Insight driven User Research : A complete guide to customer development with user interviews | Faisal Memon | Skillshare

Insight driven User Research : A complete guide to customer development with user interviews

Faisal Memon, Product Head | Entrepreneur | Startups

Insight driven User Research : A complete guide to customer development with user interviews

Faisal Memon, Product Head | Entrepreneur | Startups

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7 Lessons (34m)
    • 1. Promo

      1:28
    • 2. What are user interviews

      10:06
    • 3. Why should you conduct user interviews

      5:06
    • 4. Finding people to interview

      7:07
    • 5. Preparing for user interview

      4:01
    • 6. Conducting interviews

      4:27
    • 7. Summarizing and drawing conclusions from interviews

      2:00
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About This Class

This course teaches you everything you should know to about conducting user interviews and solve problem for your users. User interview (a type of user research method) is a very, very important part of the entire product development process.

WHY CONDUCT USER INTERVIEWS?

At the end of the day, very few companies fail if they are not able to build technology. Most companies fail because they don’t have customers. The goal of every product would be to make your customer's life easier. Hence it’s very important for you to understand your customers really really well. If you understand the customer well, you are more likely to build the right solution. Organizations benefit from this since companies don’t have to invest a huge amount of engineering resources into product building only to know that product is not solving problems for its customers. Hence talking and understanding users helps companies save time on product building and minimizes the risk of failures after investing heavily. Talking to the customer is relatively cheaper.

Very few companies fail if they are not able to build technology. Most companies fail because they don’t have customers
 

WHAT ARE THE BENEFITS OF THIS COURSE?

  • In this course, you will learn how to conduct user interviews
  • I will teach you how can you find people to do user interviews
  • I will teach you how to prepare for user interviews and draw conclusions from it

WHO IS THIS COURSE FOR?

  • Designers who want to understand their users and build a product that solves real problem
  • Experienced and aspiring product managers who want to learn this process
  • Entrepreneurs, who have ideas but are looking for ways to understand the process of user interviews
  • Students who might be interested to learn this for their careers.

 

ABOUT YOUR INSTRUCTOR :

  • I am Faisal, having 9+ years of experience working on software products and building companies from scratch. Currently I am heading product at one of the most innovative health care startup.
  • Products that I have built have catered millions of users across the globe, have been funded by best VC's and also was shortlisted for Google Launchpad Accelerator.
  • I have compiled all my experience that I have gained throughout my startup journey in this course.

 

SO ARE YOU READY TO GET STARTED?

I'll see you inside.

Meet Your Teacher

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Faisal Memon

Product Head | Entrepreneur | Startups

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Transcripts

1. Promo: Hello guys, welcome to the best course online to learn how to conduct user interviews. I'm Faisal and I have created this goes to share the experience that I have gained in my career with you. I have been an entrepreneur and a product manager for last ten years. I have built softwares that have been used by millions of people around the globe. Why should you take this course? So this goes teaches you how can you conduct user interviews and what are the things that you need to keep in mind at every step. Talking and understanding your users is very critical for the success of your product. This will not only help you build the right product, but also solved problems if you have a product already out there in the market. This course is designed gaping the beginners in mind. We have made sure that each and every concept is clearly explained in an easy to understand manner. So if you are a beginner and totally new to the concept of user interviews, don't worry, I am 100% committed to help you succeed. So what are you waiting for? Let's take the first step. I'll see you inside the goose. Thank you. 2. What are user interviews : Hello guys, welcome back. So in this lecture we are going to talk about what our user interviews. By the end of this lecture, you will have a fair understanding of what our user interviews and in which scenarios do we conduct user interviews? We will also be taking a look at every scenario and we'll understand how user interviews are conducted in their respective scenarios. So let's get started. So what our user interviews. So user interview, as the name suggests, is the process of interviewing your current or potential users. Now, using the views are done to validate if customers you think are truly right customers and is done because of the following reasons. So point number one is, it's a way to confirm with your customers if you are on the right part. It's also a way to find out what problems you're customers are looking to solve. It's also a way to understand what they are doing right now to solve this problem without having any solution or product in hand. It is also a way for you to understand if a feature or solution that you are evaluating is it would building. So in short, customer development is nothing but a way to understand your customers. And if the solution you are billing or already belt satisfies their need or solves a particular problem for them. So let's take a look at some scenarios in which user interviews are done of anywhere researching on what to build and trying to understand the problems the customers are facing. So this is one scenario wherein user interviews is done. The second scenario would be when you understand the problem and have a prototype or basic markup that you wanted to validate. Now, if you're working at a start-up and you all, you don't have a start-up right now. If you're not working at a start-up and you just have an idea. And let's say you understand the problem and you think you have a solution to, which is not completely built out, but it's just a prototype or a basic markup that you have got done with the help of the designer. And let's say you want to validate whether this product would be the right solution to solve this particular problem for your users. Then in that particular case, you might want to do user interviews so as to validate this particular prototype or the marker. Now, if this is not done basically, and if you're directly jump onto engineering and if you build out a product and you ship it to your consumers, and then you realize that, hey, this is not what actually users would warned, but this product can be tweaked in this way. So in that particular case, you lose a considerable amount of engineering bandwidth and you are essentially at loss in terms of money and time. So it becomes essential in this scenario for doing user interviews. The third scenario would be when you are looking to find problems or validate efficiency of an existing product that you have already built. So let me give you an example. If you are trying to figure out if people are not converting on your payment speech, then you would want to figure out, hey, why are people not converting on the beam in speech? Are they able to see the button clearly? What, what does a shoe there? So in this particular scenario, you might want to talk to few users who have dropped out from the payment speech to understand what is the problem that they're facing, or is the payment facility efficient enough to collect payments? Was that our technical issue there? So this is how a user interview helps in this scenario. So let's talk about the first scenario. That is when you are researching on what to build and Brainbow understand the problems that your customers are facing. So in this particular case, when you are researching on what to belly and brain to understand what customers are facing, you will do some market research and see different problems that users are facing. And based on your findings, you will pick a problem that you feel is worth solving. Now, this problem picking would be based on your market research, how big the problem is, and also the market sizing. So once the problem is picked up, you typically find an ideal person who is likely to have the problem that you're trying to solve. Now, this ideal person will also belong to the customer segment or the group of users that you initially considered. Then with this user, you do user interviews and you talk to the person to understand more about the problem and what does he do as of today to solve this particular problem? So if I have to give you an example, imagine that you're working for a startup called Frodo, and we're always one-off are examples startups for the scores. So very dough basically allows you to book rights, right, from your mobile app. And let's say you are exploring if launching rid of or businesses would solve a problem, like simplified business travels for deadlines and employees. Will it solve any sort of problem for businesses basically, so freedom for consumers is already out there, but you are planning to launch a new vertical for businesses. Now, this solution would not only help businesses by fulfilling the travel needs for the employees and Klein's also, but it would also help employees and clients with easy expensing and with easy access to on the ground transportation on the goal. Now, yo you will be doing some market research and seeing what problems businesses are typically facing with regards to managing business travel of the employees and deadlines. If this is a problem that they are facing, then we'll rid over businesses solved this problem for them. And for validating this, you need to talk to your users who will face this kind of problem, and your target users or your target audience in this particular scenario would be the HR managers and finance managers of large companies. Because these are the people who are typically handling these things, like expensing for business rights, et cetera. So you will be talking to some HR managers and finance managers of large companies. And you will try to understand how do we solve this problem or how they're managing distinct 2D and if this particular solution will help them ease their life. So this is how you will research and conduct interviews when you're figuring out on what to build and trying to understand problems that customers are facing. So let's talk about the second scenario wherein you understand the problem. You have a prototype or a basic mockup that you want to validate that your users. So now, when you understand a problem, you will have few ideas around how the problem can be solved. And you take these ideas to design, you work with designed to get a prototype ready. And then you adopted a customer and understand if D would be willing to use something like this. And you show them your design product or prototype. And they use something like this to solve this particular problem. So in case of our example with riddle, if you have identified a finance managers and HR managers that are managing expenses for business travels. You can create a mockup, can have simplified dashboard mechanism. You will, you can have some functionality. You can breed them and what the functionality and you can take does design and brief to them and you can talk to them and explain them and understand what their reaction is. Two, this, would this be something they would be willing to use to make their life easier? Let's talk about the third scenario. When you're looking to find problems or validate efficiency of an existing product that you've already built. So in this particular case, you have a product already in the market and it's being used by lots of users. And you can essentially talk to an existing user to understand the pinpoints in existing product. And you can also bounce off some ideas around how they would want that to be fixed. So if we have to consider our example of Riddle, wherein it's gab booking app. So let's assume that you are seeing a high number of drop-offs on the login screen. Now, you're, you already have a product out there which are consumers already using. And you're facing a problem now. Now your, you have people using it and people are dropping off on the first screen. And let's say that junk is huge and you want to optimize it. So how would you optimize the typical metric for this that you will measure is to improve the conversion from the login page to the next screen for your users. And in this particular case, you would want to talk to your users who have dropped off from the login screen. So you can find out who are those users who have dropped off from the login screen and understand the reason behind this. Like reasons can be anything you know, like and you will know the reason when you adopt your users. So reason could be like, did the CDA button for login clearly, did they see any messaging or anything which they didn't like and they wanted to drop off and the torqued off going for another option out there in the market. So what is the exact issue? So based on the user interviews that you do with these users, you will understand their pain points and the issues that you have in the current product. And based on the findings, you will get it fixed. So let's summarize gaze. So in this lecture, we spoke about what our user interviews and what are some of the scenarios in which you will do using interviews with your users. So I hope you guys enjoyed this class and vaunted valuable. I'll see you guys soon. Thank you. 3. Why should you conduct user interviews: Hello guys, welcome back. So in this lecture we are going to talk about why should you conduct user interviews. By the end of this lecture, you will have a clear understanding of why user interviews I've done and what are the benefits of understanding your customer and how it can help you reduce the business risk. So let's get started. So why user interviews? So, user interview, it's a type of user research method and it's very, very important part of the entire product development process. And does it because at the end of the day, very few companies feel if they are not able to build technology, but most companies will fail because they don't have enough customers who are paying them. The goal of every product should be to make your customers life easier. And hence, it's very important for you to understand your customers really, really well. If you understand the customer well, Jew are more likely to build the right solution. And organizations benefit from this, since companies don't have to invest a huge amount of engineering resources into product building only to know that the product is not solving problems for its customers. And hence, talking and understanding chooses heads company save time on product building and minimizes the risk of failure after investing heavily into the product. So talking to the customer is a relatively cheaper option than investing into engineering and putting out the product out there for users. And you later on get to know that the product is not solving the needs of the real users. So thats what about why you should conduct user interviews and understanding customers also makes sure that company business or right product targeted to the right set of users. And this helps minimize the risk of falling in love with the product, often, which is a very good father company. So let's talk about some of the benefits of understanding your customer. And the first benefit here would be reduced business risk. So user interviews or understanding your customer reduces business risk by challenging your assumptions around your target customers on who they are and what do they need? Why would they buy, how would they buy, etc. So it answered all your question. It will test all your assumptions and it will challenge you to think in the right direction. And because you are thinking in the right direction, your business risk is reduced because you have opted for or relatively cheaper mode. And you are understanding your users and you are on your part to build the right product. It also helps save costs and time in the long run. So understanding your customers will help you do this because you have done enough of research with customers on what they want and you're more likely to build the right solution in the first goal rather than building a solution first and then realizing that the solution is not what the users wanted. So lambda one is or trickier situation when you're put out a product out there only to realize that it's not what users want and uses wanted something else in the first place. So this helps you save cost and time in a long run, which is very important for startups. User interviews also bring users to the centre. So when you talk about user interviews and when you discuss the outcomes and everything with your team, your user basically sits in the center. And without users, there is no business at the end of the day. And customer development helps organization to build processes, to bring customers to the center so that organizations can build what uses exactly want. Not the other way round. User interviews or understanding your customer helps you understand which features are important. So while you understand customers, you get to know the market well and also you understand which features your customers would love mode and which features would essentially create value for them. And this understanding will help you create a MVB that attract a wider set of audience. And it can make that MVB launch video really, really successfully. User interviews or understanding your customer also help you correct actions. So understanding your customers, you can correct or change your plans based on the customer feedback you get. Changing plans would be easier and would be less hassle, rather than building the entire solution, releasing it to users, and then realizing it is not working out. So initially it's fairly easy to change your plans because you have not yet started working on the product. So let's summarize. So in this lecture, we understood why you should conduct user interviews and what are the benefits of conducting user interviews? So we spoke about this in the did, and I hope you guys enjoyed this class and found it valuable. I'll see you guys soon. Thank you. 4. Finding people to interview: Hello guys, welcome back. So in this lecture we are going to talk about how can you find people to interview. And by the end of this lecture, you will have a better understanding of to send out process. And you would be able to go around and look out for people for doing customer interviews, fire product. So let's get started. So before you look out for customers, you need to be sure that you are clear on certain things. And I'll tell you what other different things that you should be clear on. So the first thing is the kind of people you want to interview. So you should ideally interview users who already facing the problem you are set out to solve. And you should already be aware of the kind of people or the properties or the behavior that the customer should have. Before thinking about interviewing. You should also have a clear understanding of your expectations from the session. So you should know what you would expect to get out of the session because this would then enable you to prepare in line with your goals. So this isn't nothing might like a cool setting that you are doing for this session. So I go to this user interview session and I come out with business outcomes. You would want to decide on what kind of interview you will take. So by kind of interview, I mean, whether it will be a face-to-face interview of video call or phone call. What would be the medium that you will use to conduct the interview? So you should be aware of this. Now, how much time will each interview dQ? So you also need to have a timeframe on how much time you will take off the interviewee so that you can communicate your expectations to him or her. And you would also need to decide on whether you would want to be your interviewees. So this is a common practice to reward users for their time. If the user is an existing user of your product, you can offer him and extended subscription or else you're going to offer him some goodies are Amazon gift cards. So it's a common practice to reward your interview is for the time that they devote. This also makes the proposal attractive for the interviewees. So now it's time to find people whom you can interview there and how to look for people depends on the stage URN on product building. And they can be following stages of the product but link. So step number one is you don't have a product but it out yet. Second stage would be you have a basic mockup that we want to validate with your customers. Now, you understand the problem here, but you are looking to validate the mockup or the idea and the thought behind it. Toward stage could be you are looking to find problems or validate efficiency of an existing product that is already built up. These are the three different stages of the product. Now, let's talk about a couple of stages, like the first two stages, you don't have a product build-out yet. Or when you would either understand the problem, have a prototype or a basic mockup that you wanted to validate. So the first two stages we will talk about and where you should look out for users. If you are in any one of these stages. So first place to look out for idle user would be forums and communities. So if you are not able to find enough people from the above two meter, you can target social networks, forums, et cetera. You can join Facebook groups and forums value are likely to find people that are relevant to you. So for example, if you are building, if you are planning to build a shopping app for that is targeted to kids basically. So it's likely that bearings would be using that app to shop products for decades. Now in this particular case, you have to tinker on, on very, you'll find these kinds of users. So your target audience is nothing but parents. Now under bearings also, again, for the segment, whether you weren't Django parents or older parents, or how old they are good should be. All of that you can do. And based on data, you can find Facebook groups that are dedicated to these kind of people. Like some groups on parenting you can take a look at and you can try reaching or people did and ask them or inform them about the product you're building and if they would want to spend some time. And you can also tell them about the reward that you can give them. So we'll talk about this shortly on how you can reach out to them. But for now, the second way to reach out to these people would be getting people to find you. So this is another way. And what this means is you can put up an ad elsewhere. Like Craigslist is one example wherein you can put up an ad and you can mention these things like what kind of people you are looking for. What will be the duration of the session? When do you want to do sessions? What would be your prerequisite information and what compensation or reward Gandy expect from you. So you can write as much as B if you can in the ad. And basically people can find you and reach out to you. And then based off the information that they provide, you can filter people on whom you want to Doctor. You can also scan through your first-degree connections and you can see if anyone fits in as your target user and let them know about your research or the product that you're building. The next way would be to use a tool, it's respondent dot IO. And this is a dual wherein you can specify your requirements for user research. And I'll just specify the gift and respondent will do the job of finding relevant people and you can screen them and you can talk to them ultimately. So this is where you can find people or when you don't have paradox built out yet, or when you have opera type or a basic markup that you want to validate. Now, let's talk about when you're looking to find problems or validate efficiency of an existing product that you have already built out. So product is already out there in the market and you are looking to solve some problems and validate efficiency. Now in this particular case, the first and foremost thing you need to do is you can look out for potential uses amongst your existing users. So if you have a product already in the market, there should be a first place to look out for users whom you can talk to. You can retrieve a list of users who fit into your expected persona and email them regarding your research and most likely they reply. You can also talk to your power users. So power users are users who use your product and recommend your product a lot. So they are like a fan of your product. So you can reach out to them and talk to them and let them know about the research that you're doing. And what do they think about this research? So let's summarize. So in this lecture, guys, we understood how you can find people to interview and I hope you have a clear understanding. We also understood how you can find people to interview based on the different stages of product building. So I hope you guys enjoyed this class and found it valuable. I'll see you guys soon. Thank you. 5. Preparing for user interview: Hello guys, welcome back. So in this lecture we're going to talk about preparing for using interviews. So by the end of this lecture, you will have a clear understanding of what are the things that you need to do before the user interview is conducted. And you will also have a fair idea of what are the things you're supposed to keep in mind when forming questions for your user interview. So let's get started. So before calling a customer or a potential customer, you should be prepared with what you are going to get out of the conversation and the kind of questions that you are going to ask. And hence, preparation becomes very, very important. Having a list of questions that you'll want answers for is a must before initiating a user interview. So let's take a look at some of the things that you're supposed to keep in mind when forming questions. So the first thing you're supposed to keep in mind is the question should be open-ended. So it's always good to ask open-ended questions that don't just end with yes or no. Question should be such that users are prompted to tell you stories because you might land up having some valuable information from it. For example, let me tell you an example question. So do you use Uber every morning? This is a very yes-no type of question and it's not prompting the user to tell a story. Instead, it's telling the user to just give one word answer yes or no. So you can reframe the above questions so that you can ask him like, So can you tell me how you use Uber? And now this is a better question because it allows users to talk en el story on his product usage. And it's likely possible that you might get some more information from this user because he, he's telling you stories. You might land up getting some information that you have not taught off. The next point it is suppose to keep in mind is get to know how your users solve problem today. So you should have an understanding of how your users solve problem today, which you are set out to solve. This could give you a valuable insight of how your users deal with this problem today and how effectively can you solve it better for them? The next point would be avoid leading questions, which already assumes obese of information. Now what does that mean? So if you ask a question, how frustrating was your experience with the last ride you took? Now you're you already assuming that the experience was frustrating? Instead, you could reframe this question and ask it like, how was your experience with the last radio talk? Now this is modal open-ended and it's not assuming any piece of information. Your last question can be is then anything is you feel I should have asked about the particular topic name. And this topic name can be the topic that you are interviewing user about. Now this gives you the liberty of adding some points which you might not have focused on or turn off. You should also keep writing a list of questions and then it read over it. After a first few interviews. If you feel that they needed a change or you should read them a little bit, it is always great to do some research on who you think your competitors are. There is a fair possibility that your users might not think to seem products as your competitors and might have a completely different view about them. This will definitely help you get a different perspective on death hearts. After you have the list of questions, step back and ask yourself if this question will deliver the information you require since this entire process has to be outcome driven. So let's summarize guys. So in this lecture, we spoke about how you can prepare for your user interviews. We also took a look at some of the pointers that you are supposed to keep in mind. Why framing questions that you are going to ask your users. So I hope you've enjoyed this class and found it valuable. I'll see you guys soon. Thank you. 6. Conducting interviews: Hello guys, welcome back. So in this lecture we are going to talk about conducting user interviews. And by the end of this lecture, you will have a clear understanding of how you're supposed to conduct user interviews and what are the few things that you need to take care during the user interviews? So let's get started. So now's the time to talk to your users. Once the user is dead, greed them and have a broad smile, PO friendly, and build a solid rapport. Make sure you make the user comfortable. There are few things that you're supposed to take care during the interview. So the first thing is what's right or wrong? Before you start the interview, let the user know that there are no right or wrong answers. It is just a part of your research and he can feel free to tell whatever he feels like. She also need to make sure that you start simple. You should start with simple questions first, so that the user gains confidence and feels easy. Do not rush. So don't rush to the questions and go at a natural piece. Let the user speak most of the time. Remember, your goal is to gather as much information from the user, and hence, you have to be a good listener rather than a good speaker. Don't start talking when he pauses for a pet. So this is one of the common mistakes that I have observed in my career while conducting these interviews. So I have seen people talking a lot in user interviews. Instead, they should allow users to talk mode because you have to be a good listener during the user interview. Don't get defensive. So there is a possibility that the user might criticize your product or service. So don't get defensive. Relax, string neutral, and try to understand more on what went wrong and how it could be improved. Find the tipping point. Now what does this mean? So if you're interviewing users for your ride-sharing app and user is I hate waiting for the right. Now, trying to get the answer for what would be the time that he would want to wait for instead? Is it ok, waiting for a minute? If not five minutes? What does this tipping point? Find that out? And this will help you make better product decisions. Like for example, if he says he's okay reading for a minute, but ten minutes is an ordered all. Okay. So you can make sure that waiting time does not exceed a minute since in a right always has some wait time. Just book and the right is there in front of you. It's not an instant process. So that is some wheat always involved. So you have to find the tipping point here. Finding the tipping point will help you and it will act as a guide for you to improve user experience so that you can always work and make the wait time lesser for your users. And in this particular scenario, you have to find the definition of less for your users. What does that mean for your users? Is it a minute? Is it a two minute? You have to find that tipping point. Next point would be record the interview. It's always good to record the interview. Instead of taking notes, there is a risk of missing something with the north, and this risk goes away when new record. So video recording is recommended if you are showing users the prototype, you can record the expression of your users. If you still decide to take notes, I would recommend having a note-taker along with you in the meeting so that you can focus on the participant and you can focus on conducting the user interview in the right way. Now, recording the interview has to be done with the user's permission. So you should make sure that you let the user know that whether he's okay. If you record the interview, if he's not OK, then it's fine. Like you can have a note-taker and let him take the notes, but always try for having recorded sessions. If you have never taken a user interview, I would recommend you to practice it first with a few times with your colleagues and then do one with the real user. So practice is what will make you perfect. Okay? So let's summarize. So in this lecture we understood how can you conduct user interviews and what are the things that you are supposed to consider during the user interview. So I hope you guys enjoyed this class and found it valuable. I'll see you guys soon. Thank you. 7. Summarizing and drawing conclusions from interviews: Hello guys, welcome back. So in this lecture we are going to talk about summarizing and drawing conclusions from the user interviews. By the end of this lecture, you will have a fair understanding and some tips that you can use to summarize and draw conclusions from the user interviews that you have conducted. So let's get started. So you are other things that you're supposed to keep in mind. One z interviews or immediately note down the important things that you've got to know in the interview. Be sure to note down reactions like, I love this feature would be awesome to have this. If the user says, it's nice to have this feature, I would not use it, but I'm sure others would, as opposed to ignore that feature because it does not make sense. So every interview will bring you closer to understanding if your hypothesis is valid, if you are not getting results as expected, there is a chance that you are talking to the wrong set of users. Try changing the persona and see the results again. If it continues to be the same, your hypothesis might be incorrect. Also during the interview, if very few people are excited about a solution, you could have a sizing problem, which means you weren't are enough users or customers who might want to use your product once you launch it. If too many customers are in treating older seam points or seen pinpoints again and again. You might want to reconsider it. That can be a better opportunity for you to solve. If you have taken many user interviews and only one personnel asked for a particular feature, you might want to check if more people are asking for that same thing. Building something, because only one user has asked for is not worth it. You need to find more people all want to use that same feature. So let's summarize. So in this lecture we understood and we took some depths on how you can summarize and draw conclusions from user interviews. So I hope you've enjoyed this class and found it valuable. I'll see you guys soon. Thank you.