Excerpt from: A Beginner’s Guide to User Interviews

I believe user interviewing is a core skill for all product managers in the industry. Its hard to learn to do without guidance and so I ensure that I teach it in all of my classes and when I coach new product managers. To get folks started, I wrote another post about User Interviewing for General Assembly. Below is an excerpt.


We all know the products that are successful; the ones that seemed to come out of nowhere and then change the way we go about our lives — like the smartphone, ridesharing, or turn-by-turn navigation. But there are a lot of products that didn’t make it. Though there are many reasons why products aren’t successful, one that often comes up is that people don’t see value in what it does. Or, they don’t see enough value in it to pay for it.

One way to avoid going down that path is by conducting user interviews. This is where product teams go out into the world and talk to people who fit their product or service’s personas, observe their behavior, and ask them questions.

Read the full post to learn about:

  • How to Find Users to Interview

  • How to Ensure a Successful User Interview

  • User Interviews at General Assembly