Process
The four moments of a switch interview timeline
The four moments of a Jobs to Be Done switch interview timeline: first thought, passive looking, active evaluation, and purchase and onboarding, each with the question that opens it and the force that shows up there. It is for product teams and researchers who interview recent switchers. Use it as the spine of the interview. Koji can run switch interviews by voice and probe each moment.
Where this appears
What's in this process
- First thought: When did you first realize the old way wasn't working? Push starts to build here.
- Passive looking: What were you doing once you started looking around? This is where pull begins.
- Active evaluation: When did you start seriously comparing options? Anxiety peaks at this point.
- Purchase and onboarding: Walk me through the moment you decided, and what almost stopped you.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/switch-interview-timeline-four-moments"><img src="https://www.koji.so/visuals/switch-interview-timeline-four-moments/switch-interview-timeline-four-moments.png" alt="Process showing the four moments a switch interview rebuilds: first thought, passive looking, active evaluation, and purchase and onboarding." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/switch-interview-timeline-four-moments">The four moments of a switch interview timeline</a>, Koji</p>
