Once you see that an answer is not serving its question properly anymore, it should be tossed away. It's just their natural life cycle.
They usually kick and scream, raising one hell of a ruckus when we ask them to leave. Especially when they have been with us for a long time.
You see, too many actions have been based on those answers. Too much work and energy invested on them. They feel so important, so full of themselves. They will answer to no one. Not even to their initial question!
The hardest thing about customer interviews is knowing where to dig. An effective interview is more like a friendly interrogation. We don’t want to learn what customers think about the product, or what they like or dislike — we want to know what happened and how they chose... To get those answers we can’t just ask surface questions, we have to keep digging back behind the answers to find out what really happened.
I’ve noticed a recent trend on the web — or at least, on the parts of it I’ve visited. Maybe you’ve noticed it too.
Here’s what happens: you’re on a website, and one of these little prompts pops up...[to] let you know that there’s an app, and that the website you’re on...well, it’s not quite the app, is it?
...Sometimes, the website wants me to install the app — no, it needs me to install the app. It’s like a paywall, but for apps. An appwall.
In recent years, these prompts have gotten more prominent, and occasionally impassable. And I think that trend’s interesting. Why would a company promote a native app over their perfectly usable website?
It feels like a glimpse into that company’s design priorities. And it’s possibly providing us with insight into the business value they place on the open web — a medium that’s meant to be accessible everywhere, on any screen, on any device.
And it really does feel like these glimpses are becoming more common.