Page tree
Skip to end of metadata
Go to start of metadata

Excerpt from a bad interview

Sabine

You travel a lot for work and you always book your own trips, right? That must be time consuming.

Bernhard

Yes.

Sabine

And in your company you are using Slack.

Bernhard

Yes.

Sabine

Okay, would you use a slack channel that connects you to a digital travel assistant 24/7?
You can pre-set favorites (e.g., airfares, seats, hotels, etc.) and payment details in your profile. In the slack channel, you simply and informally write your booking requirements such as date, time and destinations and then you receive an option, which you accept or reject with one click. Or you can ask for an alternative option.

Bernhard

Umm..

Sabine

As a result, you do not have to visit the various websites of Lufthansa or the individual hotels and everything is booked automatically for you.
This saves you time and does not cost much more.

Bernhard

Sounds good.

Sabine

How much would you be willing to pay for this?

Bernhard

In a travel agency you do not pay anything extra for things like this, right?

Sabine

But the service would be available to you 24 hours a day. This is not the case with a travel agency, because you have to take account of the opening hours and probably you have to formulate more formal requests.

Bernhard

That's true. So if it would take care of the whole travel booking topic including proper billing, it would be worth a lot to me.

Sabine

Great, then my idea fits perfectly for you.

Bernhard

No question, that's a good idea.

Sabine

I will keep working on it. May I meet you again when I'm ready to integrate the slack channel for the digital travel assistant and would you then test it?

Bernhard

Yeah, I would like to try that.

Reflection

Why is this interview a bad interview?

  • Closed questions 
  • Asking for hypothetical behavior in the future (use & willingness to pay)
  • Dangerous inquiry, whether the idea is good or bad
  • Danger of misinterpretation of friendly / positive reactions (supposed success by the interviewees commitment to test use)
  • Missing questions around the current procedure (including pains & gains)
  • Lack of asking deeper questions (e.g. at "the whole travel booking topic including proper billing")
  • Speak share 80:20
  • Interviewee can not imagine the offer (without prototype) at all

Excerpt from a good interview (Discover phase)

Sabine

How do you handle the travel bookings?

Bernhard

Well, everyone does that themselves - as needed.

Sabine

How often do you book a hotel or flight online?

Bernhard

Actually almost every week.

Sabine

And how is that for you?

Bernhard

I got used to it, the booking is actually relatively fast. What really annoys me is collecting the receipts.

Sabine

What exactly annoys you?

Bernhard

For flights, it is kind of ok since the passenger receipt which you get directly by email is sufficient. But with hotel accommodations you have to always be careful to ask for the bill and take it with you. It's frustrating.

Sabine

Could you tell me an example of how this works? Where have you been, for example, last week?

Bernhard

Last week I was in Switzerland and stayed in a hotel chain.

Sabine

Why did you choose the hotel?

Bernhard

I always choose hotels that are close to the customer and that can be booked and paid online via the hotel website. These are usually hotel chains.

Sabine

How did you book the room?

Bernhard

I used the booking form on the hotel website and entered everything - including the correct billing address. When I checked in there, I had to fill in all all data on paper again. It's frustrating.

Sabine

Why is this annoying?

Bernhard

First, I had already filled everything online and secondly, I've been to this hotel for x times. I expect that the data will be automatically taken over so I do not have to provide it every time.

Sabine

And what happened after that?

Bernhard

Well, same story happened at check-out. First I waited forever until it's my turn and then there was a mistake in the billing address, which had to be corrected again. And then I have to carry the bill with me and remember to put it down properly in the office.

Reflection

Why is this interview a good interview?

  • At the beginning: Explore how relevant the topic is for the respondent or how often it affects her/him
  • Ask open questions that encourage your respondent to explain
  • Ask about concrete experiences / situations from the past, which are discussed step by step including emotions
  • Dig deeper: Why? How so?…
  • How could you ask further: Have you ever tried alternative solutions? How did that go?
  • No labels