Reconstruct a real encounter

Ask how the person first encountered the business, what they wanted to understand and which information helped them decide to continue. Invite them to describe points of confusion. Avoid leading questions that suggest the expected answer. A customer who eventually bought may still have struggled with the profile or documents. Understanding that friction can improve the experience for people who never reached a conversation.

Turn observations into priorities

Look for recurring needs across interviews without pretending a small sample represents every customer. Separate what participants said from your interpretation. Choose changes that address clear obstacles and test them in the next version. Keep the interview focused on the journey rather than using it as an unannounced sales call or testimonial request. Those are different conversations with different expectations.

Imagine this

Hypothetical example

A hypothetical team learns that customers wanted one concrete project example before booking a discussion. The profile had buried that material below a long biography. The team moves a relevant example earlier and reviews whether future prospects understand the offer more easily.

Make it practical.

Use this checklist as you read. Checks are not stored.

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