It goes without saying that if you’re building a product, a feature, or just thinking about it, understanding your user’s needs and pain-points is a critical part of the equation. Whether you’re talking to existing users directly or recruiting qualified users externally, it’s important to structure your conversations in a way that allows you get to their true needs. You should do these customer interviews as early as you can to avoid building products or features that just won't be used.
In this post, we talk about you can structure customer discovery interviews in a way that helps extract the most actionable insights while avoiding being stuck in the planning phase. This approach was developed based on learnings from over 1,000 user interviews completed on Lightster.
Read this post if you are thinking about starting up a new business, launching a new product, or entering a new market or customer segment with your existing product.
When thinking about the structure of interviews, start with what you want to get out of it. Staying focused on the objective means you can spend more time on them in the interview and get deeper insights that can be referred back to for a period of time. Here are the top five objectives our customers have talked about.
If you work in a team, we also recommend that you solicit input from your team members or stakeholders on whether they agree with the objectives that you have set in order to establish alignment and also ensure they can contribute to the content creation as well.
This is what a 60-minute interview might look like
Develop a script
Here are a few tips when developing your script:
Frame questions in the past tense, so that you get the full truth when discussing problems and current state
Avoid asking "yes" or "no" questions as they provide little insight, but frame the question in an open-ended way
Don’t label things as good or bad, right or wrong
Let the user do all the talking and avoid interrupting or putting words in their mouth
Don’t do too much in one session - focus on getting deep insights
Do this as often as you can
While the user is talking, look into their eyes and don’t be distracted - the user can tell