Guide to finding interviewees and design partners

Launching a startup is exciting but also full of unknowns. You’ve got an idea, maybe a design, or even better a prototype, but how do you work out if it will resonate with people?

That's where interviews come in!

We all get how nerve racking it can be to talk to people, especially ones you don't know. But to truly understand your market and the problem you are solving. You need to talk to real people.

The more you speak to people who are facing the problems you aim to solve the better. You will be shock at how a simple conversation can either confirm or completely change your idea.

At Spring we can show you how.

Why your first round of feedback matters

The first feedback you get for your idea can either validate it or send you back to the drawing board. And that's a good thing, as hard as it may sound. I understand we all love our own ideas. But it's better to find out early that our idea needs a few tweaks or changes, rather than investing lots of time and even cash for something people might not want or need.

The right conversation can reveal things you never thought of. They will be able to showcase features or pain points you are looking to solve. Ultimately these conversations shouldn’t just provide insights but they should write your roadmap. And the correct roadmap can make all the difference in the trajectory of a company, and ultimately determine its success or failure

What are design partners?

So what is a Design Partner? A design partner is a startup's first customer who provides feedback to help improve the idea. These partners don't just give anecdotal feedback, they help co-create the solution. They are normally so invested in seeing you succeed ideally because you are solving something they are desperately trying to fix.

Working with design partners is more than just validation. It's a collaboration. They help you test your assumptions, refine your features, and they might even be your first paying customers.

Step-by-Step process to find people to interview or design partners

We understand finding the right person can sometimes be like finding a needle in a haystack. 

But let's break it down. 

Step 1: Define your target audience

First, who do you actually need to talk to? This isn’t about casting a wide net or bragging about your LinkedIn followers network. It's about precision. You need to get crystal clear on who your ideal customer or design partner is. Are they early-stage entrepreneurs? Busy parents?

The more specific you are, the better. Why? 

Because when you know exactly who you’re targeting, your outreach becomes 10x more effective. Plus, the feedback you get will be more relevant to your product.

Step 2: Leverage your existing network

Your next best interviewee might be closer than you think. Start with your existing network. Try mentioning it at the pub, your weekly sporting activity, even to your own family. You never know who within your closet networks might know someone in your target market. It’s all about that warm intro.

People love helping others, especially if the ask is simple and clear. Make it easy for them. Tell them what you’re working on, who you’re hoping to connect with, and ask for introductions.

You’ll be surprised how quickly people step up when you’re specific about what you need.

Step 3: Social platforms and communities

If your closest friends and family don't have what you’re looking for, time to go hunting online. LinkedIn, Twitter, Reddit, and niche Facebook groups are gold mines for potential interviewees. As cringy as it can feel, jump onto these platforms and start asking questions. 

It’s a lot like dating, you don’t want to be the person who just slides into DMs with a request right off the bat. You need to build some rapport first, then make your move. You’ll find that people are much more willing to help when they feel like there’s a real human on the other end of the conversation. Not just a confusing, convoluted messaging asking to be interviewed. 

Step 4: Cold outreach

When your warm network runs dry, it’s time to go cold. 

But cold outreach doesn’t have to feel, well, cold. Personalisation is key here. Don’t send out the same generic message to everyone. Make it relevant. 

Remember people’s attention on average is 8.25 seconds. So think creatively in order to firstly get their attention. Secondly to stay top of mind once they have hopefully read it. 

For example you could start by mentioning something specific about them or their work. Next explain how their feedback could make a real difference. It’s about making it clear that this isn’t just a one-way street.

Step 5: Follow up and work on forming relationships

You’ve had some great conversations. Now what?

Don’t let them fade into the background. Follow up and keep nurturing those relationships. You want to build long-term connections, not just one-off interviews.

A quick thank you note or a follow-up message asking for ongoing feedback can turn an interviewee into a design partner. And remember: these people might also become some of your earliest champions or even paying customers.

Crafting your discussion guide for interviews

Once you’ve lined up your interviews or design partner conversations, the real work begins. 

But don’t wing it! Having a structured discussion guide will ensure you get the most out of each interaction. You want to uncover insights, not just have a friendly chat.

Setting the stage for the conversation

First off, set the tone. You want the interview to feel natural, but focused. Start by explaining why you’re reaching out and what you hope to achieve. Be upfront about your intentions—whether it’s validating a problem, exploring solutions, or co-creating with them. People appreciate transparency.

And while it’s important to stick to a structure, don’t be afraid to let the conversation flow. Sometimes the best insights come when you’re a little off-script. Just make sure you cover your core questions and objectives before you let the conversation wander.

Discussion guide template

Here’s a simple template to guide your next interview:

1. Introduction

Objective: Break the ice, explain the purpose, and set the tone for the conversation.

Script example: “Thanks so much for taking the time today! I’m [Your Name], and I’m working on a product aimed at solving [briefly describe the problem]. I’m eager to get feedback from people like you who’ve had experience in this space. The goal here is to understand your challenges and get your thoughts on potential solutions, including one I’m developing.”

🔑Key tips:

• Keep it casual but focused.
• Explain why their input is valuable, setting expectations.
• Ensure the interviewee feels comfortable sharing openly.

2. Understanding their Pain Points

Objective: Uncover the interviewee’s current struggles and how they handle the problem you’re solving. Listen carefully for frustrations, workarounds, and unmet needs.

Questions to ask:

“Can you walk me through your current process for [doing X]?”

“What’s the biggest challenge you face when dealing with [specific issue]?”

“Have you tried other solutions to solve this problem? If so, what did/didn’t work?”

“What does this problem cost you—in time, money, or frustration?”

“Are there any hidden challenges or frustrations related to [problem] that people typically overlook?”

🔑Key tips:

• Let them tell their story; don't rush.
• Ask follow-up questions to dig deeper. For example, “Why do you think that is?” or “Can you tell me more about that?”
• Pay attention to emotional cues. If they get frustrated or excited, explore that further.

3. Exploring potential solutions

Objective: Learn how they think about solving the problem and what their ideal solution looks like. You’re looking for ideas that align with or challenge your product vision.

Questions to ask:

“If you could design the perfect solution for [problem], what would it look like?”

“What’s the one feature or aspect of a solution that would make a huge difference for you?”

“What’s more important to you—solving [specific part of the problem] or [another aspect]?”

“How much would you be willing to invest (time, money, resources) in a solution that truly worked for you?”

“Are there any existing tools or products that come close to solving this problem for you? What do they get right, and where do they fall short?”

🔑Key tips:

• Focus on understanding their ideal solution—this gives you insight into what they truly value.
• Don’t worry if their answer doesn't match your product 100%. Insights here will help you shape future iterations.

4. Feedback

Objective: Present your concept in a high-level way and gather feedback to validate or challenge your assumptions. Don’t make this a sales pitch—ask for candid reactions.

Script example: “So, I’ve shared the problem space with you, and now I’d love to get your thoughts on a potential solution I’m working on. Here’s the idea: [briefly describe your product or solution]. I’d love your honest feedback. Does this seem like something that would address your pain points?”

Questions to ask:

“What’s your first impression of this solution? Do you think it could solve [problem] for you?”

“Which part of this idea excites you the most? Which part leaves you unsure?”

“If you were to use this product, how would it fit into your workflow?”

“Are there any aspects of the solution you feel are unnecessary or missing?”

“How likely would you be to pay for or use this product? What would make it a no-brainer for you?”

🔑Key tips:

• Encourage honesty—assure them that negative feedback is just as valuable as positive.
• Resist the urge to defend your product if they offer criticism. Instead, dig deeper into why they feel that way.

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5. Validating product market fit

Objective: Test whether your solution truly resonates with them and if it aligns with the broader market need. Explore if they see themselves using it or if it’s solving an abstract problem.

Questions to ask:

“Based on what we’ve discussed, do you think this product could really make a difference for someone in your position?”

“What would make you switch from your current solution to this one?”

“Can you think of others in your industry or network who would find this solution valuable? If yes, why?”

“Are there specific reasons why this solution wouldn’t work for you or others you know?”

“How do you see the market for this kind of product? Is it something that feels urgent to solve?”

🔑Key tips:

• This section helps gauge whether your solution is solving a problem that feels urgent or is just a "nice-to-have."
• Don’t just focus on the interviewee—ask them to think about the broader market and others they know who face similar challenges.

6. Wrapping up

Objective: Conclude the interview by thanking them and establishing follow-up opportunities. If they seem interested, propose an ongoing collaboration as a design partner or early adopter.

Script example: “Thank you so much for your time today—your feedback has been incredibly helpful! As we move forward, I’d love to keep you updated on our progress. Would you be open to providing more feedback or testing future iterations?”

🔑Key tips:

• Always end on a positive note, expressing genuine gratitude.
• If they seem enthusiastic, nurture the relationship and consider inviting them to become a design partner.

7. Post-Interview reflection

Objective: Right after the interview, take a few minutes to jot down your thoughts. What surprised you? What resonated most? Capture these insights before they fade.

Questions for yourself:

“What were the key pain points they mentioned?”

“Did their feedback on my solution align with my expectations? If not, how?”

“What adjustments or next steps can I make based on what I learned today?”

What to do with the insights

You’ve had your conversations. You’ve heard some great feedback (and maybe some tough critiques). Now comes the crucial part—what do you actually do with all that information?

Your findings

After a handful of interviews, it’s easy to feel overwhelmed by the sheer volume of insights. Some people loved your idea, others didn’t see the need, and a few threw out suggestions you never even considered. Now, it’s time to make sense of it all.

Start by looking for patterns. Are multiple people flagging the same issue? Are they excited about a particular feature or stuck on a specific pain point? The goal here is to filter out the noise and focus on the common threads. Those recurring themes are your map—they tell you what really matters to your target audience.

Use a simple method: create a list or a spreadsheet with the main themes from each conversation. Look for overlaps. The more a point comes up, the more you need to take it seriously.

Turning feedback into action

Insights are great, but only if you act on them. Once you’ve identified the key takeaways, it’s time to translate them into concrete actions. Maybe your product needs a small pivot, or perhaps you need to rethink a feature entirely. Whatever the case, the feedback you’ve gathered is gold, but it’s only valuable if it influences your next steps.

Start by prioritizing the feedback. Not all insights carry the same weight. Ask yourself: which changes will make the biggest impact? Which features seem essential versus nice-to-have? Make a game plan, assign tasks, and keep moving forward.

Validating your product market fit

Now that you’ve processed the feedback and started making adjustments, you’re one step closer to that elusive product/market fit. But don’t stop there. The goal is to constantly refine and validate your idea, based on real-world input.

Think of your interviews as the first round of validation. The next step is implementing changes, testing them, and repeating the cycle. This constant iteration is what will bring you closer to a product that not only meets your users' needs but also makes them want to pay for it.

And here’s the bonus: once you’ve built a product with your users’ needs in mind, you’re going to have a much stronger pitch when it’s time to raise that first round. Investors love founders who’ve done their homework.

Building momentum with your insights

You’ve done the legwork. You’ve had meaningful conversations with real people who care about the problem you’re solving. You’ve gathered invaluable feedback and made crucial adjustments. Now, you’re not just building a product—you’re building momentum.

Every interview, every design partner relationship, and every insight you gather is a step closer to building something that people truly need. These conversations aren't just about validation; they’re about growth. They show you where to go next and help you avoid costly mistakes along the way.

And here's the best part: when you’ve taken the time to understand your customers deeply, you’ve not only built a better product, but you’ve also laid the foundation for a stronger pitch to investors. They want to know that you’ve done the research, tested the assumptions, and are building something that’s solving real problems.

At Spring, we believe in the power of these early steps. This is where businesses are born and, more importantly, where they thrive. By talking to the right people and using their insights to refine your product, you’re setting yourself up for long-term success.

So keep the conversations going. Keep refining. And when the time is right, you’ll be more than ready to raise that first round.