In the field of User Experience (UX), user interviewing is key to understanding your audience. As a business, you first establish what the user wants to achieve online. Secondly, ask for information about a certain topic of interest regarding products or webpages, so that you will learn from different perspectives. Thirdly, ask about problems that they face. User interviews are especially useful in the beginning stage of building a website. This way, you can take into account their opinions and suggestions beforehand, as the target audience.
User interviews can be written down or recorded for audio playback. They should result in useful material that can be taken into context when creating your website. You want to make a user's journey as smooth as possible, so don't ignore key points, even negatives!
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