Interview Script·45 min·9 questions
Understanding why law firms abandon intake software after one session
You're seeing a pattern in your user analytics that doesn't make sense. Small law firms are signing up for your client intake management system, going through the setup process, but then never coming back after that first session. The signup data shows they were actively seeking a solution, yet something in that initial experience is driving them away permanently.
Why standard questions fail here
Direct exit surveys miss the nuanced journey from initial hope to abandonment. This script reconstructs their complete first-session timeline, anchoring questions in specific moments and decisions they made during setup. By walking backward from the point they stopped logging in, you'll uncover the gap between what they expected to accomplish and what the system actually delivered in those crucial first interactions.
Sample Questions
Grounded in The Mom Test and Jobs-to-be-Done.
JTBD methodology: establish context before diving into struggle moments
Use active listening - nod, take notes visibly, ask for clarification on firm size/practice areas
- How many clients do you typically intake per month?
- What does a typical client intake look like at your firm?
- Generic descriptions without specifics about daily responsibilities
Mom Test principle: ask about specific past behavior instead of generic problems
Use the critical incident technique - get them to relive a specific moment in detail
- What specific steps did you have to take?
- How long did that process take you?
- What was the most frustrating part of that particular intake?
- Vague statements like 'intake was always hard' instead of specific examples
- Generalizations about 'everyone' having problems
JTBD framework: identify the struggling moment that triggered job-to-be-done
Probe for emotional triggers - ask 'How did that make you feel?' when they describe problems
- Can you describe that exact moment when you thought 'I need help with this'?
- Who else was involved in that decision?
- What were you hoping would change?
- Rational explanations without emotional context
- Hypothetical scenarios about efficiency gains
Journey mapping methodology: capture detailed first impression and onboarding experience
Use screen recording technique mentally - ask them to narrate like they're showing you their screen
- What did you try to do first?
- What was confusing or unclear?
- How long did you spend in that first session?
- Skipping over setup/onboarding details
- Opinions about interface design instead of behavioral descriptions
Expectation vs reality gap analysis - critical for understanding abandonment
Ask them to paint a picture of their ideal scenario before they tried the product
- How did you imagine your daily work would change?
- What specific pain points were you hoping it would solve?
- Generic expectations like 'easier intake' without specific outcomes
- Expectations that sound influenced by marketing copy
Mom Test principle: focus on specific past behavior rather than general opinions about usability
Use the narrative technique - get them to tell the story chronologically with specific details
- At what point did you realize this wasn't working as expected?
- What did you try to do when you got stuck?
- Did you look for help anywhere? What did you find?
- Jumping to conclusions about what was 'wrong' instead of describing what happened
- Hypothetical examples instead of the real case they worked on
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