The What, How, and Why of Website User Experience (UX) Interviews

website user experience interviewsUser experience (UX) is one of those trendy terms that's grown a lot in popularity in recent years. To no one's surprise as more and more experiences are had online than ever before. Combined with desktops, laptops, tablets, and smartphones, the digital world is at everyone's fingertips for the better part of 24 hours a day and 7 days a week. A mobile phone is usually the first thing we wake up to and the last thing we see before we fall asleep. UX plays a critical role in determining how your website, mobile apps, and digital experiences meet the needs of its users.

Yet, consultant firms and market research firms still throw the term out without really know the ins and outs of what user experience truly means. Very few true UX analysts exist across the State of New York, let alone Central New York. One of the great benefits of Drive Research's partnership with Advance Media New York is the ability to work with a certified User Experience (UX) Analyst. Their website development and UX services allow our clients to take the next steps with our market research findings. We set the table with our UX market research, and AMNY delivers the main course.

It's important to note our user experience (UX) market research services differ from a UX evaluation. Our UX interviews use traditional market research interviews to collect feedback from users. This is much like a traditional in-depth interview (IDI) except our UX interviews focus on websites and digital experiences as the main focus of the market research. Whereas (just as valuable) a UX evaluation involves a checklist of over 50 items a UX Analyst reviews on a website to identify things done really well or really poorly.

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What is User Experience (UX) Market Research?

As stated, the focus of the UX market research is on the digital experience for the user. This could include the website, app, mobile site, or e-commerce portion of your website. UX market research collects feedback from users of your site to identify likes, dislikes, user paths, important criteria, improvements, and other critical information. The UX gathers and tabulates feedback from a small number of users if it is qualitative, or hundreds of users if it is quantitative.

How Does User Experience (UX) Market Research Work?

UX market research typically uses in-depth interviews (IDIs) to acquire feedback. During these IDIs, the moderator usually screen shares with the participant so the interviewer can view the interviewee browsing a website. These can also be conducted in-person while an interviewee uses an app or mobile device. These exploratory UX interviews are often the most insightful because it allows for person-to-person interaction and follow-up on actions taken. These interviews provide context and reasons behind the actions and behaviors taken on a site.

Other less exploratory and more measurable options for UX market research include online surveys. In these online surveys, questions can be asked about reasons for visiting a website, types of content or information that are most important to them, and topics they'd be interested in reading on a blog. You can also share screen shots and ask for reactions or actions on a page. The disadvantage of quantitative UX research is the inability to follow-up directly on an answer or response. This is something that is easier to do through a 1-on-1 in-person interview or screen share with a moderator and interviewee.

Regardless of whether you choose qualitative or quantitative, this type of traditional UX market research is critical to ensure your web design fits the needs and expectations of potential users. Without hearing from the user you'll be making major website structure and design decisions based on gut decisions. The customer or user perception is the most important angle to understand.

Why User Experience (UX) Market Research?

Heuristic evaluations of websites and traditional UX provide a company with tactical and actionable improvements for a website. This type of evaluation is absolutely necessary as part of any web design. It will identify what your site does well and what it needs to improve from a web design perspective.

UX interviews and surveys provide the other half of the puzzle, collecting all important feedback from the user. When combined with the expertise of a UX Analyst, it ensures your website is set up for success and goal conversions.

What are the Next Steps After the User Experience (UX) is Complete?

Although Drive Research can manage your UX market research, we can also help your business take next steps with web design and restructuring because of our partnership with Advance Media New York. Whereas another market research would need to hand the findings over to a web design or digital marketing company to relearn all of the takeaways and action items discovered from the market research, Drive Research works hand-in-hand with Advance Media New York to provide your business a complete solution. This integrated approach and is driven by market research and data.

Drive Research is a user experience (UX) firm in Syracuse, NY. We work with your business to understand objectives, develop goals, and create a custom market research project to fit your UX needs. Looking to redesign or revamp your website? Start with UX market research with Drive Research.

Contact us at 315-303-2040 or send us an email at

User Experience (UX)