Many job interviews revolve around the same basic set of questions. But in specialized subfields within an industry, it’s critical to ask more specific questions that will ensure your company chooses the right candidate for the position – the one whose interests and attitudes best match that of the company. In this article we’ll consider five interview questions to ask candidates during a UX interview – questions that will shed light on the job candidates’ ideas about UX. These questions were suggested by other UX professionals and are based on my own personal interviewing experience. Question 1. “Which is more important – to target a specific demographic or to market to the global consumer?” There is actually no wrong answer to this question. Whether your marketing tries to appeal to everyone or to a more narrow demographic depends on what kind of company you are, what kind of community your business is located in, and most importantly, what type of product you sell. But the interviewee’s answer will tell you a great deal about their own UX philosophy, and how they approach targeting and enhancing UX. In addition, the candidate’s answer will likely suggest to you how much research they have done into your company prior to the interview. The closer their marketing strategy aligns with your company’s, the more likely it is that they are familiar with your business and its products. Question 2. “How soon after a product’s initial public launch should a company examine metrics on user experience?” Among interview questions to ask candidates, this one is helpful because it reveals something about the candidate’s patience and vision. Taking metrics on UX too early (after, say, only two months) is a common mistake in a field in which innovative services often hit the market. It’s best to give the consumer time to familiarize themselves with the product, while not waiting so long that they’ve moved on to something else. In most cases, anywhere from 3 to 9 months is a good answer. Question 3. “How crucial is advertising and marketing to overall UX?” While this question also doesn’t have only one right answer, it is effective at revealing the interviewee’s priorities. Are they more focused on the product itself, or on the advertising campaign to convince the user to pay for the product? While marketing and advertising are important, if overused they can inundate or annoy the consumer, leading to a negative UX. And ultimately, advertising is only in place to make the product known. In the end, the product’s quality must speak for itself. Question 4. “How significant is CRM with regard to overall user experience?” These types of interview questions to ask candidates are useful because they establish the candidate’s perspective on the customer and on customer satisfaction. Because high customer satisfaction is essential to succeeding as a business, the only answer to this question is “very.” Gartner reports that, “The risks of not meeting customer expectations in terms of product ergonomics, function and quality can do long-term damage to a brand, and it is becoming increasingly difficult to recover from this.” Establishing and maintaining a good relationship with customers is a failsafe; in the event that something does go awry with the product, a customer who has had a positive experience with your company so far is much more likely to give you the benefit of the doubt. Question 5. “How often should a company offer updates or new versions of its product?” Once again, how the candidate answers this question will demonstrate how well they know your company’s philosophy and products. Simply put, the answer will vary depending on what kind of service you provide. In general, though, large-scale, less frequent improvements are better than quick fixes, which often only introduce new problems. With regard to updates and new versions, Gartner recommends: Determine your company’s top priorities to improve upon related to product strategy and execution. The key to improving product life cycle performance is to focus on one or two primary improvement goals at a time. The above interview questions to ask candidates will help you to ascertain whether they are ready for a UX position – and not just any UX position, but one at your company. Given the importance of this field within today’s business world, it’s crucial to ask tough, specific questions rather than generic ones that could apply to any job. Focusing on what you want in a job candidate, and developing questions like those above, which force candidates to discuss their own ideas and opinions, will help you to make the best personnel decisions for your team.