Producttank UX meetup - Talking to your customer

Customer Converstations

Getting the most out of your customer conversations

Startup Foundation

• An independent not for profit [or for impact] organisation, driving innovation by supporting startups

• @Simoned87 – fellow at Startup Foundation

Why interviews? Conversations!User / customer?

Froukje Sleeswijk Visser

7

#Preparing

# Should you tell what you’re working on?

# What do you want to learn from your customer? (and # who is that customer / where to find them?)

#Good question / Bad question

Dear mom,

Don’t you think I’m great?

Love,Your son

It’s not just your momPeople want to be helpful, more than being honest.

How do we get facts?

1) Talk about their life

2) Ask about specifics(from the past!)

3) We can’t predict the future: don’t ask for it!

Do you think this is a good idea?

Do you think this is a good idea?

How do you currently deal with this?

How do you currently deal with this?

When does this happen?

When does this happen?

Would you buy a product that would solve this?

Would you buy a product that would solve this?

Please show me how you do this?

Please show me how you do this?

Can you talk me through the last time that you

experienced this?

Can you talk me through the last time that you experienced

this?

How much would you pay for this?

How much would you pay for this?

How much does this currently cost you?

How much does this currently cost you?

How do we do this as casual as possible?

- don’t be too formal (interview – scripted)

- don’t fish for compliments - don’t pitch your idea!

- start with soft(ball) questions - don’t sell (learn)

most of all: Just listen!

Good or bad conversation?

“That’s so cool. I love it!”

“That’s so cool. I love it!”

“There are a couple of people I can introduce you to, when you’re

ready.”

“There are a couple of people I can introduce you to, when you’re

ready.”

“Looks great, let me know when it launches.”

“Looks great, let me know when it launches.”

“Can I buy the prototype?”

“Can I buy the prototype?”

“When can you come back and talk to the rest of the team?”

“When can you come back and talk to the rest of the team?”

#Follow up

• Always ask for connections (commitments!)

- Who should I (have) talk(ed) to?

# how many interviews?Rule of thumb: - until there’s no new info- until you hit diminishing

returns

#Note taking

• 1 person to take notes / other interviews• Use cards (or an app – e.g. Evernote)• Recording?

• Symbols:(from the mom-test)

#Review

• Review data on:

# patterns

# deviant material (niche? New direction?)

# use for improving questions

But remember…

Talking to customers is a tool, not an obligation!