@darrenrogan

HOW TO INTERVIEW CUSTOMERS / USER

Discovery InterviewsDarren Rogan

@darrenrogan

YOUR CUSTOMERS• Who is your customer? (not user, who pays?)

• How do you get in front of them?

• Cross Section of Customer Base?

• People Lie, they don’t want to upset if put on the spot.

• Non-Leading questions!

• Closed vs Open question

@darrenrogan

HOW TO RUN USER INTERVIEWShttp://startupclass.samaltman.com/courses/lec16/

46 Mins (skip to 12mins - 17mins example interview)

@darrenrogan

http://jasonevanish.com/2012/01/18/how-to-structure-and-get-the-most-out-of-customer-development-interviews/

1) People – Who Are You?2) Problems – What are your greatest pains?3) Their Solution – See how they currently solve their pain?4) Ask questions don’t show your product / pitch

INTERVIEW STRUCTURE

@darrenrogan

FEATURE VS VALUE FOCUS

• The assumption that users understand what they want, NO they understand their business and problems.

• Faster Horses- Henry Ford

• Problem Hypothesis (What is your value proposition) What Problem do you solve?

@darrenrogan

CUSTOMER DISCOVERY INTERVIEWShttps://startupweekend.wistia.com/medias/tao3s8hf7l

10 Mins - Steve Blank

@darrenrogan

INSIGHTS• Facebook Likes are meaningless (qualifiers like pre-orders, emails)

• Negativity on features / assumptions are GOOD, better the earlier you know.

• Quantifiable Data, more Customers means better understanding

• Customer Inertia, what would make them move?

• Differentiators, they know the market?

• Quantum Improvement, how could you be better?

@darrenrogan

TIPS• 1) Record Everything! - Get Consent

• 2) Share Interviews (great for developers and designers)

• 3) Be conversational, drill down on problems / frustrations

• 4) Have a script but Go off script, rambling can lead to diamonds.

• 5) Work arounds/ Current approach…ask to see it!

• 6) Always follow up - More chats or possible demos later.

• 7) End with an ask - other possible customers?

@darrenrogan

• http://steveblank.com/slides/

• http://startupclass.samaltman.com/

• https://blog.kissmetrics.com/26-customer-development-resources/

• http://jasonevanish.com/2012/01/18/how-to-structure-and-get-the-most-out-of-customer-development-interviews/

• http://blog.kytelabs.com/?p=17 Tips for a better customer interview processes

Additional Information