Interviews & Trials Interviews & Trials is where you design and conduct structured problem discovery interviews and explore jobs-to-be-done to understand user needs, validate Assumptions , and inform product decisions.
What are Interviews & Trials? Interviews & Trials encompasses structured user research activities designed to validate your product Assumptions and understand user needs:
This feature helps you conduct systematic user research that generates Data & Insights and informs your understanding of Customer Voice and Personas .
How to Access Interviews & Trials Navigate to Interviews & Trials from the main sidebar by clicking Interviews & Trials , or visit Interviews directly.
Interview Section
Available Interview Types Based on available features, the platform supports these specific interview types:
Purpose : Discover the user's pain points, motivations, and goals
When to Use :
Early product discovery when you need to understand user problems
Validating Assumptions about user needs and pain points
Gathering insights to inform Personas and Market Research
Before designing solutions, to ensure you understand the real problems
Key Focus Areas :
What problems users currently face
How they currently solve these problems
What frustrates them about existing solutions
What motivates them to seek better solutions
Purpose : Explore a specific job-to-be-done for a specific Persona
When to Use :
After identifying user problems through discovery interviews
When you have established Personas and want to understand their specific goals
Testing Assumptions about what users are trying to accomplish
Informing feature prioritization and development Tasks & Stories
Key Focus Areas :
What users are trying to accomplish (the job)
Why this job is important to them
How they currently get the job done
What would make them successful at this job
Data Structure Interview Templates Each interview contains:
Interview Type : Problem Discovery or JTBD ExplorationInterview Guide : Structured questions and conversation flowConnected Assumptions : Beliefs this interview will test
Trial Records Each trial contains:
Date : How you'll measure successResults : Data and observations from the trialInsights : Insights and implications for product decisions
Creating Interviews & Trials Problem Discovery Setup Discover user problems and needs
Step 1: Define Research Goals
Visit Interviews & Trials
Click Create Interview
Select Problem Discovery as the interview type
(Optional) Select a Persona to focus on
(Optional) Select a Assumptions to test
Use the Generate Interview Spell to create a structured interview guide
Step 2: Edit the Interview Guide
Edit the interview guide to add or remove questions
Step 3: Run a Trial
Schedule interviews with People from your target segments
Record observations and key quotes during conversations
Finalize the trial
(Optional) Use the Align Spell if you want to align the record better with the interview template
**Step 4: **
Extract Insights
Update Assumptions
JTBD Exploration Setup Understand what users are trying to accomplish
Step 1: Select Target Persona
Choose a specific Persona to focus on
Choose a Job-to-be-Done from the Persona
Use the Generate Interview Spell to create a structured interview guide
Step 2: Define the Job Context
Edit the interview guide to add or remove questions
Step 3: Run a Trial
Interview People who represent this persona
Record observations and key quotes during conversations
Finalize the trial
(Optional) Use the Align Spell if you want to align the record better with the interview template
Interview Editor
Interviews & Trials in the Product Management Process Discovery Research Workflow Interviews & Trials fit into the broader research process:
Market Research Assumptions Interviews & Trials : Test assumptions through structured user conversationsData & Insights Customer Voice Personas based on research insightsTasks & Stories
Research Integration Connect with Platform Features:
Features and Controls Interview Planning:
Type Selection : Choose between Problem Discovery and JTBD ExplorationPersona TargetingAssumption Testing
Interview Execution:
Documentation : Capture notes, recordings, and key observationsInsights : Extract insights from the interview
Integration with Data & Insights :
Automatic Processing : Convert interview findings into structured insightsAssumption UpdatesEvidence Linking : Connect insights back to specific interview sources
Best Practices 1. Start with Clear Objectives Define specific research questions and Assumptions before conducting interviews.
2. Focus on Problems, Not Solutions In discovery interviews, focus on understanding problems rather than validating solutions.
3. Use Open-Ended Questions Ask questions that allow users to share their own perspectives and experiences.
4. Document Systematically Capture detailed notes and use consistent formats for easier analysis.
5. Interview Diverse Users Talk to different People within your target Personas for comprehensive insights.
6. Act on Insights Quickly Process interview findings into Data & Insights while context is fresh.
7. Update Your Understanding Use interview learnings to refine Personas and Market Research .
Interview Success The most effective user interviews combine systematic preparation with flexible conversation flow. Use structured guides to ensure consistency, but remain open to unexpected insights that challenge your Assumptions .
Integration with Other Platform Features Research Foundation Insight Generation
Data & Insights Evidence Collection : Gather qualitative data to support quantitative findingsUser Understanding : Deepen knowledge of user motivations and behaviors
Product Development Workflow Examples Problem Discovery Workflow
Define Research Questions : What problems do you think users have?Create Assumptions : Document beliefs about user pain pointsPlan Discovery Interviews : Create interview guide focusing on problem explorationRecruit Participants : Select People representing your target usersConduct Interviews : Focus on current problems and pain pointsExtract Insights : Use Update Understanding : Refine Personas and create new Assumptions Plan Solutions : Use validated problems to inform Tasks & Stories
JTBD Exploration Workflow
Select Persona : Choose a specific user segment to focus onIdentify Jobs : Review existing jobs-to-be-done from persona profilesCreate JTBD Interview : Design questions about specific jobs and outcomesConnect Assumptions : Link to beliefs about what users want to accomplishConduct Exploration : Interview People about specific jobs and desired outcomesDocument Findings : Capture insights about user goals and success criteriaUpdate Personas : Refine jobs-to-be-done based on research findingsDesign Features : Create Tasks & Stories that help users accomplish their jobs
Validation Trial Workflow
Define Research Question : What specific Assumption needs testing?Design Trial : Create experiment to gather evidence about the assumptionSelect Participants : Choose People or Personas for the trialCollect Data : Gather evidence through structured research activitiesGenerate Data & Insights : Process findings into actionable learningsUpdate Assumptions : Mark beliefs as validated, invalidated, or needing more researchPlan Next Steps : Use insights to inform Tasks & Stories or additional research 
Interview Section
Interview Editor