Customers describe an idealized version of their world in interviews. To understand their true problems and workflows, you must be physically present. This uncovers the crucial gap between their perception and day-to-day reality.
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The most effective first step to improve developer experience (DevEx) is not building automation or buying tools. Instead, conduct a 'listening tour' with developers about their daily friction. This uncovers high-impact, low-lift opportunities that premature solutions often miss.
Users aren't product designers; they can only identify problems and create workarounds with the tools they have. Their feature requests represent these workarounds, not the optimal solution. A researcher's job is to uncover the deeper, underlying problem.
Brainstorming cannot reveal the true friction in your customer experience. Following JetBlue's example, leaders must regularly become their own customers. This practice uncovers how high-level decisions inadvertently create flaws in the customer journey that are invisible from the boardroom.
While AI efficiently transcribes user interviews, true customer insight comes from ethnographic research—observing users in their natural environment. What people say is often different from their actual behavior. Don't let AI tools create a false sense of understanding that replaces direct observation.
People are unreliable at predicting their future behavior. Instead of asking if they *would* use a new feature, ask for a specific instance in the last month where it *would have been* useful. If they can't recall one, it's a major red flag for adoption.
It's not enough for platform PMs to interview their direct users (developers). To build truly enabling platforms, you must also gain wider context by sitting in on the developers' own customer interviews. This provides deep empathy for the entire value chain, leading to better platform decisions.
Standard questions like 'What's your biggest pain point?' often yield poor results. Reframing the question to what work a customer would offload to a new hire bypasses their pride or inability to articulate problems, revealing the tedious, high-value tasks ripe for automation.
