Discovering Value Through Customer Interviews
3 likes1,314 views
This document outlines best practices for conducting customer interviews to gain insights. It discusses preparing interview questions that elicit stories around research topics, actively listening during interviews, and synthesizing learnings. Interview questions should not directly ask about research topics but instead prompt stories on related experiences. Active listening requires focusing fully without judgment and using silence and follow-up questions. Insights are then summarized in a snapshot highlighting quotes, facts, and opportunities.
Discovering Value Through Customer Interviews
- 2. Agenda • Introduction to Product Discovery • Interview Preparation • During interview – Active Listening • Synthesizing interview results 2
- 3. 3
- 5. 5 Product Discovery Product Delivery Building it Goal: Ship fast • Annual Releases • Quarterly Releases • Monthly Releases • Weekly Releases • Daily Releases • Continuous Integration Deciding what to build Goal: Learn fast • Are we meeting stakeholder needs? • Can customers use it? • Do customers want our solution? • Are we solving a problem customers care about? • Are we driving toward a desired outcome?
- 9. 9 Interview questions Research Questions Interview questions What keeps people engaging today? Tell me about the last time you watched Netflix. Listen for: • When / where did they watch? • How did it fit within their day? • How much time did they have to watch? • What triggered the session? • What interrupts or interferes with the experience?
- 10. 10 Interview questions Research Questions Interview questions What prevents people from engaging today? Walk me through your day. Start with the moment you woke up. Listen for: • What are they doing for entertainment now? • Are there gaps in their day where they could watch more entertainment? • Is there friction in the way they watch entertainment today?
- 12. 12 Interview
- 15. Why? • Tune out of certain types of communications • We like to talk about ourselves • Don’t like speaker of the topic • Easily distracted by the pace of life 15
- 17. Active Listening is Strenuous • Know the person you are meeting with • Cultivate the right frame of mind • Pay attention to your mood and energy • Suspend judgment and your ego • Get comfortable with silence 17
- 18. Tips during interview • Let go of what you want to learn • Don’t let your mind wander • Don’t interrupt • Encourage participant to share more • Ask open-ended questions • Confirm by parroting back • Use note-taking as a listening tool 18
- 19. Best Practices for interviews • Ask “Why” – A lot! • Ask for examples • Focus on actual behavior, not speculative or abstract feelings • Awkward silence is your strategic friend • Listen, don’t talk! 19
- 20. 20 Interview
- 21. Interview Snapshot 21 “Their recommendations are certainly on the low end of plausible. You would think with the billions of dollars spent, you would get something close to what you like after watching what you watch. ” Quick Facts: ● In her mid 30s ● Signed up for Netflix for over a year ● Spends 2 – 3 hours on Netflix weekly ● Watches on iPad and phone Insights: • She has watched Netflix at the airport • She downloads movies before she travels • She likes watching with her daughter • She also has DSTV but never watches it Opportunities: “I want to be able to share with my friends what I watch.” “I wish I got a warning when a series is about to expire.” “I am trying to restrict my kids watching too much Netflix.” Alexandra Simmins