after a long day at work, and “hire” Netflix to help relieve some stress. Or a startup may find themselves in a “we need to be better at talking to our users” situation with their product and “hire” Intercom to get the lines of communication flowing freely. Frustrating situations open up new “employment” opportunities, and intimately familiarizing yourself with themmakes sure your user onboarding nails the “interview”. However, you can’t discover them through demographic research or behavioral data. To fully understand what drives your users, you have to go straight to the source with interviews. Whenever possible, interview people who have just crossed the finish line to becoming highly-engaged users. Chris Spiek and Bob Moesta, Jobs-to-be-Done practitioners and co-founders of The ReWired Group, refer to this as the “switching moment”. If you charge for your product, it’s the moment people start paying. If you don’t, you’ll need to come up with your own engagement indicator and use that as the point of introduction. Why is the timing important? If you’re approaching users before they’ve made the switch, you run the risk of interviewing people who won’t actually stick with your product. Approaching them too long afterward, though, means they’re likely to have already forgotten what drove them to change things up to begin with. People who have recently switched are proven customers, but still have the emotional memory of the whole Who should be interviewed, and when?
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