How to Effectively Apply the Five Whys Technique During User Interviews
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Understanding the Five Whys Technique
Engaging in the "Why" questioning can often feel daunting. Whether it's a deep personal inquiry or a tense questioning session regarding a mistake, many professionals tend to avoid persistent questioning. Yet, as product managers, it is our responsibility to delve into these inquiries, ensuring that customer challenges are identified and addressed effectively.
Customer issues won’t conveniently appear for immediate resolution. Instead, they require probing inquiry to uncover the real needs behind the requests for new features. To put it in the words of Boromir, one doesn’t simply ask "Why" without a thoughtful approach and strategy. This article will explore how I utilize the "Five Whys" framework, popularized by Eric Ries in The Lean Startup, during the discovery phase to extract comprehensive information from customers. This process allows for a better understanding of the core problems that need to be resolved.
What is the "Five Whys" Framework?
Originally intended for internal diagnostics, the Five Whys framework was developed by Sakichi Toyoda, the founder of Toyota Industries. It serves to uncover the reasons behind issues within teams or the organization as a whole. The essence of this method lies in its name—when a problem arises, the goal is to determine its underlying cause by repeatedly asking "Why?" five times. With each question, we can develop targeted measures to address the problem until we reach its root cause.
Remarkably, the Five Whys method is also applicable to diagnosing customer-related issues. By using this technique, you can not only identify the immediate problems faced by customers but also explore the deeper reasons behind them. This dual approach enables you to propose solutions that effectively address both superficial concerns and the underlying systemic issues.
Example of Using the Five Whys Framework
In a previous role as a product manager for a marketplace application, we noticed a concerning 5% month-over-month decline in transactions between buyers and sellers. To investigate, we initiated discussions with both parties to uncover any difficulties they were experiencing during transactions.
Through the Five Whys process, we aimed to reveal potential bottlenecks and understand the root causes of the decline. Here’s a breakdown of our findings and the countermeasures we implemented:
Customer Interaction
- Q1: We’ve noticed a drop in transactions. Are you facing any issues on our platform?
- A1: Yes, the negotiation process is taking too long, and we feel confused, which has led to fewer orders.
- Q2: Why do you feel confused?
- A2: We don’t understand the sellers’ references during negotiations.
- Counter-Measure 1: Provide additional context through info bubbles or tooltips to clarify seller references.
- Q3: Why are the seller references unclear?
- A3: The sellers mention products that aren’t visible in your system.
- Counter-Measure 2: Ensure all referenced products are searchable within our system.
- Q4: Why can’t you find these products?
- A4: There is currently no integration between our system and yours.
- Q5: Why is there no integration?
- A5: The integration hasn’t been made available yet.
- Counter-Measure 3: Develop the necessary integration to synchronize product references effectively.
Conclusion
Implementing the Five Whys framework in your discovery process can significantly enhance your understanding of customer challenges. If you're inspired to pursue a career in product management or want to discuss this further, feel free to schedule a conversation with me!
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