Table of Contents
- Sections
- The cornerstone assumption of user value research (3:05)
- How to determine which customers to interview (5:53)
- How to ask good-fit customers for their time (14:59)
- Finding outcome patterns across multiple interviews (23:59)
- Structuring the interview for maximum insight into your customers' goals (26:55)
- Highlights
- Why research user value?
- Which users to learn from
- How many interviews to plan for
- How to structure the interview
- How to run each interview
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Sections
The cornerstone assumption of user value research (3:05)
How to determine which customers to interview (5:53)
How to ask good-fit customers for their time (14:59)
Finding outcome patterns across multiple interviews (23:59)
Structuring the interview for maximum insight into your customers' goals (26:55)
Highlights
Why research user value?
The value of software isn't determined by its creators, but by its users. User research, therefore, is the most reliable way of uncovering what an app's value is or could be. (53:42)
Which users to learn from
Work backward from the customer lifecycle to figure out which customers/users you should be speaking to. If there’s a period of the lifecycle that you’d like to focus on in particular (month one to month two retention, for example), focus on interviewing those users first. (9:19)
How many interviews to plan for
The idea is to identify outcome patterns that hold true across groups of users. It takes time for these patterns to emerge, especially because apps can be used to support different kinds of outcomes. We recommend getting in at least fifty qualitative interviews before you switch over to analysis. (23:59)
How to structure the interview
One of the most effective ways to kick off the interview is to tell users why you're trying to learn about their situations. If users understand that your goal is simply to represent their situation in the company strategy better, they will likely give you more information than you would otherwise receive. (27:58)
How to run each interview
When structuring the actual interview, spend the most amount of time learning about the future states that the user desires (where they want to go) and the present state that the user is in (where they are). (32:50)
By structuring the research about the user timeline, you narrow your focus down to the most actionable insights — what users are engaging with the app to do and why. As opposed to demographic, psychographic, or market-related insights, which aren't as actionable even if they're useful contextual clues. (41:27)
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