Framework
Three ways to sort dormant user interviews
A framework for analysing interviews with users who still pay but have stopped using a product. Sort each interview by whether the user can be won back, why they drifted and whether a habit ever formed, then cross the three to pick a playbook, such as a re-onboarding sequence or an honest pause-or-cancel flow. Koji can theme interview answers into these groups automatically.
Where this appears
What's in this framework
- Recoverability: Recoverable: a life or workflow change, forgotten value, a broken habit. Lost cause: a competitor solved it or the problem is gone.
- Root cause type: Latent value seekers still have the job but lost the trigger. Others switched tools, or their role or project changed.
- Habit state: Habit broken: a routine was disrupted, so restore the trigger. Never formed: they need re-onboarding, not reactivation.
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<a href="https://www.koji.so/visuals/dormant-user-interview-analysis-framework"><img src="https://www.koji.so/visuals/dormant-user-interview-analysis-framework/dormant-user-interview-analysis-framework.png" alt="Framework for sorting dormant user interviews on three axes: recoverability, root cause type and habit state." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/dormant-user-interview-analysis-framework">Three ways to sort dormant user interviews</a>, Koji</p>
