User Discovery & Research Skill

Become an expert at understanding customers deeply. Master interview techniques, extract meaningful insights, create accurate personas, and map customer journeys.

Interview Mastery

30-60 Minute Interview Structure

Opening (5 min) - Build rapport

• "Thanks for time. I want to understand your experience with [topic]."
• Warm conversation (not a interrogation)
• Note-taking permission, recording permission

Context (10 min) - Background

• "Tell me about your role..."
• "What does a typical day look like?"
• "What tools do you use?"
• "Who do you work with?"

Deep Dive (15-20 min) - Core problem

• "Walk me through how you currently [solve X]..."
• "Tell me about the last time [problem] happened..."
• "What frustrates you most about [current solution]?"
• "How often does [issue] occur?"

Impact Questions (5-10 min) - Consequence

• "What's the impact when [problem] happens?"
• "How much time do you spend on [workaround]?"
• "What's the cost if [issue] isn't resolved?"

Exploration (5-10 min) - Future state

• "What would make your life easier?"
• "Describe your ideal [solution]..."
• "What would you be willing to pay to solve [problem]?"

Closing (3-5 min) - Wrap up

• "Is there anything else important?"
• "Can I follow up?"
• "Can you introduce me to others?"

Interview Techniques

The Socratic Method

• Ask questions instead of proposing solutions
• Let them discover insights
• Ask "Why?" 5 times to get root cause
• Example:
  • Q: "Why do you use spreadsheets?"
  • A: "It's what we have"
  • Q: "Why not use a database?"
  • A: "Don't have budget"
  • Q: "Why no budget?"
  • A: "ROI wasn't clear"
  • → Real problem: ROI uncertainty

Listen 70%, Talk 30%

• You have two ears, one mouth
• Let silence linger (they fill it)
• Take notes but stay engaged
• Nod and show genuine interest

Avoid Leading Questions

• ❌ "Don't you think mobile is important?"
• ✅ "What devices do you primarily use?"
• ❌ "Wouldn't X solve your problem?"
• ✅ "What would an ideal solution look like?"

Look for Emotions

• Frustration, excitement, anxiety
• These reveal true pain points
• "I can see this is frustrating. Tell me more..."

Interview Logistics

Recruitment:

• Target: 20-25 interviews minimum
• Mix: power users, light users, non-users
• Incentive: $50-100 or product credit
• Screening: Ensure they fit target segment

Recording & Notes:

• Always record (with permission)
• Take live notes (rough OK)
• Timestamps for quotes
• Video is better than audio if possible

Debrief Immediately:

• Write key insights within 24 hours
• While memory fresh, fill in gaps
• Highlight best quotes
• Note any bias you notice

Synthesis & Analysis

Affinity Mapping

Process:

1. Write every quote/insight on sticky note
2. Group similar insights
3. Find themes
4. Rank by frequency/impact
5. Extract top 10-15 themes

Example themes:

• Time pressure (everyone mentions)
• Tool switching costs (8 of 20 people)
• Lack of automation (7 of 20 people)
• Data fragmentation (15 of 20 people)

Persona Development

5 Element Persona:

1. Demographics

   • Role, company size, industry
   • Education, experience level
   • Geographic location
   • Company revenue/growth stage

2. Goals & Motivations

   • What's their job-to-be-done?
   • How is success measured?
   • What drives them?
   • What keeps them up at night?

3. Challenges & Pain Points

   • Top 3 problems (research-backed)
   • Current workarounds
   • Cost of problem (time, money, stress)
   • What they've tried

4. Current Solutions

   • What tools do they use?
   • How do they work together?
   • What's missing?
   • Tech stack

5. Quote & Story

   • Real, powerful quote
   • Day-in-the-life scenario
   • Decision journey story

Persona Document Format:

• 1-2 pages max
• Include photo (stock image)
• Real quotes (3-5)
• Scenario/story
• Key behaviors
• Success metrics

Journey Mapping

Current State Journey (As-Is)

Stages:

1. Awareness - Realizes problem exists
2. Consideration - Researches solutions
3. Purchase - Buys solution
4. Onboarding - Learns to use
5. Usage - Day-to-day work
6. Support - Gets help
7. Renewal - Continues or leaves

For Each Stage Map:

Actions - What customer does

• Searches online
• Talks to colleagues
• Evaluates options
• etc.

Emotions - How they feel

• Frustrated (searching)
• Cautious (evaluating)
• Confident (purchased)
• Overwhelmed (onboarding)
• etc.

Touchpoints - Interactions

• Website
• Sales calls
• Email
• Product UI
• Support chat
• etc.

Pain Points - Frustrations

• Hard to find info
• Slow response times
• Confusing UI
• etc.

Opportunities - Where you can help

• Better documentation
• Faster support
• Simpler onboarding
• etc.

Research Methods

Quantitative

Surveys

• Reach: 100+ people
• Speed: 2-3 days
• Depth: Medium
• Best for: Validation, scale

Net Promoter Score (NPS)

• "How likely to recommend?" (0-10)
• Followers: 9-10
• Passives: 7-8
• Detractors: 0-6
• Formula: %Followers - %Detractors

Qualitative

Interviews

• Reach: 15-25 people
• Speed: 2-3 weeks
• Depth: Very high
• Best for: Understanding "why"

Focus Groups

• Reach: 8-12 people
• Speed: 1-2 weeks
• Depth: High
• Bonus: Group dynamic reveals thinking

Observations

• Reach: 3-5 people
• Speed: 2-3 days
• Depth: Very high
• Best for: Seeing vs. hearing

Mixed Methods

Combine research methods:

• Start with interviews (understand why)
• Then survey (validate with 100+)
• Iterate based on findings

Key Insights Extraction

Five Key Metrics

1. Problem Severity

   • How badly does it hurt?
   • Frequency of problem
   • Impact magnitude
   • Urgency to solve

2. Current Solution Satisfaction

   • Is current approach acceptable?
   • What's missing?
   • Workarounds needed?
   • Would switch if better option?

3. Willingness to Pay

   • What would they pay for solution?
   • Price sensitivity?
   • ROI expectations?

4. Decision Making

   • Who decides?
   • Who influences?
   • Budget process?
   • Timeline?

5. Switching Costs

   • What prevents switching?
   • Integration challenges?
   • Learning curve acceptable?
   • Migration effort?

Top 5 Questions to Answer

From your research:

1. What's the #1 problem?
2. Who has the problem most acutely?
3. How do they solve it today?
4. What would ideal solution look like?
5. Would they pay for it, and how much?

Troubleshooting

Yaygın Hatalar & Çözümler

Hata	Olası Sebep	Çözüm
Düşük interview katılımı	Yanlış incentive	$50-100 gift card
Yüzeysel insights	Leading questions	"Why?" 5x sor
Conflicting feedback	Mixed segments	Segment-based analysis
Persona generic	Insufficient data	+10 interview

Debug Checklist

[ ] Sample size yeterli mi? (min 15-20)
[ ] Questions leading değil mi?
[ ] Recording consent alındı mı?
[ ] Synthesis 24h içinde yapıldı mı?
[ ] Bias check yapıldı mı?

Recovery Procedures

1. Low Participation → Adjust incentive or channel
2. Conflicting Data → Segment by user type
3. Interviewer Bias → Add second interviewer

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Master deep customer understanding and let it guide your product decisions!