How To Talk To Users | Startup School

Introduction to User Interaction

In this section, Gustav introduces himself and outlines the importance of talking to users and future customers for startup success.

Importance of User Interaction

• Founders should engage with users throughout the company's lifespan.

• Common misconceptions about startup ideas being generated casually debunked.

• Great founders establish conversations with future customers early on, learning directly from them continuously.

Learning from Airbnb's Approach

Gustav delves into Airbnb's strategy of engaging with hosts for feedback and insights.

Airbnb Case Study

• Brian Chesky's initiative to live in 50 Airbnbs for direct host interaction.

• Deep understanding of host motivations leading to ongoing personal connections with founders.

Building Personal Connections

The significance of personal connections over traditional marketing strategies is discussed.

Personal Engagement vs. Traditional Marketing

• Emphasis on building personal relationships with users rather than relying solely on scalable growth channels like ads.

• Strategies for identifying and reaching out to potential users beyond personal networks or co-workers.

Conducting Customer Research

Gustav outlines a hypothetical scenario of conducting customer research for a startup idea related to carbon emissions reduction.

Customer Research Process

• Initial steps involve interviewing CEOs, CFOs, and individuals related to carbon emissions within companies.

Interviewing Potential Customers

In this section, the speaker discusses the process of interviewing potential customers to gather valuable insights without biasing their responses.

Interview Techniques

• Ensure interviews are conducted over video calls for better understanding.

• Build rapport with interviewees to gain trust and insightful answers.

• Avoid introducing your idea early in the conversation to prevent bias.

• Focus on listening rather than talking during the interview.

• Use open-ended follow-up questions to encourage detailed responses.

Example Customer Interview

The speaker provides an example of a customer interview regarding carbon emissions without introducing any product or solution.

Key Points

• Emphasize asking questions about the customer's problem, not presenting solutions.

• Utilize specific questions like how they currently address the issue and why it is challenging.

• Understand their current practices by observing or having them demonstrate tasks during the call.

Effective Questioning Strategies

The importance of asking relevant and insightful questions during customer interviews is highlighted in this segment.

Insights

• Ask probing questions about current practices and challenges faced by customers.

• Dive deep into understanding motivations behind actions for valuable insights.

• Avoid questions that focus on features or seek yes/no answers for richer responses.

Avoiding Common Interview Mistakes

This part emphasizes common mistakes to avoid during customer interviews to ensure meaningful outcomes.

Recommendations

• Refrain from focusing on product features; concentrate on understanding problems instead.

• Encourage customers to elaborate with real examples rather than simple yes/no responses.

Detailed Insights on User Research and Product Development

In this section, the speaker discusses the importance of user research in product development, drawing parallels between email inbox loading and early Airbnb experiences to emphasize trust-building with users.

Prioritizing Trust and Understanding User Needs

• Users seek to view all emails in their inbox simultaneously, mirroring the need for comprehensive information. Early Airbnb guests desired host phone numbers for trust, highlighting a lack of platform confidence.

• Building trust is crucial as users may require familiarity with hosts before booking. Users tend to accept additional features without incentives but project managers must discern essential features.

Effective Steps After User Interviews

This part delves into post-user interview actions, emphasizing note organization, problem categorization, hypothesis creation, and MVP development.

Post-User Interview Actions

• After conducting user interviews, organize notes systematically using tools like sticky notes or software. Categorize problems into buckets to identify key issues.

• Synthesize interview findings into conclusions and formulate a hypothesis for potential solutions. Avoid overcomplicating the process; focus on creating an MVP promptly based on accurate information.

Determining Problem Value and Testing Solutions

The speaker elaborates on assessing problem value by evaluating market demand, existing solutions, and ease of selling to target audiences.

Assessing Problem Value

• Determine problem value by analyzing if people pay for similar solutions or if current solutions are satisfactory. Consider competition from established tools like Excel or Google spreadsheets.

• Evaluate how easy it is to sell your solution to the target audience. Selling to certain groups like plumbers may be more challenging than startups due to tool adaptability differences.

Prototyping and User Testing Strategies

This segment focuses on prototyping strategies such as user testing with design prototypes and gathering feedback effectively.

Prototyping Strategies

• Prototype testing involves showing designs even in early stages using tools like Envision. Encourage users to interact without guidance to observe natural behavior.

• During prototype testing sessions, allow users freedom without instructions while observing their actions. Encourage them to vocalize thoughts during interactions for deeper insights.

Engaging Users Throughout Product Development

The speaker emphasizes maintaining user engagement through exclusive communication channels and continuous product updates based on feedback.

User Engagement Strategies

• Create exclusive communication channels like Slack or WhatsApp groups for users' involvement. Make users feel valued by providing early access updates and incorporating their feedback promptly.