Hindi + English mix • Focus: Instagram Reels creation challenges, Journey & Empathy mapping, Questionnaire design, Synthesis → Opportunities
1) Core Purpose (मुख्य उद्देश्य)
- Understand the “why” behind user behavior (qualitative insights) to inform PM decisions & PMF.
- Mix methods: Qual (why) + Quant (how many, where) → stronger decisions.
2) Customer Journey Map (कस्टमर जर्नी मैप)
Stages: Awareness → Consideration → Decision → Onboarding → Usage → Loyalty/Advocacy
- Awareness: Discover via friends/organic/ads (उत्पाद का पता कैसे चलता है)
- Consideration: Compare options (विकल्पों की तुलना)
- Decision: Download/subscribe (प्रारम्भिक निर्णय)
- Onboarding: Start steps (e.g., video KYC in fintech)
- Usage: Active engagement (नियमित उपयोग)
- Loyalty/Advocacy: Recommend/share (वफादारी/प्रचार)
Capture for each stage: Activities, Goals, Pain Points, Emotions.
Instagram Reels example: Creation flow में frustration—too many options, music selection overwhelming.
3) Empathy Map (एम्पैथी मैप)
Purpose: behavioral data से आगे बढ़कर emotions/psychology समझना (विशेषकर B2C/design-heavy products में)।
| Says (क्या कहता/कहती) | Thinks (क्या सोचता/सोचती) | Does (क्या करता/करती) | Feels (क्या महसूस करता/करती) |
|---|---|---|---|
| “I’m not a video editor.” | Will this reel perform? | Tries multiple takes, browses music | Overwhelmed, anxious about quality |
4) User Interview Process (इंटरव्यू प्रक्रिया) & Questionnaire
- Intro & Rapport: Comfort first (आरामदायक माहौल)
- Context Setting: Background, frequency, typical behavior
- Core Interview: Recent experiences, challenges, barriers (e.g., reel creation)
- Usability/Task Observation: Shadow without influencing
- Closing: “कुछ और add करना चाहेंगे?”
Timing: 30–45 mins • Questions: 5–9 core + follow-ups
- Avoid leading or yes/no questions (मार्गदर्शक सवाल नहीं)
- Open-ended, non-biased; ask about past behavior > hypotheticals
- Use “why” to dig deeper; Listen ~80%, Talk ~20%
- Record with consent (सटीक डाटा के लिए)
Good prompts (उदाहरण प्रश्न):
- “हाल में जब आपने reel बनानी शुरू की—फिर क्या हुआ?”
- “कौन सा step सबसे ज़्यादा समय लेता है—क्यों?”
- “Music चुनते समय आप कैसे decide करते हैं?”
- “आख़िरी बार publish न करने का कारण?”
- “अगर एक चीज़ बदल पाते—क्या और क्यों?”
5) Synthesizing Findings → Problem Statements
- Repeated words/phrases (Voice of Customer) नोट करें
- Patterns in pains, emotions, goals पहचानें
- Journey + Empathy map पर insights plot करें
- Triangulate: Qual insights + Quant (funnels) + Competitor benchmark
- Outcome: Define opportunities, not solutions (e.g., simplify entry points; reduce time; boost confidence; simplify tech)
- Double Diamond: Discover → Define (फिर Develop → Deliver)
6) Common Pitfalls (गलतियाँ) & Tips
- Pitfalls: Leading/yes-no, confirmation bias, interrupting, poor documentation
- Tips: Neutral & consistent script, real scenarios > hypotheticals, respect differing opinions
7) Industry Benchmarks (इंडस्ट्री प्रैक्टिस)
- Duration: ~30–45 min optimal
- Questions: 5–9 core + probes
- Big tech (Google/Meta/Amazon/Apple/MS) → concrete user stories & behaviors
8) Application: Instagram Reel Creation Case
- Problem: Creation rates stagnant; consumption high
- Persona insights: Complexity & music selection frustration; performance anxiety
- Quant: ~76% abandon before publish; major drop-offs: music selection, multi-clip recording
- Competitor: TikTok ≈ 40% fewer steps → higher creation
- Opportunities: Simplify entry, shorten time, confidence nudges, technical simplification
Need this as a one-page printable checklist too? (मैं उसी कंटेंट का compact संस्करण बना दूँगा, HTML में ही.)
