Читать книгу Build Better Products - Laura Klein - Страница 73

Now that you have the answer to your quick question, you need to follow up with qualitative interviews of as many of the people who answered “Extremely” as you can. Do whatever it is you need to do to get them on the phone or to meet them in person. The question was merely a screening device to find people who feel like your product provides a huge benefit to them. This is where you’ll really start learning.

Your goal in these interviews is to understand why your product is making their lives easier. Learn what they’re trying to do, and figure out what challenges they still face. These are your ideal, current user, and you need to truly understand the value you’re delivering to them in order to develop some ideas for how you could do better.

But don’t stop there. You also want to talk to some of the folks who are using your product but don’t feel it makes their lives easier. These are the people who answered “No” to your question, but for some reason continue to use your product.

As Cindy says, “A customer who uses your product daily but hates it is a customer who is open to switching to another solution.” These are likely folks who are forced by circumstances to use your product, but they’re not happy about it. It’s valuable to understand why your product isn’t making their lives easier. If you’re not providing them much value, you may consider killing or shifting focus away from the parts of your product that they use.

Most importantly, you need to understand the differences between the people who are happy, successful users of your product and those who are unhappy or not deriving much value from it. This is the difference between your ideal customer and somebody who is only with you until something better comes along.