Customer Interviewing Workshop
“Jim’s workshop provided me with guidance on crafting effective interview questions. He shared various frameworks and approaches that helped us structure our inquiries to gather rich and actionable data. I look forward to continuing to use Jim’s interview script in the future, it actually makes it so easy to know what to do even if you have been doing interviews for years!”
A Cohort-Based, Hands-On Approach to Learning
Most teams don’t have regular access to a user researcher.
This should not delay or stop teams from interviewing customers.
This workshop teaches the lessons learned from over 700 customer interviews that Jim’s teams have done over the past 7 years.
Each attendee will get hands-on practice interviewing another attendee using a real scenario and prototype.
Though each product, business model and subject matter is different, teams can use these core interviewing concepts successfully.
Teams will learn from case studies that illustrate how customer interviews brought clarity to the development teams and changed the trajectory of a product’s adoption curve.
Attendees will walk away knowing how to:
Extract a user’s true needs and feelings rather than what they want to tell you
Find and recruit users from a variety of sources
Choose which interview technique to use
Move from collecting opinions to gauging demand
Create experiments that extract knowledge better than any one interview question
Separate buyers and stakeholders from real users and customers
Involve the whole team in interviewing
Avoid asking biased questions
Analyze the results of qualitative interviewing
Make decisions based on user feedback
Plan a Customer Interviewing Workshop for Product Teams
Workshop steps:
Why we talk to users
Who should we talk to
When we talk to users
How we talk to users
Practice by interviewing each other
This is a 2 hour long workshop.
The Customer Interviewing Workshop for Product Teams includes the following concepts:
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Product Discovery Overview
Learn when to do Discovery. Start by identifying top risks. Talk about the hard problems that the team is facing.
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Find Problems & Opportunities
Identify pain points. Check your assumptions. Connect with experts inside and outside of your company.
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Design Effective Experiments
Which experiment type can extract the most useful learnings from users? Find a strong signal of demand, not just an opinion.
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How to Recruit Users
Avoid groupthink. Don’t just interview internal stakeholders and experts. Stretch to find perspectives different from yours while keeping your domain knowledge fresh.
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How to Interview Users
Leverage a tried and true hypothesis-driven script refined over time with hundreds of interviews.
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Avoid These Questions
Avoid asking biased questions. Learn what phrases and questions you can use instead.
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Practice Interviewing with Mock Interviews
Workshop attendees use a real prototype and conduct one-on-one interviews with another attendee.
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Learn to Analyze and Take Action on Feedback
What you can and can’t learn from user interviews. Determine if you’ve missed something. Analyze different types of survey answers.
Additional details for the Customer Interviewing Workshop for Product Teams:
Minimum 10 participants
This is a mini-workshop that is 2.5 hours in duration
All workshops led by Jim Morris
Jim coaches Product Management organizations in startups, growth companies, and Fortune 100s.
He's a Silicon Valley entrepreneur with over two decades of experience including an IPO ($450 million) and a buyout ($168 million). These days, he coaches Product leaders and teams to find product-market fit and accelerate growth across a variety of industries and business models.
Jim graduated from Stanford University with a BS in Computer Science and currently lectures at UC Berkeley in Product Management.