Stakeholder Interview

01 Lean

Project Vision

1. What is your vision for this offering?

2. How will you, personally, define success for this project?

3. What worries you about this project? What’s the worst thing that could happen?

4. What should this project accomplish for the business?


1. Different types of users (salesperson vs supervisor vs analyst)

2. Who is primary?

3. Role(s)?

4. Typical Background?

5. Defining Attribute?

Value proposition

1. What problems do users have that this offering solves?

2. What is the core value prop of the offering?

3. What are the main marketing messages?


1. What similar tools are in use today?

2. Target Market? Value Proposition?

3. What are their relative strengths/weaknesses?

4. How is this offering different?

Your customers

1. Target market(s)?

2. What role is your team selling to?

3. What problem do they have that your offering solves?

4. Who is their competition?

5. How are they differentiated?

Context of use

1. What tools do they use today? Where do those tools fit? (collect screenshots, printouts, any relevant articles if possible).

2. What data points do they collect today? What insight are they able to share with customers today? How do they share it? What does it look like?

3. What’s missing in the current process that this tool will provide?

4. Where do you imagine your new (or redesigned) offering will fit?

User goals

1. What defines success? (if an experience goes well, what happens, commission? bonus?)

2. What are bad results? (If an experience doesn’t go well, what happens?)

3. If users had a “magic wand” and could wish for anything to make the process better, what would they wish for?