic tool for identifying users' pain points and understanding their behaviors. Unlike surveys or analytics, interviews dive deep into user motivations, providing actionable insights that can inform every stage of product development.

But let’s clear up common misconceptions. User interviews are not about collecting impressive quotes for a pitch deck or indulging in theoretical discussions. They’re about asking the right questions, listening carefully, and distilling those insights into meaningful actions.

If you’re looking to improve user onboarding, reduce churn, or validate new features, user interviews are your secret weapon. Let’s explore how to get them right.

The 7 Steps to Master User Interviews

1. Define What You Want to Learn

Vague goals lead to vague results. Before conducting interviews, clearly outline what you’re trying to uncover.

For example:

• Bad goal: "We want to know more about our users."

• Good goal: "We want to understand why users drop off during onboarding."

  This level of specificity ensures your interviews focus on actionable areas rather than generic observations.

  
  

2. Identify the Right Participants

You don’t need to interview hundreds of users to find patterns. Start with 5–10 participants, but make sure they represent your actual user base.

Consider segmenting users into categories, such as power users, new users, or churned users. Each group interacts with your product differently, and their unique perspectives can reveal different pain points or opportunities.

3. Craft Better Questions

The quality of your questions directly impacts the value of your insights. Avoid leading or yes/no questions, as they limit the depth of responses.

Instead, focus on past behaviors and specific examples. For instance:

• Poor question: "Would you use a feature like X?"

• Effective question: "How did you solve this problem last week? Walk me through your process."

  Also, embrace silence. When users pause, resist the urge to fill the gap. Often, those moments lead to the most revealing insights.

  
  

4. Prepare a Flexible Script

A structured script provides direction, but don’t treat it like a rigid checklist. If a user mentions an unexpected but valuable insight, explore it further.

Keep the interview conversational, and limit it to 30–45 minutes to avoid overwhelming your participants. A focused yet adaptable approach ensures both depth and engagement.

5. Conduct the Interview with Focus

Set the right tone from the start. Explain why you’re conducting the interview and emphasize that it’s a low-pressure conversation.

Key tips for running the session:

• Record the interview (with permission) to focus fully on the conversation instead of taking notes.

• Avoid multitasking - active listening is crucial.

• Keep the environment casual to make users feel comfortable sharing.

  
  

6. Analyze for Patterns, Not Just Quotes

Once the interviews are complete, resist the temptation to cherry-pick compelling quotes and call it a day. Instead, look for recurring themes or pain points.

For instance, if three out of five users report confusion during a specific step, that’s a red flag that needs addressing. Focus on understanding the root problems rather than jumping straight into solutions.

7. Turn Insights Into Action

Insights are meaningless unless they inform decision-making. Use what you’ve learned to create tools like:

• Customer journey maps to visualize user experiences.

• Personas to guide product development based on user types.

• Insight decks to communicate findings with your team.

  As an example, a healthcare SaaS company discovered through interviews that users didn’t want highly customizable reports, as initially assumed. Instead, they preferred one standard report with minor flexibility. Acting on this insight saved months of development time and simplified the user experience.

Key Takeaways

• Clarity is key: Define specific learning objectives before starting interviews.

• Less is more: 5–10 interviews with the right users are often enough to uncover patterns.

• Ask about the past: Focus on how users currently solve problems, not hypothetical scenarios.

• Active listening matters: Avoid multitasking during interviews to fully understand user perspectives.

• Look for patterns: Analyze recurring themes rather than isolated quotes.

• Take action: Transform insights into practical tools to optimize your product and processes.

• Ongoing process: User interviews should be a continuous part of your product development cycle.

  

Conclusion

User interviews are a cornerstone of building user-centric SaaS products. Done right, they provide clarity when your roadmap feels uncertain and help you design solutions that users genuinely want.

By adopting this 7-step approach, you’ll stop guessing and start creating products that resonate with your audience. Remember, insights are only valuable if they lead to action. Make user interviews a regular practice, and you’ll be equipped to tackle challenges like onboarding drop-offs, churn, and product adoption with confidence.

At Donux, we use user interviews as a core part of our process to help B2B SaaS companies understand their users, validate ideas, and build products that truly resonate. If you’re ready to stop guessing and start learning from real users, book a discovery call with us today.