"Step 2: Prepare a discussion guide"

"Interviewees can’t retain a lot of information in their short-term memory. Thus, it’s recommended to keep questions under 20 words"

"Step 3: 15 thing you SHOULD do when interviewing people"

"1. Put yourself in the mood"

"2. Provide a warm welcome"

"3. Build an arc"

"4. Explain that there are no right or wrong answers"

"5. Start off with the easy questions"

"6. Ask interviewees about specific moments in the past (references to real-life examples)"

"8. Ask follow-up questions"

"7. Prioritize open-ended questions"

"9. Ask for extremes"

"Tip: You can go further by asking people to recall where exactly they were when they had that experience — little things like that are actually powerful supplement that brings memories flooding back."

"10. Ask to observe behavior"

"11. When in doubt, clarify"

"12. Keep an eye on the time"

"13. Minimize note-taking"

"14. Watch out for non-verbal clues"

"15. Finish with a wrap-up summary"

"Step 5: 7 thing to AVOID when interviewing people"

"1. Don’t ask leading questions"

"2. Don’t fill the silence"

"3. Don’t draw attention to specific issues"

"4. Don’t ask if they’d buy your product"

"5. Don’t answer a user’s questions"

"6. Resist the urge to judge or educate your interviewees"

"7. Don’t express your own opinion"