Assign team members to conduct interviews

Customer interviews work best when led by someone skilled at facilitating conversations, often a UX researcher or product manager. The interviewer's job is to make participants feel comfortable and guide the discussion naturally.

While the product trio (product manager, designer, and software engineer) should all participate in discovery, bringing too many people into an interview can make customers feel interrogated or stressed.

A good approach is having one person lead the conversation while one or two others quietly observe and take notes. If you don't have a dedicated researcher, team members should develop interviewing skills so anyone can lead when needed. Rotate who conducts interviews so the team builds this habit collectively rather than relying on one person.

When everyone can take turns leading interviews, the team stays connected to customer insights and creates a more dynamic discovery process. Just remember to keep the actual interview room small and focused to maintain a comfortable environment for participants.