• Tomasz Soroka

Listen to your users! You won't earn money from the app if you don't talk with them.

7 rules of well-done problem interview.

When building a new digital product or developing a product that is already on the market, you need to remember to talk to your users about their problems and challenges from time to time. It is with your users that you will find all the answers to your questions. They will help you set the right direction for product development. Don't forget about them! Especially when you are going to build a new product and you want to make sure that you are not building something based on a hypothesis, but real market feedback.

Today I am going to tell you a little bit about the interview problem. Why is it so important? When should it be done, and how should it be done?

At the end of the post, you will find a checklist that will help you find areas where errors may appear in your application and diagnose them. Challenges and bugs when building apps are a normal thing! Knowing what these bugs are and what areas they apply to will save you a lot of time and thus money!


Let’s get started

Why do you create your application?

The first very important thing that you should always remember is that when we build a new digital product, a new application, a new website, you are doing it to get someone (your users, your target group) to start using it, right?

For users to want to use the application you create, it must solve their problems and challenges they face. Problems and summons aren't the only areas you'll touch. You will also touch user processes, you will interact with people, you will provide a tool or some service - so you will also touch tools, so in most cases, you will touch these 3 areas: process, people, and tools.

If you don't do it correctly and your solution, for example, changes your user's current process too much, he won't want to use it. Why? Because the applied solution of yours will be too much effort for the user. The same principle applies to people - if your solution requires you to change half of your business because existing users can't start using your solution. After all, it's too complicated, for example, or the way you solve problems is too complicated, your users don't understand it. They will take it as too much effort and quit.

The key is to understand this: you need to make the changes in such a way that it is easy for your user to adapt to them.

Another important question: So when should you start doing problem reviews with users? The answer is quite simple before you start creating.

How to do it right? Let's start from the beginning!

An idea for an application that will solve specific problems of your potential users was born in your head. You have certain hypotheses and you know the problems you intend to solve. But have you checked them with your potential users?

You should verify the market at this stage, check your hypotheses by conducting a problem review. If it turns out that users really do have these problems and you find out how they are dealing with them now, then you are going in the right direction! The first interviews you conduct should help you achieve your basic goals. What?

Goals of the first interview problem:

  1. Know the process. How they deal with the problem without your solution. You need to understand the process of "handling" the problem. This is crucial, if you are going to change the process, you need to understand how they are doing it today, where they are fighting, where they need help, and what alternatives they are using, and only if you really deeply understand your users how they work today will you be able to provide something valuable.

  2. Inspire the user. When you show your users that you can help and that you can provide something that will make their lives easier, you will find that many of them will be more than happy to help you. And it is the voice of your users that is the most important advisor you should listen to. Thanks to them, you can be successful.

  3. Get involved! When you do interviews remember that your role is to find the people who will become the first users of your app in the future hey maybe I will help you when you have a solution come back to me and I will spend time because this is something I really need.

So it is very, very important to achieve these goals and that is what you should focus on. And the next question is: How can you do it right?

7 Rules for a well-done problem interview:

  1. Don't suggest an answer. Ask questions about what the process looks like today, what they do daily, how they do it, what they struggle with, what tools they use.

  2. Ask open-ended questions about problems.

  3. Ask if something seems important to you! You must dig deeper when the user responds, the topic seems important to you. Surely after two, three, four, or five interviews you will start to notice certain patterns, and each subsequent interview will be easier to solve.

  4. Don't forget to enter the correct entry. You should show yourself to the person you are talking to. What is the context, what areas will you deal with, what problems you are going to solve. How to make a good introduction? Here you can see an example from one of our SafeComm startups where we made a video in which we show that we can improve communication between clients and agents in the business. In this video, we've put together some animation mockups to show you what that might look like. After this presentation, we told the user what we were doing and why. And this interview will help us see if these kinds of problems occur and if we can help solve them.

Therefore, context is quite important to show the person what you want to achieve and what area you want to cover. 5. Present the problems you want to solve. The introduction should be short - not showing too much of the solution. If you show something, it should be more inspiration than showing an almost ready solution because then people will go into talking to the solution. You should be asking questions about processes, people, and tools. So, for example, how do you communicate with your client today? how do customers find you? or how do you find the client? how it started what kind of tools do you use and what are you struggling with? What are your problems? And so on. Pretty soon you'll start to see your client describe a process to you. So it starts here and then there is this and this. And you'll be able to draw it very quickly, connect with the people involved and tools that are used today, and be very, very shocked at times at how far this is far from how you think people work.

6. Magic wand. So questions about how users would like to solve their problem if they had unlimited possibilities - they had a magic wand. For Eg Imagine that you have a magic wand and you can completely change the way you work today and the way you can solve your problems. Can you tell me about your ideas? What would you like? What would you like to change? How would you like to change? This is where the user inspires you! Take handfuls of it 😊

7. Ask for help. Ask your interlocutors if you will have a solution when they will be open to help. And this is that engaging, inspiring moment when you ask people for help in the future. At this point, you will also detect potential early users, i.e. people who will be interested in using your product in the first place. If you inspire your interlocutors during the interview, it is very easy, they will be open to help you when you come back to them with a ready solution. And it is very important to do so.


The biggest mistake you can make is to list the problems and ask the user if they have such a problem or not. Surely most of these questions will be answered in the negative. And after your interview. You will learn nothing of value, and very quickly you may find yourself in a situation in which it turns out that there is no problem to solve. Everything works correctly. But if instead of listing problems, you ask about how the process is going, how you work today, how you do things today, you will very, very quickly discover that problems exist and your solution can help users solve them.


When conducting the interview problem, remember to get to know the user process, inspire it, and don't forget to get involved!

7 rules of a good interview in a nutshell:

  1. Do not suggest an answer.

  2. Ask open-ended questions about problems.

  3. Ask if something seems important to you!

  4. Don't forget to enter the correct entry.

  5. Present the problems you want to solve.

  6. Magic wand.

  7. Ask for help.

As promised, I am sharing with you a checklist that will help you find areas where errors may appear in your application and diagnose them. You can download the checklist here:

Hope you find it helpful. And finally! Never forget about your users, treat them like bosses and you will get a good salary and your application will be successful!


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