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Conducting User Interviews

用户访谈执行指南

Scope

适用范围

Covers
  • Planning an interview study that supports a specific product decision
  • Recruiting the right participants (including early adopters when appropriate)
  • Running interviews that capture specific stories and behaviors (not opinions)
  • Synthesizing interviews into actionable insights, opportunities, and next steps
  • Creating a lightweight “customer panel” habit for fast follow-ups
When to use
  • “Create a discussion guide for discovery interviews.”
  • “Recruit and run 8 user interviews about onboarding / activation.”
  • “We need to understand why users switched (or churned) — run switch interviews.”
  • “Help me synthesize interviews into insights + opportunities.”
  • “I’m a PM and need to run customer conversations next week.”
When NOT to use
  • You primarily need quantitative evidence (survey/experiment/analytics) or statistical confidence
  • You’re doing usability testing with task-based evaluation as the main output (different protocol)
  • You’re working with high-risk populations or sensitive topics (medical, legal, minors) without appropriate approvals/training
  • You have no decision to support (you’ll produce anecdotes without impact)
涵盖内容
  • 规划支持特定产品决策的访谈研究
  • 招募合适的参与者（必要时包括早期采用者）
  • 开展能够捕捉具体故事与行为（而非观点）的访谈
  • 将访谈内容整合为可落地的洞察、机会点与后续行动步骤
  • 建立轻量化的“客户面板”机制，以便快速跟进
适用场景
  • “为探索性访谈制定讨论指南。”
  • “招募并开展8场关于新用户引导/激活的用户访谈。”
  • “我们需要了解用户转换（或流失）的原因——开展转换访谈。”
  • “帮我将访谈内容整合成洞察与机会点。”
  • “我是产品经理，下周需要开展客户沟通。”
不适用场景
  • 您主要需要定量证据（调研/实验/数据分析）或统计可信度
  • 您的核心产出是基于任务评估的可用性测试（流程不同）
  • 您在未获得适当批准/培训的情况下，接触高风险人群或敏感主题（医疗、法律、未成年人）
  • 您没有需要支持的决策（产出的内容将是无影响力的轶事）

Inputs

输入信息

Minimum required
  • Product + target user/customer segment (who, context of use)
  • The decision the interviews should inform (e.g., positioning, onboarding redesign, roadmap bet)
  • Interview type: discovery / JTBD switch / churn / concept test (or “recommend”)
  • Target participants (role, behaviors, situation, recency) + “who NOT to interview”
  • Constraints: number of interviews, time box, language/region, recording allowed, incentives (if any)
Missing-info strategy
  • Ask up to 5 questions from references/INTAKE.md.
  • If answers aren’t available, proceed with explicit assumptions and label unknowns.
最低要求
  • 产品信息 + 目标用户/客户群体（人群、使用场景）
  • 访谈需要支持的决策（例如：定位、新用户引导重设计、路线图赌注）
  • 访谈类型：探索性 / JTBD转换 / 流失 / 概念测试（或“推荐合适类型”）
  • 目标参与者（角色、行为、场景、参与时效性） + “排除访谈的人群”
  • 约束条件：访谈数量、时间限制、语言/地区、是否允许录音、激励措施（如有）
缺失信息应对策略
  • 从[references/INTAKE.md]中最多提出5个问题。
  • 如果无法获取答案，基于明确假设推进，并标注未知信息。

Outputs (deliverables)

输出成果（交付物）

Produce a User Interview Pack in Markdown (in-chat; or as files if requested):
  1. Context snapshot (goal, decision, hypotheses, constraints)
  2. Recruiting plan (channels, outreach copy, scheduling logistics) + screener
  3. Interview guide (script + question bank + probes) + consent/recording plan
  4. Note-taking template + tagging scheme
  5. Synthesis report (themes, evidence, opportunities, recommendations, confidence)
  6. Follow-up plan (thank-you, keep-in-touch, “customer panel” list/cadence)
  7. Risks / Open questions / Next steps (always included)
Templates: references/TEMPLATES.md
产出Markdown格式的用户访谈工具包（可在对话中展示；或按需生成文件）：
  1. 背景快照（目标、决策、假设、约束条件）
  2. 招募计划（渠道、 outreach文案、日程安排） + 筛选问卷
  3. 访谈指南（脚本 + 问题库 + 追问技巧） + 知情同意/录音计划
  4. 笔记模板 + 标签体系
  5. 整合报告（主题、证据、机会点、建议、可信度）
  6. 跟进计划（感谢信、保持联系、“客户面板”名单/周期）
  7. 风险/未解决问题/后续步骤（必含内容）
模板参考：[references/TEMPLATES.md]

Workflow (8 steps)

工作流程（8步）

1) Frame the decision and choose interview type

1) 明确决策方向并选择访谈类型

  • Inputs: Context + references/INTAKE.md.
  • Actions: Define the decision, what you need to learn (unknowns), and pick the interview type (discovery vs switch vs churn vs concept).
  • Outputs: Context snapshot + study intent.
  • Checks: You can answer: “What will we do differently after these interviews?”
  • 输入信息：背景信息 + [references/INTAKE.md]
  • 行动：定义决策内容、需要了解的未知信息，选择访谈类型（探索性/转换/流失/概念测试）
  • 输出成果：背景快照 + 研究目标
  • 检查要点：您能够回答：“完成这些访谈后，我们的决策会有何不同？”

2) Define participant criteria (who/when/why) and sampling plan

2) 定义参与者标准（人群/时机/原因）与抽样计划

  • Inputs: Target segment, product context, constraints.
  • Actions: Specify inclusion/exclusion criteria; prioritize recency (recent switch/churn/attempt) when relevant; decide sample mix (e.g., 6 core + 2 edge cases).
  • Outputs: Participant profile + sampling plan.
  • Checks: Criteria are behavior/situation-based (not demographic proxies).
  • 输入信息：目标群体、产品背景、约束条件
  • 行动：明确纳入/排除标准；优先考虑时效性（近期转换/流失/尝试行为）；确定样本组合（例如：6名核心用户 + 2名边缘案例用户）
  • 输出成果：参与者画像 + 抽样计划
  • 检查要点：标准基于行为/场景（而非人口统计代理指标）

3) Create recruiting plan + screener + outreach copy

3) 制定招募计划 + 筛选问卷 + outreach文案

  • Inputs: Participant profile; available channels (CRM, support, community, ads, LinkedIn).
  • Actions: Draft outreach messages, a screener, and scheduling logistics. Expect high drop-off; plan volume accordingly.
  • Outputs: Recruiting plan + screener + outreach copy.
  • Checks: Screener screens for the story you need (recency, context, alternatives), not “interest in our product.”
  • 输入信息：参与者画像；可用渠道（CRM、客服、社区、广告、LinkedIn）
  • 行动：撰写招募信息、筛选问卷和日程安排。预计会有较高的流失率，需相应规划招募量。
  • 输出成果：招募计划 + 筛选问卷 + outreach文案
  • 检查要点：筛选问卷针对您需要的故事（时效性、背景、替代方案），而非“对我们产品的兴趣”

4) Draft the interview guide (story-first)

4) 撰写访谈指南（以故事为核心）

  • Inputs: Interview type + hypotheses/unknowns.
  • Actions: Build a guide that elicits specific stories (“last time…”) and avoids leading questions. Include probes, pivots, and time boxes. Add consent/recording script.
  • Outputs: Interview guide + consent/recording plan.
  • Checks: At least 70% of questions ask about past behavior and concrete examples.
  • 输入信息：访谈类型 + 假设/未知信息
  • 行动：制定能够引导出具体故事（“上次你……的时候”）的指南，避免诱导性问题。包含追问、转场技巧和时间限制。添加知情同意/录音脚本。
  • 输出成果：访谈指南 + 知情同意/录音计划
  • 检查要点：至少70%的问题涉及过去的行为和具体案例

5) Run interviews + capture clean notes (PM/Design present)

5) 开展访谈 + 记录清晰笔记（产品经理/设计师到场）

  • Inputs: Guide, logistics, notes template.
  • Actions: Run the session, follow the story, and capture verbatims. If possible, have PM + design observe live (or listen to recordings) to avoid secondhand dilution.
  • Outputs: Completed notes per interview + key quotes + immediate highlights.
  • Checks: Each interview yields 2–5 “story moments” (trigger → struggle → workaround → outcome).
  • 输入信息：访谈指南、日程安排、笔记模板
  • 行动：开展访谈，跟随用户的故事，记录原话。如有可能，让产品经理和设计师现场观察（或收听录音），避免信息二次损耗。
  • 输出成果：每份访谈的完整笔记 + 关键引述 + 即时亮点
  • 检查要点：每场访谈产出2–5个“故事时刻”（触发点 → 痛点 → 解决方案 → 结果）

6) Debrief immediately and normalize evidence

6) 即时复盘并标准化证据

  • Inputs: Interview notes, recordings/transcripts (if any).
  • Actions: Do a 10–15 min debrief right after each interview: surprises, hypotheses updates, follow-ups. Tag notes consistently.
  • Outputs: Debrief bullets + tagged notes.
  • Checks: Unclear claims are marked as “needs follow-up” instead of treated as facts.
  • 输入信息：访谈笔记、录音/转录稿（如有）
  • 行动：每场访谈后立即进行10–15分钟的复盘：意外发现、假设更新、后续跟进事项。统一为笔记添加标签。
  • 输出成果：复盘要点 + 带标签的笔记
  • 检查要点：不明确的观点标记为“需跟进”，而非视为事实

7) Synthesize across interviews into themes and opportunities

7) 整合多场访谈内容，提炼主题与机会点

  • Inputs: Tagged notes across interviews.
  • Actions: Cluster by outcomes/struggles; capture contradictions; quantify lightly (counts) without over-claiming. Translate insights into opportunities and recommendations with confidence levels.
  • Outputs: Synthesis report + opportunity list.
  • Checks: Every major insight has at least 2 supporting interviews (or is labeled “single anecdote”).
  • 输入信息：多场访谈的带标签笔记
  • 行动：按结果/痛点聚类；记录矛盾点；适度量化（计数）但不夸大结论。将洞察转化为带有可信度等级的机会点和建议。
  • 输出成果：整合报告 + 机会点清单
  • 检查要点：每个主要洞察至少有2场访谈的支持（或标记为“单一轶事”）

8) Share, decide, follow up, and run the quality gate

8) 分享成果、做出决策、跟进并进行质量校验

  • Inputs: Draft pack.
  • Actions: Produce a shareable readout, propose next steps, and create a lightweight customer panel habit (5–10 engaged users). Run references/CHECKLISTS.md and score with references/RUBRIC.md.
  • Outputs: Final User Interview Pack + Risks/Open questions/Next steps.
  • Checks: Stakeholders can restate (a) key learning, (b) decision implication, (c) what happens next.
  • 输入信息：工具包草稿
  • 行动：生成可分享的成果报告，提出后续步骤，建立轻量化的客户面板机制（5–10名活跃用户）。参考[references/CHECKLISTS.md]并使用[references/RUBRIC.md]进行评分。
  • 输出成果：最终用户访谈工具包 + 风险/未解决问题/后续步骤
  • 检查要点：利益相关者能够复述（a）核心洞察、（b）决策影响、（c）后续行动

Quality gate (required)

质量校验（必做）

  • Use references/CHECKLISTS.md and references/RUBRIC.md.
  • Always include: Risks, Open questions, Next steps.
  • 使用[references/CHECKLISTS.md]和[references/RUBRIC.md]。
  • 必含内容：风险、未解决问题、后续步骤

Examples

示例

Example 1 (Discovery): “I’m redesigning onboarding for a B2B product. Create a recruiting plan + discussion guide for 8 discovery interviews with new trial users.”
Expected: participant criteria, outreach + screener, discovery guide, notes template, synthesis plan, and a ready-to-run pack.
Example 2 (Switch/JTBD): “We lose deals to spreadsheets. Run switch interviews to learn what triggers teams to move off spreadsheets and what they try instead.”
Expected: switch interview guide (timeline + forces), recruiting criteria emphasizing recency, and a synthesis structure that outputs ‘push/pull/anxieties/habits’.
Boundary example: “Ask users what features they want and build whatever they say.”
Response: redirect to story-based interviewing; clarify decision context; avoid feature-request interviews without behavioral grounding.
示例1（探索性访谈）：“我正在重新设计一款B2B产品的新用户引导流程。为8场针对新试用用户的探索性访谈制定招募计划 + 讨论指南。”
预期产出：参与者标准、招募文案+筛选问卷、探索性访谈指南、笔记模板、整合计划，以及可直接使用的工具包。
示例2（转换/JTBD访谈）：“我们的客户流失到了电子表格工具。开展转换访谈，了解是什么促使团队放弃电子表格，以及他们转而使用了什么工具。”
预期产出：转换访谈指南（时间线 + 驱动因素）、强调时效性的招募标准，以及能够输出“推动/拉动因素/顾虑/习惯”的整合框架。
边界示例：“询问用户想要什么功能，然后按他们的要求开发。”
回应：引导至基于故事的访谈方式；明确决策背景；避免无行为依据的功能需求访谈。