User interviews are one of the most valuable tools in product design. They give you direct access to the people you’re building for and help you understand their goals, pain points, and behaviors. But even with good intentions, it’s easy to fall into habits that lead to biased, shallow, or misleading feedback.

Here are five user interview mistakes we see often and how to avoid each one.

1. Asking Leading Questions

It’s tempting to look for validation, especially if you’re excited about a new idea. But leading questions push users toward a specific answer. For example, asking “Wouldn’t it be helpful if this button was larger?” encourages agreement.

What to do instead:

Ask neutral, open-ended questions like “How did you feel about the button size?” or “What would you change about this page?”

2. Talking More Than Listening

The goal of a user interview is to hear from the user, not to explain or pitch the product. When interviewers talk too much or jump in with suggestions, they miss out on what the user is actually trying to say.

What to do instead:

Embrace silence. Let the user think and respond in their own words. Listen actively and take notes without interrupting.

3. Only Talking to Happy Users

If you only interview power users or loyal customers, you get a limited view. These users already know how to navigate the product and may not represent the struggles new or frustrated users face.

What to do instead:

Include a mix of users — new, returning, confused, frustrated, and everything in between. You’ll get a broader, more honest picture of how your product performs.

4. Skipping the “Why”

Surface-level answers can be misleading. For example, a user might say, “I didn’t click that feature.” But why? Was it confusing? Did they not see it? Did they not need it?

What to do instead:

Always follow up. Ask “Why did you do that?” or “What were you expecting to happen?” Digging deeper reveals the motivations behind behavior, which is where real insight lives.

5. Not Recording or Taking Notes

If you rely on memory, you’ll miss key details. It’s hard to capture tone, phrasing, and nuance without documentation. And without that, your team may misinterpret what was actually said.

What to do instead:

Always record the session (with permission) and take structured notes. This allows for accurate analysis and makes it easier to share findings with the rest of your team.