Open-ended customer interviews When to use this: • No product yet - still in concept stage • Have a product, but need non-incremental improvement • Inherited a product, need to understand your market
You want to learn... • What’s the current alternative? • How effective is their current behavior? • What are their frustrations? • Who are the stakeholders? • What do they really wish they could do?More questions at: http://bit.ly/9D5h83
Do’s and Don’ts Do • Be personal • Ask specific questions • Give explicit permission to talk • Follow the emotion! Don’t • Talk about your product • Ask yes/no questions
Customer prototype previewWhen to use this:• Built a prototype based on learnings from open-ended interviews• Have existing customers, trying to cross-sell/up-sell
You want to learn... • Does the narrative of your product make sense to the customer? • How customers see themselves using your product • Now that customers can see what they’d be getting, what are the specific constraints?
Do’s and Don’ts Do • Tell a story • Be opinionated / take a stand • Follow the emotion! Don’t • Start with the prototype • Promise features and timelines
On-site feedback When to use this: • Have a prototype, looking for beta customers • Have a product, need to hear from “silent majority” • Workflows can’t be realistically simulated (money, health, data) Tools: • KISSinsights, Wufoo, 4Q, Kampyle, UserVoice/ GetSatisfaction
You want to learn... • What’s making potential customers hesitate? • What’s slowing down customer usage? • Demographic information • Real-time customer satisfaction • “Little niggling things” that customers wouldn’t file a bug for
Do’s and Dont’s Do • Ask specific questions that align with what customer is doing • Focus on the single most important thing you need to know Don’t • Make customers do work • Let customers vote without guidance
Heatmap Tracking When to use this: • Product and significant customer traffic • Inherited product, no idea what’s wrong / where to start Tools: • Crazy Egg, ClickTale
You want to learn... • Are customers noticing calls to action, next steps, critical content? • Where are customers abandoning forms and actions? • What is attracting the most customer attention?
Do’s and Don’ts Do • Form hypotheses about how you can adjust user behavior • Set up split tests to confirm and improve
Analytics When to use this: • Have a product, significant customer traffic • Need to balance out VOC, HiPPO requests Tools: • KISSmetrics, Google Analytics, CoreMetrics, Performable, Omniture
You want to learn... • Which channels are bringing you visitors who successfully convert into customers? • Where are customers dropping out of signup / purchase / learning curve processes? • Which core features are customers able to use? • Which customers are most likely to succeed with your product?More questions at: http://bit.ly/fqXj5z
Do’s and Dont’s Do • Identify the most profitable / desirable actions that you need your customers to do • Start with questions you need answered Don’t • Stress about benchmark data / how do I compare to...? • Measure things where you can’t take action against them