Interview with the client. Quick start of the project
If you are a designer or manager and you are just starting a project with a new client, then hopefully this article will help you gather information from the client, adjust expectations and improve communication.
Asking the right questions is the first step in building trust between us and the client.
There are several things we need to understand in our discussion:
- What are the reasons why this client came to us?
- How can we help them?
- How does the client work without our help?
- What do we know for sure we can’t help the client with?
- What does the client expect in the end result?
- Does anyone else have a similar solution?
Make sure that the person whom we are discussing the product with has sufficient information and fully understands the problem. Otherwise, the product may not solve the client’s problem and will not be in demand among their audience.
Let’s look at all the questions one by one and see why it’s so important to ask it.
- Who will use the product?
This question lets us get to know our audience, their lifestyle and anticipated requirements. Depending on their characteristics (gender, age, country, etc.) there will be limitations for the product: children are drawn to visualization, teenagers — following trends, the elderly — good readability, etc. But the wider the audience, the more neutral (typical) the interface should be. The client most likely already knows his/her audience in detail and can talk in detail about those he/she works with.
2. What will the audience use the product for?
This question helps us understand what value does the product provide to the customers. Customers have some problem or inconvenience that they’re experiencing. We have to understand and come up with a solution to their problem. Maybe the client has already done surveys and you will have data about the needs of your customers.
3. How does the audience solve their problems at the moment?
This question will allow us to know the habits and tools of the target audience. If similar products are already being used to solve problems, we should draw boundaries that will distinguish our product from others. This way we can focus on the strong points of our product and not copy someone else’s solutions (other products may have completely different problems). If the client does not have the necessary knowledge of their audience, then research will be required. This way we can better understand problem areas and automate routine work.
4. How will customers’ actions change when the product is created?
We need to see an approximate scenario of using the product. Once the question is answered, we will adjust expectations with the customer and follow up together to the expected result.
5. How do you motivate the customer to use the product?
The habit of using an old solution can be much stronger than learning a new and convenient solution. Smoothing over the transition to a new product can be achieved, for example, through importing data from the previous application or the general logic of the product, which does not need to be re-learned. Therefore, creating a user-friendly solution is not yet a guarantee that users will migrate to the new product.
6. How should the success of a product be measured?
When designing the product logic, we need to choose key objectives. For example: increased customer check, number of deals, hours spent online, etc. If there are several goals, it is necessary to prioritize each of them. This will help us and the client focus on the same metrics and measure the success of the product. To understand the client better, we have to understand their motivation. Usually all motivation comes down to earning from the product. It follows that the app must be monetized. The product can generate income in several ways (such as advertising or a subscription system), and these points should be discussed in advance, as it significantly affects the logic of the product.
7. Who are the experts in the field that we can consult with?
As a rule, our expertise and knowledge is confined to product development, not to the client’s business. Therefore, when developing a product, we will need the help of experts in the client’s field. This expert could be the client or someone on the client’s staff
It’s hard to remember all of the discussion questions the first time, and it’s easy to miss things. It’s okay, we all make mistakes. In this case, it is important not to turn a blind eye to it and ask for help from the client or colleagues and solve the problem together.
Constantly worrying about failure is bad for us, because our head stops focusing on the most important thing: how to help the client. Failure does not mean that you will not succeed. Failure is the First Attempt In Learning.
Conclusion
The questions above are just the basis for a quick start on the product. It is possible that, depending on the project, some of the questions will change. But whatever the questions at the client interview are, the important thing is that our and client expectations are aligned after this interview.
