How to Conduct User Interviews: The 937-Interview Framework That Found PMF
TL;DR: HeyGen's founder conducted 937 user interviews in 6 months to find product-market fit. This is the exact framework — from screening users to extracting actionable insights.
Why User Interviews Matter
Before writing a single line of code for your next feature, ask yourself: have you actually talked to users?
"Product founders spend the first 6 months doing intensive user interviews. HeyGen did 937 interviews. Wisperflow and Higgsfield did 500+ each. It's constant interviewing and iterating." — Iris, ex-AFFiNE COO
The Numbers That Matter
| Metric | Benchmark |
|---|---|
| Registration → Paid conversion | 5-8% |
| Interview frequency | 3-5 per week |
| Actionable insights per interview | 3+ items |
Step 1: Screen Your Interview Candidates
Not all users provide equal value. Prioritize ruthlessly:
| Priority | User Type | Why Interview Them |
|---|---|---|
| 🔴 P0 | Paying users | Most honest feedback — they've voted with their wallet |
| 🔴 P0 | Power users | Deep product knowledge, edge cases |
| 🟠 P1 | Competitor users | Understand why they chose alternatives |
| 🟠 P1 | Churned users | Learn what made them leave |
| 🟡 P2 | Free users | Identify conversion blockers |
Pro Tip
Start with paying users. Their feedback is 10x more valuable because they have skin in the game.
Step 2: Get Users to Say Yes
Most users ignore interview requests. Here's how to break through:
The Invitation Template
Hi [Name],
I'm [Your Name] from [Company]. We noticed you've been using [Product]
and would love your input on how we can improve.
It's a quick 30-minute video call. Your feedback directly shapes
our roadmap.
As a thank you, we'll [offer: gift card / early access / extended trial].
Would you have 30 minutes this week?
Follow-up Cadence (Don't Give Up!)
| Day | Action |
|---|---|
| Day 1 | Initial invite |
| Day 3 | First follow-up |
| Day 7 | Second follow-up |
| Day 10 | Final attempt |
Multi-channel attack: Email, LinkedIn, Twitter DM, in-app message, Discord, Telegram — use every channel available.
Step 3: Run the Interview
Setup Checklist
- [ ] 30-45 minutes scheduled
- [ ] Video call with screen sharing enabled
- [ ] Recording permission obtained
- [ ] 1 moderator + 1 note-taker
The Opening (5 minutes)
"Thanks for joining! I'm [Name], working on product at [Company].
Today I want to learn about your experience — what's working,
what's not, and how we can improve.
We'll record this for internal notes only. Is that okay?
First, could you briefly introduce yourself?"
Step 4: The Question Framework
Background Questions (Always Ask)
| Question | What You Learn |
|---|---|
| What do you do for work? | User persona |
| How did you find us? | Acquisition channels |
| How long have you used the product? | User maturity |
| Which features do you use most? | Core use cases |
| What similar tools do you use? | Competitive landscape |
Deep Dive Questions (The Gold)
Understanding Their Workflow:
- What problem are you solving with our product?
- What do you do most frequently?
- How did you solve this before us?
- What's changed since you started using us?
Competitor Intel:
- What other products are you using?
- What do you use each for?
- How do we compare?
- What do they do better?
Pain Point Discovery:
- What frustrates you about our product?
- Any bugs or issues?
- Which feature is hardest to use?
- If you had a magic wand, what would you fix?
Willingness to Pay:
- What tools have you paid for before?
- What made you decide to pay?
- How much would you pay for this?
- What would make you upgrade?
Step 5: Screen Sharing (The Secret Weapon)
"Have users share their screen. Watch how they use it. See where they get stuck." — Iris
This is where the magic happens. Don't just ask what users do — watch them do it.
What to Observe
- Navigation patterns (where do they click first?)
- Friction points (where do they pause or hesitate?)
- Feature blindness (what do they ignore?)
- Emotional reactions (sighs, frustration, delight)
The Prompt
"Could you show me how you typically use our product?
Just do what you'd normally do — no need to prepare anything special."
Then stay quiet and observe.
Step 6: Close Strong
Before Ending
1. Ambassador Invite
"We have an ambassador program — early access to features,
direct line to our team. Interested?"
2. Referrals
"Know anyone else who might benefit from our product?"
3. Thank You
"This was incredibly helpful. Thank you!"
Step 7: Debrief Immediately
Do this within 1 hour of the interview while it's fresh.
Debrief Template
## Interview Summary
- Date:
- User:
- Duration:
## User Tier
- [ ] S-Tier (Power user, pays, advocates)
- [ ] A-Tier (Power user, payment potential)
- [ ] B-Tier (Occasional user)
- [ ] C-Tier (Low activity)
## Key Findings
- Validated needs:
- New discoveries:
- Pain points:
## Competitor Intel
- Products mentioned:
- Their advantages:
- Their weaknesses:
## Feature Requests
| Feature | Priority | Notes |
|---------|----------|-------|
## Next Steps
- [ ] Follow-up date:
- [ ] Loop in PM:
- [ ] Ambassador invite:
User Grading System
After 10+ interviews, patterns emerge. Grade your users:
| Tier | Profile | Your Action |
|---|---|---|
| 🔴 S-Tier | Power user + Paid + Advocates publicly | Ambassador program, CEO direct line |
| 🟠 A-Tier | Power user + Likely to pay | Beta access, monthly check-ins |
| 🟡 B-Tier | Occasional + Unclear intent | Guide to core features |
| ⚪ C-Tier | Low activity + Won't pay | Automate, don't invest time |
Common Mistakes (And Fixes)
Mistake 1: Leading Questions
❌ "Don't you think our dashboard is confusing?"
✅ "Walk me through how you use the dashboard."
Mistake 2: Talking Too Much
Rule: User should talk 80% of the time. You ask, they answer.
Mistake 3: Not Recording
You'll forget 50% within 24 hours. Always record (with permission).
Mistake 4: Skipping Screen Share
Watching users struggle reveals more than any question.
Mistake 5: Stopping Too Early
937 interviews didn't happen in a week. Commit to 3-5 per week, every week.
Get the Full Framework
This article covers the essentials. For the complete playbook with templates, scripts, and examples:
📚 User Interview Playbook on GitHub — Full framework, templates, and tools
Or install directly into your AI agent:
clawhub install gingiris-user-interview
Related Resources
About the Author
I'm Iris, former cofounder & COO of AFFiNE (60K+ GitHub stars). Now helping founders validate products faster through user research.
- Playbooks: github.com/Gingiris
- Consulting: @Iris_carrot on Telegram
What's your biggest user interview challenge? Share in the comments!
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