Interviews with key decision makers that help inform the design execution as it provides the UX team with a firm idea of the culture that the clients operate in. This informs the context of the design solution for the website.

Part of the information gathering stage of a project before design research begins. They are essential in forming a thorough brief.

The insights from these interviews will dictate what will ultimately be built. Discussions should be designed to be based around what will be delivered. Gaining first hand insights from key stakeholders will always result in a better end product.