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Inclusive customer interviews make it your friday task

Customer research has been a core part of Intuit from the earliest days of the company. In the 1980’s Intuit engineers would hang out at computer stores to find people buying Quicken software and ask if they could follow them home to watch their installation process to learn
about pain points and opportunities. Kurt Walecki, Intuit VP of Design, described the importance:

From the very beginning, Intuit has done user research both to understand how customers are using their current products and to identify customers’ unmet needs, allowing them to introduce new products to the market to satisfy them.
Every product and team at Intuit uses customer research and interviews to design and build products and new functionality. Intuit’s use of Lean Startup includesthe mantra “fall in love with
the problem, not the solution”

The goal is to understand the customer’s pain points and missed opportunities first, expand on the problem, build prototypes, continually review with the customer to test solutions, and then promote it to a product feature. This customer focus ensures the product grows with useful features and doesn’t bloat with unnecessary technology.

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Inclusive customer interviews make it your friday task

  1. 1. Inclusive Customer Interviews: Make it Your Friday Task Ted Drake, Intuit Accessibility Cheryl Aranha, Intuit Innovation Catalyst CSUN ATC 2019
  2. 2. Set an audacious goal Interview a customer every Friday
  3. 3. Who is your customer? What are their goals and barriers?
  4. 4. Finding People to Interview Local Education, Rehabilitation, and Non-Profit Groups. Explore customer feedback channels Follow up with complaints and request a call Reach out to your network. Go to your customers
  5. 5. {keyword} In: {Slack Channel}
  6. 6. Follow Up on Interviews 1 hour interview = 3 hours follow up
  7. 7. Take Notes ● Use Post-It notes during the call. ● Record the call ● Take screenshots of problem areas
  8. 8. Use Labels in Jira/GitHub Labels used at Intuit ● Accessibility ● CustomerReported ● UserName Let people know when changes were made from the conversation.
  9. 9. Archive your videos Create a transcript Publish video + transcript to intranet Store video and transcript in shared folder Announce these recordings via Slack
  10. 10. Pay for the interview And make sure the payment process is accessible
  11. 11. Lessons learned ● Bluejeans is not accessible. Use Zoom or Skype for remote interviews. ● Use a GoPro or camera that can record extended sessions. ● Use a backup camera/microphone when possible ● Watch your lighting and ambient sounds ● Give people time to answer, don’t interrupt. ● Leave a gap between questions for editing.
  12. 12. Success Stories Mozzeria interview surfaced the need to find an accountant that communicated via Sign Language. All ProConnect members can now define languages. Significant changes to QuickBooks Online Invoice, Estimate, and more after Brandon Biggs interviews
  13. 13. Deep Customer Empathy Know your customers better than they know themselves Only when you can experience their pain and frustrations can you truly delight them
  14. 14. Why do we need it ➔ •Find the customer’s problem, not the problem you are looking to solve ➔ •Identifying and Defining the Problem ➔ •Narrow down to solutions ➔ •Rapidly experiment with Customers ➔ •Complete the feedback loop
  15. 15. Techniques ● •Follow Me Homes ● •Customer Interviews: ○ Deep Probing ○ The 5 Why’s ● •Insight Mining ● •Say- Think- Feel-Do
  16. 16. Deep Dive: Customer Interviews Uncover the unexpected
  17. 17. The Why ● •Understand why people behave as they do: ○ In-person ○ digitally ● •Understand behaviors that just occurred ○ Timing is critical- as close to when the problem is faced ● •Learn why customer responded as they did. ● •Map a face to the use case ● • Uncovers surprises that could be game-changing.
  18. 18. Runbook ● Decide what behavior you want to understand ● When the behavior needs to be observed ● Find the source ● Means (in person, by phone or chat) ● Team up ● Decide what method ● Duration ● Take notes / Record, with consent ● Thank ● Debrief
  19. 19. Questions to start with: Open Ended vs Close Ended General: Can you tell me more about that? Tell me the steps you went through. What else did you try? What was going through your mind when you did X? What were you hoping to see? What exactly did you see? · Root cause: ·Why is that? ·What was behind that decision? ·What was your reasoning there? Goal: ·What were you trying to achieve? ·What's the outcome you'd wish for? ·What was your intention? ·What was your expectation? Confirm: Let me recount what you said to make sure I got it… · Thank the customer
  20. 20. The 10 Commandments of interviews Silent observation and clarifying questions 1. Do not outsource 2. Do not ask hypotheticals- ask what was actually done/ going on 3. Don't ask about things that person did a while ago 4. Don't interrupt 5. Don't offer your own explanations 6. Don't give advice 7. Don't try to sell them on features or products 8. Don't translate- look for verbatims 9. Don’t’ go with too many pre baked questions 10.Have a casual, non judgmental conversation
  21. 21. Post the interview- Insight Mining ● Debrief: ○ Share verbatims ○ Look for patterns. ○ –What was unexpected…or didn't quite make sense? ○ Savor each surprise. ● Say – Think - Feel - Do ● Next steps