User Research & Discovery
Systematically uncover customer insights to ensure we build products that solve real problems.
1. Discovery Interview Preparation
Before talking to users, define a structured research plan.
Interview Guide Structure:
- Hypothesis: What single thing do we want to validate or invalidate?
- Screener: Who is the ideal participant? (Experience, role, behavior).
- Opening: Set context, assure anonymity, ask for permission to record.
- Focus Areas: 3–5 broad themes to explore.
- Closing: "Is there anything I should have asked but didn't?"
The Golden Rule:
Ask open-ended questions. Avoid "Would you use this?" (leading). Prefer "Tell me about the last time you tried to [action]..." (experience-based).
2. Jobs-to-be-Done (JTBD)
Focus on the task the user is "hiring" the product to do, rather than their demographics.
Formula: "When I [situation], I want to [motivation], so I can [expected outcome]."
- Functional Job: The core task.
- Emotional Job: How the user wants to feel.
- Social Job: How the user wants to be perceived.
3. Personas & Journey Mapping
Proto-Personas
Create lightweight, hypothesis-based profiles to align the team.
- Name/Role: "Small Business owner Sam".
- Top Goals: What are they trying to achieve?
- Top Frustrations: What blocks them today?
- Behaviors: How do they currently solve the problem?
Customer Journey Mapping
Visualize the user's experience across touchpoints.
- Phases: Awareness → Discovery → Signup → Activation → Retention.
- Actions: What is the user doing at each step?
- Thinking/Feeling: What are the highlights and pain points?
- Opportunities: Where can we improve the experience?
4. Synthesis & Artifacts
- Research Memo: 1-page summary of key themes, supporting quotes, and recommended next steps.
- Affinity Mapping: Grouping observations into thematic clusters to identify patterns.
- Confidence Scoring: How sure are we of these insights based on the sample size/quality?
Best Practices
- Interview in Pairs: One person leads, one person takes notes.
- Record and Transcribe: Don't rely on memory; use exact customer quotes.
- Focus on Pain: Users are great at describing problems but often bad at prescribing solutions. Focus on the pain.
- Continuous Discovery: Research isn't a one-time event; aim for a regular cadence of customer conversations.