Interview Script·45 min·11 questions
Discovering why habit trackers lose momentum despite users downloading with clear goals
You're seeing a classic retention puzzle: users download your habit tracking app with specific goals and initial enthusiasm, but usage drops dramatically after 2-3 weeks. The confusing part is that these aren't accidental downloads—people are intentionally seeking habit change, yet something breaks down between intention and sustained engagement.
Why standard questions fail here
Direct questions about motivation miss the subtle shifts that happen in those crucial early weeks. This script reconstructs the user's actual daily experience with the app, anchoring in specific moments when they opened it, skipped it, or felt frustrated. By comparing the timeline of sustained users against those who dropped off, you'll uncover the micro-experiences that either build momentum or create friction.
Sample Questions
Grounded in The Mom Test and Jobs-to-be-Done.
Mom Test principle: start with their life, not our product. Establishes behavioral baseline before diving into app-specific questions.
Listen for specific timeframes, triggers, and environmental factors. Don't guide toward app usage yet.
- What made that particular habit stick when others might not have?
- Walk me through what a typical day looked like when you were building that habit
- Watch for: generic statements like 'I'm good at habits' instead of specific examples
JTBD: uncover the struggling moment and context that hired the solution. Mom Test: focus on past specific behavior.
Use the 5 Whys laddering technique to understand the deeper motivation behind the surface desire.
- What had you tried before that?
- What was different about that moment compared to other times?
- Watch for: 'I wanted to be more organized' - probe for the specific trigger event or frustration
Mom Test: ask for specific past behavior rather than general preferences. Understanding the actual adoption path.
Map the entire journey step-by-step: awareness → consideration → trial → setup. Don't skip steps.
- What other options did you consider?
- What convinced you to try this particular app over others?
- Watch for: 'I just downloaded it' - dig deeper into the specific context and decision process
Behavioral specificity over opinions. Understanding initial engagement patterns and friction points.
Ask for hour-by-hour breakdown if needed. Focus on concrete actions, not feelings about the experience.
- What time of day did you typically open the app?
- What was the hardest part about remembering to use it?
- Watch for: 'It was great' or other emotional generalizations instead of behavioral specifics
Identify friction points and recovery behaviors. Understanding resilience factors in continued usage.
Focus on the specific day, specific emotions, specific actions taken. Avoid hypotheticals about 'what usually happens'.
- How did you feel when you realized you almost forgot?
- What made you decide to track it anyway versus just skipping it?
- Watch for: 'I never forgot' or 'I always remembered' - push for specific instances of struggle
Mom Test: observe actual behavior patterns. Understanding current usage reality, not idealized version.
Ask them to show you on their phone if possible. Get screen-by-screen detail of their actual workflow.
- How long did that session take?
- Was that typical or different from usual?
- Watch for: descriptions of what they 'usually do' instead of the specific last session
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