From ‘Sprint’: The Five-Act Interview

Summary

In this informative video, Jake, a design partner at GV, discusses the importance of conducting customer interviews for validating new product ideas. He introduces a five-act structure for effective interviews, which includes welcoming the customer, gathering background information, presenting a prototype, observing task interactions, and conducting a debrief for feedback. Emphasizing a relaxed atmosphere, Jake highlights the value of honest customer insights in refining designs. The session concludes with encouragement to explore the book 'Sprint' for additional strategies on running productive interviews, enhancing the overall design and customer experience.

Takeaways

• 😀 Customer interviews are crucial for validating new ideas and prototypes before they hit the market.
• 💡 Engaging with customers helps reveal potential issues and opportunities for improvement in your designs.
• 👥 Anyone on your team can conduct customer interviews by following the proper steps outlined in the process.
• 📚 The five acts of customer interviews provide a structured approach to gathering feedback effectively.
• 🤝 Act One focuses on warmly welcoming the customer and explaining the interview process to put them at ease.
• 🔍 In Act Two, gather background information through natural conversation to understand the customer's context better.
• 📱 Act Three involves introducing the prototype while emphasizing that you're testing the design, not the customer.
• 👀 Act Four requires observing how customers interact with the prototype and encouraging them to think aloud during the process.
• 🗣️ Act Five includes debriefing the customer to summarize feedback and gain insights about their experience.
• 🎁 Always thank the customer at the end of the interview and consider offering a small token of appreciation for their participation.

Q & A

What is the purpose of conducting customer interviews?

Customer interviews are conducted to validate new ideas and understand how they will perform in the real world, providing valuable feedback before product release.

Who can conduct customer interviews?

Any team member can conduct customer interviews if they follow the proper steps outlined in the process.

What are the five acts of a customer interview?

The five acts are: 1) Friendly Welcome, 2) Background Conversation, 3) Introducing the Prototype, 4) Task Execution, and 5) Debrief and Feedback.

What should be done in Act 1 of the customer interview?

In Act 1, the interviewer should warmly welcome the customer, make them feel at ease, and explain how the interview will proceed.

What kind of questions should be asked in Act 2?

In Act 2, the interviewer should ask background questions about the customer's daily life, hobbies, and fitness habits to gather relevant information.

How should the prototype be introduced in Act 3?

The prototype should be introduced by clarifying that it is a work in progress, encouraging the customer to provide honest feedback without feeling tested.

What is the role of the customer during Act 4?

During Act 4, the customer is given tasks to complete using the prototype while the interviewer observes their interactions and encourages them to think aloud.

What kind of feedback is sought in Act 5?

In Act 5, the interviewer seeks feedback about what the customer liked and disliked about the prototype, as well as any suggestions for improvements.

Why is it important for the customer to think aloud during the interview?

Encouraging the customer to think aloud provides insights into their thought processes and feelings, helping the interviewer understand how users perceive the product.

What resource does Jake suggest for further guidance on conducting interviews?

Jake suggests referring to the book 'Sprint' for comprehensive guidance on writing interview scripts, finding customers, and conducting effective interviews.