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

User experience (UX) is one of those trendy terms that's grown a lot in popularity in recent years.

This trajectory is 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.

As a result, website user experience interviews now play a critical role in determining how your website, mobile apps, and digital experiences meet the needs of your visitors.

Keep reading to learn more about the definition, benefits, and process of website UX interviews.

UX market research - the what how and why


What Are Website User Experience (UX) Interviews?

As stated, the focus of the UX market research is on the digital experience for the user.

Website UX interviews collect feedback from users of your site to identify likes, dislikes, user paths, important criteria, improvements, and other critical information.

The research gathers and tabulates feedback from a small number of users if it is qualitative, or hundreds of users if it is quantitative.

UX market research spans far beyond websites. Brands can conduct this type of study with apps, mobile websites, e-Commerce platforms, and more.


Benefits of Website User Experience (UX) Research

Actionable Improvements for a Website

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.

Identify Context Behind User Actions

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.

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.

Make Data-Driven Decisions

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.


Conducting Website User Experience (UX) Market Research

There are many market research options when conducting website UX market research.

Types of website UX market research include:

  • In-depth interviews via Zoom
  • In-person interviews
  • Online surveys

Remote & In-Person In-Depth Interviews

UX market research typically uses in-depth interviews (IDIs) to acquire feedback.

During these IDIs, the moderator 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. 

To learn more, read our blog post: How Do User Experience Interviews Work?

Online Surveys

Other less exploratory and more measurable options for UX market research include online surveys.

In these online surveys, questions can be asked such as:

  • Reasons for visiting a website
  • Types of content or information that are most important to them
  • Topics they'd be interested in reading on a blog

The survey questions can also share screenshots 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.


Working with a UX Market Research Firm

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.

On the contrary, our user experience market research firm partners with certified UX analysts to offer end-to-end project management services.

Additionally, our website development and UX services allow businesses to take the next steps with our market research findings.

Something to Keep in Mind...

It's important to note website user experience (UX) market research services differ from a UX evaluation.

For instance, our UX interviews use traditional market research interviews to collect feedback from site or app visitors.

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.

Next Steps After Completing Website UX Interviews

Although Drive Research can manage your UX market research, we can also help your business take the next steps with web design and restructuring because of our partnership with marketing and advertising agencies.

Whereas another market research firm 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 web development agencies to provide your business a complete solution.

This integrated approach and is driven by market research and data.

*Editor's Note: This blog post was originally posted in April of 2017 but has since been updated.


Contact Our UX Market Research Company

Drive Research is a national user experience (UX) firm. 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 our team today.

  1. Message us on our website
  2. Email us at info@driveresearch.com
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

Author Bio George Kuhn

George Kuhn

George is the Owner & President of Drive Research. He has consulted for hundreds of regional, national, and global organizations over the past 15 years. He is a CX certified VoC professional with a focus on innovation and new product management.

Learn more about George, here.


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