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.
How and Where?
Now, let’s choose how and where to interview:
• In-person in a quiet room. This is the most recommended format for conducting an interview. Being there with a human being who is a user or potential user of your creation (or future creation) is the most humbling experience you’ll have during the development process. An even better setup would be to conduct the interview in person at a relevant place for your product or service idea. For example, if you have an idea for an app that helps people with their grocery shopping, try an in-person interview at your participants’ homes before and after actual grocery shopping, as well as during the store experience. You’ll get more rich input than you would imagine, such as people’s rituals, artifacts they own, and other people in the ecosystem that might affect your product (kids, spouse, etc.). The fact that it’s their domain and you are the guest will have people be more open to sharing things that they would never share otherwise.
• Street intercept. An interview format in which you grab passersby on the street and ask them a few questions. Two primary characteristics of street intercepts are 1) you must get out of your comfort zone and accept the fact that many people will refuse to be interviewed. 2) These interviews are not very deep and will only last 5 to 15 minutes. Many startups consider these “Starbucks” interviews as the primary technique for “Getting out of the building,” yet that’s not the case. Choose this type of interview when you want to collect specific quantitative data you cannot (or have difficulty) collecting otherwise. For example, if your product idea involves people who have no access to the Internet or smartphones, conduct street intercepts in areas where such people are more likely to walk.
• Remotely through video (through Skype, GoToMeeting, Hangout, etc.) or phone. A flavor of an interview in which the interviewer is not in the same location as the interviewee. It’s better to be there in person, yet in many cases, it’s much better to conduct a remote interview rather than to skip it completely and make product roadmap decisions based on guesswork.
The remaining steps refer to interviewing a product user or potential user (not an extreme user or an expert) in person or remotely (not on the street).
STEP 3: Write a one-page plan.
After you state your assumptions through bullshit personas and understand which ones are more important for you to make progress, discuss the following with your team, come to an agreement, have a shared understanding of what’s going to happen during the test, and write a one-page plan (see sidebar on p. 46
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