Customer Development & Customer Interviews

Customer Development

Q:         How do we know a problem is worth solving?

A:         Through frequent interactions and iterations with users to build the best products.

Finding Customers

What types of people or groups do you want to target?

In what places or forums can you find these users?

Interview Tactics and Best Practices

Interview questions should be based on our assumptions.

Research Topic:             Music Streaming

Assumption:                 “Users would be more likely to stream music on a mobile device if they did not have to utilize their data.”

Hypothesis:                  “If users did not have to use their data to stream media from their mobile device, then they will be willing to pay a premium for that service.”

Questions should test your hypothesis.

Interviewing best practice

  • Ask open ended questions.
    • Closed Q – Are you a Risk Manager?
    • Open Q – What do you do for a living?
  • Avoid inserting biased in to Questions.
    • Positive Bias – Wouldn’t it be great if….?
    • Negative Bias – Are you frustrated when…?
    • Neutral Bias – How do you feel when…?
  • Explore and probe answers…
    • Tell me more about that….
    • Can you remember a time when that happened?
    • Why do you need that?
    • When do you need to do that?
    • How often does that happen?
  • Be an active listener.
  • Interview in-person
  • Ask permission to record the interview
  • Have questions prepared ahead of time.
  • Be respectful of time.

User Journey Research

The research should provide insights that will allow us to identify opportunities to engage our customers and inform the design and development processes for those engagements.

  1. Identify the moments and contexts to engage our audiences
    1. Assess the audience
      • Who are we serving?
      • What devices do they use?
      • What is their motivation and goal?
    2. Determine the audience’s context
      • What is their situation & location? (Location, movement, event, account data)
      • What is their emotional state or attitude?
      • What are their preferences & history?
    3. Design the engagement
      1. Engage the audience
        • What service will we provide?
        • What will it accomplish?
        • How will they find it?
      2. Calculate customer benefit
        • Does it improve the customer’s experience?
        • Does it accomplish a customer’s goal quickly and efficiently?
        • Is it convenient and enjoyable to use?
      3. Determine the value to FM Global
        • Does it accomplish our business goals?
        • Is it cost-effective? Does it drive revenue, client satisfaction or loyalty?
        • Are we committed to it for the long haul?
      4. Engineer our platforms, processes and people for the engagement
        1. Build Platforms
          • What systems will the engagement use?
          • Who will we need to work with to access the systems?
        2. Transform Processes
          • What processes will the engagement touch?
          • Where will the current process break down?
          • What changes will we have to make?
        3. Align People
          • What skills will we need?
          • Will our organization support the engagement?
          • Do we have the resources to make the changes?
        4. Analyze results to monitor performance and optimize outcomes.
          1. Identify the data you need
            • What are the business metrics?
            • What are the engagement metrics?
            • What are the technical Metrics?
          2. Determine if we’re ready to use it?
            • Can you collect the data?
            • Do you have the analysis tools?
            • Do you have the analytics expertise

Creating Interview Questions

Creating Interview Questions

  1. Who are my users?
  • Are they business users?
  • Job Functions / Roles
  • Demographic
  • Firmographic
  1. What are their habits?
  • What do they currently do?
  • What key tasks do they need to perform?
  • How do they complete those tasks?
  • What information do they need and how do they get it?
  • What do you do if you can’t find info/ complete task?
  1. Where are they accessing from?
  • Environmental context
  • Platform Context (Mobile, desktop, PDF)
  1. When do they need your product?
  • Is it a time of day?
  • During a big moment in there planning cycle?
  1. Why do they need your product?
  • Do other products not meet their needs?
  • Do other products exist to fit their needs?
  • How would they improve your product or other products?
  1. How do they access your product?
  • One time download
  • Web app, native app
  • Admin approver