Interview snapshot
🧭HOW IT WORKS
One page per customer interview, filled in the same day, before the details go soft. It is Teresa Torres's, from 📕 Continuous Discovery Habits. This is how I fill it.
- Who. Name, role, company, and one line of context that makes them themselves.
- One memorable sentence. Theirs, word for word. The one I would repeat in the corridor.
- The story. The last time it happened, as a sequence: what happened first, how they found out, what they did in the next hour.
- Opportunities. Needs and pains in their words. No features.
- What surprised me. One or two lines.
Use when: straight after the call, with whoever took notes. Twenty minutes. Tomorrow it takes forty and is worse.
Why one page: eight interviews are eight transcripts nobody will read, or eight pages that can be laid side by side on a table. The opportunities from the pages become the second level of the tree.
Not for: sales calls and support escalations. Those have another purpose, and people answer differently when they want something.
Used for 📌 Run eight carrier-data interviews with Zainab Karimi in September: four hers, four mine, one format. The questions that get us to the page are in Carrier-data interview guide.
The second customer keeps a private spreadsheet of which carriers lie about pickup times, colour-coded, updated by hand every Friday. That was the memorable sentence, the story and the opportunity all at once.