Build a JTBD Interview Guide
Construct an interview guide that moves from context to incident to job criteria.
Andre needs to learn why customers export reports, but his draft guide asks customers to evaluate the reporting page. That will produce UI opinions before the team understands the job. JTBD interview guide: context -> last incident -> alternatives -> outcome criteria The common trap is starting with the product or feature because it feels concrete. That frames the interview around the team's solution and makes later synthesis look like a list of requested improvements. Set the research goal Write: Understand the last time customers exported a report before a stakeholder meeting. A specific goal keeps the guide focused on…
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