process available for recall, which is exactly what you’re looking for.
Where does their story actually begin?
When conducting your interviews, try to keep participants focused on their actual actions and feelings when they made the switch. People are notoriously unreliable at predicting their future behavior and attitudes, so framing everything around what really happened (not what usually happens, or could have happened) during their onboarding keeps your emerging story tethered to reality. Asking for specifics also helps transport people back into the actual moment, which brings up valuable additional details. Rather than asking them if they had an easy time with setup or not, get to specifics by asking which part was the trickiest, and deeply explore that moment. For example, while someone might not have a lot to add to “are you a safe driver?”, asking them to specifically recall the last time they were pulled over by the police would immediately thrust them into a story rich with emotional details. Be sure to track every story’s breadcrumb trail as far back as you can get your interviewee to remember. The narratives that lead up to decisions can be surprisingly long – much longer than the surface would show. A journey to a car dealership may at first seem to begin with seeing a newspaper ad. But after even a little bit of digging it could turn out to have really started with a funny noise in the engine two months before. Onboarding always begins with the motivation to change, which always takes place before the user lands on your site.
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