How to Perfect a User Interview

Ignore the solution

We frequently hear about common mistakes made by product teams, such as creating a solution without identifying the problem, developing a product prematurely, and failing to comprehend the market.

Yet, despite these constant reminders, we still tend to fall into these traps.

It's natural to rely on our strengths; perhaps we do so for too long. For example, if you have a team of fantastic engineers, you can design and build when presented with a problem. However, this approach often only works with the proper research.  

Go-to-market (GTM) teams are a crucial link between customers and product managers, playing a vital role in effective User Interviews.

Who to speak with

• Which specific companies need a solution to this problem?
  • ‍Emphasis on "a solution" and not "your solution."
  • What are the trends from companies that have churned?
  • GTM teams hear requests everyday, use them to find the right audience

• If you have identified the problem, you probably have an ideal customer profile already defined. But if it's a broad statement like "B2B companies based in the US with 1000 or fewer employees," all you're going to do is cold email 125k companies when it's time to go to market.

• Be targeted. User Interviews are not about having a casual coffee conversation but learning about your Ideal Customer. You chose to speak to them for a reason. Do your research to shape the questions, not to prove you're an expert.

How to execute

• Eliminate opinion and bias. You are a researcher with a hypothesis. Refrain from talking about your thoughts on a hypothetical solution.

• Ask open-ended questions

• Record the conversation to stay in the moment and not be 15 seconds behind as you write/type notes.

• Don't try to think of the following question while they speak. If you're unsure where to go next, dive deeper with:
  • Why is that so hard?
  • Why is this process necessary for your company?
  • What's the best solution to this process you've seen thus far?
  • What would happen if you just ignored this?

Finally

The User Interview is not about providing solutions but deeply understanding the problem. This step as a founder or product team is extremely important to any company. It involves listening to the language of your potential users, showing empathy, collecting data, and, later, building solutions that cater to their needs.

If your hypothesis is correct and the problem is identified accurately, suggest meeting in two weeks to discuss your ideas further and potentially use them as beta customers.

Remember -- people respond better to those ready to help than those doing a sales pitch.