Читать книгу Validating Product Ideas - Tomer Sharon - Страница 40

These are the different people you can interview to learn about your users:

• User or potential user: This is the most common target audience for interviews. Based on assumptive criteria, you select current or potential users of a product or service and interview them. Choose this user to interview as the default or when you are not sure whom to interview.

• Limiting user: Someone who is least knowledgeable or able, so the team can consider what trade-offs might be necessary to make sure the limiting users can still use the product. For example, it might be someone who doesn’t normally use technology to solve problems, but would really benefit from it. Choose this user to interview when you feel or suspect your plans for the actual product are becoming too sophisticated and advanced.

• Extreme user: Someone with exceptional and extraordinary experience and knowledge about the product or domain. He is a user, but there are very few people like him. For example, if your users are business travelers, George Clooney in the movie Up in the Air (2009) is an extreme user. Or if your potential users are people who buy a pair of jeans once a year, an extreme user would be someone with 100 pairs of jeans in her closet who visits a jeans store once a week and knows a whole lot about jeans. Choose this user to interview because she exhibits behavior that’s shared by your core audience, but is more obviously observable as the extreme case.

• Expert: Someone who is extremely knowledgeable about the relevant domain, either because she has studied it, covered it for journalism purposes, or meaningfully invested in it (financially or mentally). For example, if you want to learn about the domain of personal weather stations, a potential user might be someone who is relatively interested in weather, while an extreme user is someone who actually has one or two personal weather stations, and an expert would be a meteorologist. To make the most of expert interviews, get familiar enough with this person’s expertise so the questions you ask are ones that you couldn’t find easily by educating yourself prior to the interview. Choose this interviewee when your domain expertise is really shallow and you want to ramp up quickly.