How to do a user interview (from Google Ventures updated)

Summary

The script provides guidance for conducting effective user interviews to test product prototypes. It outlines a 5-act structure: first build rapport through casual conversation, then ask background questions to understand the user's context. Next, introduce the prototype, emphasizing that the goal is to test the design not the user's abilities. In act 4, give open-ended tasks to observe realistic usage. Finally, debrief by having the user help interpret their reactions to uncover insights.

Takeaways

• 😊 Put customers at ease by explaining the interview process
• 📝 Learn background info about customers to understand their context
• 🚀 Introduce prototypes in a way that encourages open feedback
• 🎥 Observe customers using prototypes; ask questions to dig deeper
• 👍 Get closing feedback to determine what resonated and what didn't
• 🤝 Build rapport before showing prototypes to put customers at ease
• 📈 Ask specific questions about customer habits and preferences
• ❌ Don't make customers feel they are being tested personally
• 🎯 Tailor prototype introductions to encourage candid reactions
• 💡 Listen more than talk; let customers reveal pain points organically

Q & A

What is the purpose of Act 1 in the customer interview?

Act 1 is to put the customer at ease and explain how the interview will work. It sets expectations for the process.

What kind of background information does Michael want to learn about the customer in Act 2?

Michael wants to learn about the customer's exercise and fitness habits in Act 2.

How should the prototype be introduced to the customer in Act 3?

The prototype should be introduced in Act 3 in a way that makes the customer feel comfortable giving frank and candid feedback, without feeling like they are being tested.

What is the purpose of Act 4 in the customer interview?

In Act 4, the customer is given tasks to complete using the prototype while being observed. This provides realistic usage results since the product won't have guidance in the real world.

What is the purpose of the debrief questions in Act 5?

The debrief questions in Act 5 help the interviewer sift through everything they've heard during the interview to understand what's most important about the customer's reactions.

What does the customer think about seeing mostly men in the example app?

The customer thinks the app is losing out on the women's market by showing mostly men unless it is only tailored for men.

What functionality does the example app have?

The example app allows users to set a workout schedule, get notifications, enter physical details and goals, and gives workout instructions.

What physical information does the app ask for and why?

The app asks for height, weight, age, and fitness goals to tailor the experience to the user's profile.

What fitness goal options does the app give?

The fitness goal options in the app are weight loss, muscle gain, strength, and overall health.

What does the customer think about having the workouts planned out for them?

The customer thinks it's helpful to have the workouts planned and instructions provided to achieve desired fitness results.