Interview Script·45 min·10 questions
Discovering why existing users ignore invoicing features despite active billing workflows
You shipped an invoicing feature three months ago expecting strong adoption from users who clearly handle billing, but only 4% have tried it. You're seeing users continue their existing billing processes while your new feature sits unused, and you can't tell if they simply don't know it exists or don't actually need what you built.
Why standard questions fail here
Direct questions about feature awareness often get socially acceptable answers that hide the real story. This script reconstructs users' actual billing moments and decision points, anchoring in their current workflows to reveal whether the gap is discovery, timing, or fundamental feature-market mismatch.
Sample Questions
Grounded in The Mom Test and Jobs-to-be-Done.
Jobs-to-be-Done: establish the job context and primary use cases before diving into specific features
Use the mirroring technique - repeat back key phrases they use to show you're listening and encourage elaboration
- What's the most common task you use our product for?
- How often would you say you use it?
- Generic role descriptions without specific workflows
Mom Test principle: ask about specific past behavior rather than hypothetical future needs
Use the laddering technique - once they describe the situation, ask 'what happened next?' to get the complete workflow
- What tools did you use for that?
- How long did that process take you?
- What was the most frustrating part about that experience?
- Hypothetical responses like 'I would probably...'
- Generic claims about invoicing frequency without specifics
Jobs-to-be-Done: map the entire job workflow to understand all touchpoints and pain points
Use the 'show me' technique - ask them to demonstrate or draw out their process if possible
- What happens before you start creating the invoice?
- Where do you get the information you need?
- What do you do after you send it?
- Skipping steps or giving oversimplified descriptions
- Focusing only on the final output rather than the process
Mom Test principle: focus on current struggles and pain points, not feature requests
Use the problem interview technique - probe for emotional responses and specific struggling moments
- Can you give me a specific example of when this was a problem?
- How did that make you feel?
- What did you do to work around it?
- Feature requests disguised as problems
- Generic complaints without specific examples
Mental model testing: understand user expectations before revealing actual features
Use the assumption testing technique - capture their expectations before revealing reality
- What would be most important to you in that functionality?
- Where would you expect to find that in our interface?
- Leading responses that mirror our actual feature set
- Overly broad wish lists without prioritization
Direct awareness testing: measure actual feature discoverability without leading
Use the neutral probe technique - ask open-ended without revealing the feature exists
- Can you describe what you remember about that?
- Where did you see it?
- What made you notice it or not notice it?
- False positives where they claim to remember but give vague descriptions
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