Systematically uncover customer insights to ensure we build products that solve real problems.

1. Discovery Interview Preparation

Hypothesis: What single thing do we want to validate or invalidate?
Screener: Who is the ideal participant? (Experience, role, behavior).
Opening: Set context, assure anonymity, ask for permission to record.
Focus Areas: 3–5 broad themes to explore.
Closing: &quot;Is there anything I should have asked but didn&#x27;t?&quot;

Before talking to users, define a structured research plan.

Ask open-ended questions. Avoid "Would you use this?" (leading). Prefer "Tell me about the last time you tried to [action]..." (experience-based).

2. Jobs-to-be-Done (JTBD)

Focus on the the user is "hiring" the product to do, rather than their demographics.

Systematically uncover customer insights to ensure we build products that solve real problems.

Before talking to users, define a structured research plan.

Ask open-ended questions. Avoid "Would you use this?" (leading). Prefer "Tell me about the last time you tried to [action]..." (experience-based).

Focus on the the user is "hiring" the product to do, rather than their demographics.