Customers & Research
Talking to customers & user research
Learn the truth without leading the witness.
How do I talk to customers without them just telling me what I want to hear?
Stop pitching and start interrogating their past. Ask about what they actually did last time the problem hit, what it cost them, and what they trie...
Where do I find people to interview when I have zero audience?
Start with the person you already know who has the problem, then ask each interviewee for two intros. Go where the customer already hangs out, nich...
How do I show a prototype to users without biasing their reaction?
Hand it over, give them a goal, and shut up. Don't narrate or explain, watch where they get stuck, what they ignore, and what they say out loud. Th...