Insightful Customer Interviews for Product Managers
4.3 (10 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
36 students enrolled

Insightful Customer Interviews for Product Managers

Direct conversations with real customers to gain insight, test product concepts, and drive product success
Hot & New
4.3 (10 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
36 students enrolled
Last updated 5/2020
English
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Current price: $11.99 Original price: $19.99 Discount: 40% off
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This course includes
  • 4 hours on-demand video
  • 37 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Interview and observe customers in a way that gets to the heart of their articulated and unarticulated needs
  • Test product concepts, in a customer interview setting, with approaches that yield a wealth of unbiased information to guide product development
  • Analyze customer needs to derive insight to guide product strategy, new product development, and your search for growth
Requirements
  • A basic understanding of product management
Description

A deep, intuitive customer understanding powers all our work as product managers - from strategy to new product development to our search for growth. Surveys, product usage data, AB tests - they all help us understand our customers, but our best tool (by far) is direct interviews with real customers.

These in-depth interviews - either in-person or via video conferencing - help us understand our customers' needs, motivations, and hopes. They connect us to (quoting Amazon CEO Jeff Bezos) the "heart, intuition, curiosity, play, guts, taste" of a remarkable customer journey.

And these interviews give us a chance to test our product concepts, refining and retesting them until we find true customer value.

Given the critical importance of these interviews, you would think we would all be good at these. But these interviews are tough to get right - it is challenging for all of us to get deep, unbiased insight out of these interviews. We need techniques, skills, and practice.

This course is designed to give you these skills. Specifically, we'll help you develop the skills you need to:

  1. Interview and observe customers in a way that gets to their articulated and unarticulated needs

  2. Test product concepts, in an interview setting, with approaches that yield a wealth of unbiased information to guide new product development

  3. Analyze customer needs for insight to guide strategy, new product development, and your search for growth

We'll do this with a set of engaging lectures, company examples, tools, templates, and practice activities.

We hope you will join us!


Who this course is for:
  • Product managers who want improve their customer interview and product concept testing skills
Course content
Expand all 48 lectures 04:13:35
+ Introduction
5 lectures 19:53

In this lecture, we launch the course - with the course objectives and course outline

Preview 05:32

Customer insight is critical to all our work as product managers. We talk about why it is so important in this lecture.

Preview 04:57

We talk about the basics of qualitative customer interviews in this lecture.

Preview 06:19

Let's do a quick practice activity using KeepTruckin as an example.

Practice Activity: San Francisco startup KeepTruckin
01:03

In this practice activity, we do a quick self-assessment of interviewing skills

Practice Activity: Self-assessment of interview skills
02:02

Test what you have been learning about qualitative customer interviews.

Introduction
3 questions
+ Interviewing skills
11 lectures 48:46

In this lecture, we describe the four key skills of interviewing: compassion & empathy, preparation, focus, and openness.

Four key interviewing skills
09:03

In this lecture, we introduce an example interview for meal planning and the NYT Cooking app.

Interview example: NYT Cooking app (introduction)
01:11

This lecture is an example interview with a user of the NYT Cooking app. Key interviewing skills are flagged.

Interview example: NYT Cooking app
06:17

Practice interview with friends or relatives to ask about DNA testing, and discuss what ancestry means to them.

Practice Activity: Ancestry and DNA testing
01:13

In this lecture, we talk about the importance of asking lots of open-ended questions (and avoiding too many closed-ended questions).

Open-ended and closed-ended questions
04:00

Ratings and rankings are useful in interviews to set the stage for deeper discussion.

Ratings and rankings
06:14

We talk about projective techniques in this lecture - a great way to solicit emotions and unmet needs.

Projective techniques
10:53

Laddering techniques help us to move up from basic needs & benefits to higher-level needs & benefits.

Laddering
02:01

We talk about ethnography in this lecture - the uninterrupted observation of people using your product.

Ethnography
06:05

In this activity, we focus on the appropriateness of different question types during customer interviews.

Practice Activity: Question types and interviewing techniques
01:02

Practice interviews with friends and colleagues about one of their favorite apps, like Instagram, WhatsApp, Line, Facebook, or LinkedIn.

Practice Activity: Instagram, WhatsApp, Line
00:47

Check what you are learning!

Interviewing skills
3 questions
+ Conducting the interview
12 lectures 01:11:28

We talk about determining our learning objectives - as a simple first step with customer interviews

Learning objectives
03:29

We talk about creating an interview guide in this lecture.

The interview guide
16:36

Let's practice creating an interview guide (using our template)

Practice Activity: Creating an interview guide
00:16

In this lecture, we talk about how (and where) to find respondents.

Recruit respondents (part 1)
09:10

We talk about inviting respondents, scheduling interviews, and compensating (or not) your respondents. We also give an example of Timberland Pro.

Recruit respondents (part 2)
09:11

Let's think through how we would recruit respondents for Wag!

Practice Activity: Wag! dog walking application
01:53

We talk about how to manage overly talkative, overly quiet, and impatient or angry respondents.

The reality of interviewing
07:01

We give advice for how to best conduct an interview via video conferencing.

Conducting the interview via video conference
04:39

This lecture introduces the upcoming interview for Microsoft's Flipgrid.

Interview example: Microsoft's Flipgrid (introduction)
01:39

This lecture is an example Zoom interview with a school administrator who uses Microsoft's Flipgrid.

Interview example: Microsoft's Flipgrid
07:36

Let's talk through how to interview together with your colleagues: UX designers, engineers, sales reps

Interviewing with user experience (UX) designers, engineers, and sales reps
04:00

We'll talk through overcoming internal objections to product managers doing these types of interviews.

Gaining organizational support for customer interviews
05:58

Check what you know about conducting interviews.

Conducting the interview
4 questions
+ Product concept testing
10 lectures 01:03:11

To frame our product concept testing discussion - let's talk through a new product development approach called "discovery & delivery".

New product development: Discovery & delivery
07:58

We look at rules 1-3 for effective product concept testing in customer interviews.

Product concept testing: Rules of the road (part 1)
09:42

We look at rules 4-6 for effective product concept testing in customer interviews.

Product concept testing: Rules of the road (part 2)
08:15

In this practice activity, we mentor a product manager using customer interviews to test new dashboard concepts

Practice Activity: Better concept testing at Healthicity
05:43

We talk about using printouts to test product concepts during customer interviews.

Preparing concepts: Printouts
10:14

Let's try a practice interview using a printout concept of your product (or using a Netflix example)

Practice Activity: Printout concepts
01:04

In this lecture, we look at using video to test product concepts in interviews

Preparing concepts: Video
03:39

We'll discuss using advanced prototypes (like clickable prototypes, 3D models, etc.) to generate feedback and insight.

Preparing concepts: Advanced prototypes
04:28

We use Timberland Pro clothing as a case study for testing advanced prototypes with customers.

Advanced prototypes example: Timberland Pro
04:42

We talk through an overall game plan for testing product concepts, and use an example with Next Insurance

Game plan for testing product concepts
07:26

Check your learning on product concept testing

Product concept testing
4 questions
+ Analyzing for insight
8 lectures 42:41

In this lecture, we'll look at getting insights from each interview, and will discuss mindmapping.

Insight from each interview
08:16

In this practice activity, we will create a mindmap from the earlier NYT Cooking application interview.

Practice Activity: Mindmapping with NYTimes Cooking
01:59

We describe how to create an interview summary with this lecture, and offer a template to do this.

Creating an interview summary
01:46

In this lecture, we talk about capturing insight across multiple interviews.

Insight from across interviews
04:12

We describe one of our advanced techniques - the Kano model - to generate customer insight.

Advanced techniques: Kano model
05:21

In this practice activity, we separate needs of Ancestry's users into the three Kano model categories.

Practice Activity: Kano model
05:42

We'll look at converting what we learned in customer interviews into a benefit tree - laddering from lower level to higher level benefits of our products, and using this to refine our messages to different target audiences. We'll use the startup Amber Kinetics as an example.

Advanced techniques: Benefit trees
08:39

In this lecture, we'll discuss using our insights from interviews to guide strategy, new product development, and finding growth for our products.

Using customer insight to power our product work
06:46
Analyzing for insight
3 questions
+ Course wrap-up
2 lectures 07:36

In this lecture, we spell out ten next steps - concrete things you, as a product manager, can start doing tomorrow (or today).

Your next steps
06:21

We wrap the course in this lecture.

Course wrap-up
01:15