I’m Not a Great Interviewer, But Here’s How I Make Product Discovery Work
PM Framework for Customer Discovery
As a product manager, I never regret talking to customers. When building or rebuilding a specific feature or product, I specifically make it a point to talk to customers and internal teams at different phases of the project to ensure we’re solving the right problems in the right way.
Over the years, I’ve had the chance to observe some incredible UX researchers and seasoned PMs at work, and I’ve learned what exceptional discovery looks like. I’m not exceptional at product discovery, but I’ve also learned that that’s okay. I’ve developed a framework that helps me get what I need from those conversations, and that’s what I want to share in this post.
Start with a Hypothesis (Yes, Like in 8th Grade Science)
Remember those science classes where you had to start with a hypothesis? That’s what I do. Before I dive into customer interviews, I always start with writing down each of my hypotheses.
Here's an example:
Hypothesis 1: CSV upload is essential for any MVP.
Hypothesis 2: Users prioritize speed/latency (milliseconds) over accuracy.
I’ve worked with UX designers who excel at phrasing each part of their hypothesis, but I’ve learned in most cases they don’t have to be perfectly worded and done is better than perfect here. I can always rephrase them as I speak to more folks and learn.
Craft Questions & Decks
With my hypotheses in hand, I craft a list of questions to validate or invalidate them. While I rarely stick strictly to a script—I prefer keeping conversations fluid to ensure I get the clarity I need and because it’s more fun—the list helps frame the discussion and ensures I don’t miss any critical points.
When it comes to customer interviews, I always prepare a slide deck. Even if there are no product images or mockups to share, I find that slides help guide the conversation and just make me feel more confident when speaking.
My decks typically follow this structure:
What is it? – An overview of the feature or product.
Customer Value – Explaining the value, even if it’s fairly clear.
How Does It Work? – Breaking down the process, often in sections like setup, Website run, API run, etc.
Limitations – Highlighting any constraints, either in a single slide or across multiple.
Visuals of Questions/Hypotheses – Using visuals to clarify specific points or spark customer feedback.
Status Updates
During conversations, I jot down quick text-based notes—it’s about all I can manage when I’m on a call alone and it gets the job done. After each interview, I review my hypotheses and update their status with the new information. I keep these updates brief so that anyone can quickly see my key takeaways.
For example:
Hypothesis 1: CSV upload is essential for any MVP.
October 25: True – CSVs and zipped CSVs are critical because users frequently receive data dumps in that format.
Hypothesis 2: Users prioritize speed/latency (milliseconds) over accuracy.
November 10: Mixed – Mid-market customers care more about accuracy because they lack the resources to double-check the work, while enterprise customers prioritize latency due to higher volumes.
I try to timebox this discovery phase—2 weeks if it's internal only, and 4 to 8 weeks if I'm working with customers. By the end, I usually have the answers I need to move forward.
Hope this helps and good luck with your discovery!