Interview Question Bank

Pull from this — don't read it aloud question by question. Ask in small themed batches
(3-4 at a time, the AskUserQuestion limit), react to answers, and follow the threads
that open up. Skip questions that research already answered or that don't apply. The
goal is grounded context, not a completed form.

Default to AskUserQuestion widgets. Each → widget: line below gives a starting
menu; fill the options with what your research found (the detected platform, their real
channels) and lead with the most likely answer. The tool always adds an "Other"
free-text escape, so options never trap the user. Questions marked → prose resist
widgets (exact numbers, open narrative) — ask those in plain text, ideally as a short
follow-up after a widget batch.

Each theme lists the core questions plus follow-ups worth chasing.

0. Setup (ask before researching)

The domain is already resolved in SKILL Step 1 — don't re-ask it here. Setup below is
the Step 2 batch.

Do you have any existing context files, brand guidelines, personas, or strategy docs
I should fold in? → widget: Yes, I'll share them / No, start fresh.
Do you record customer or sales calls in Gong or Fellow? If so, should I pull the
transcripts and mine them for context?
- → widget: Yes — Gong / Yes — Fellow / Yes — both / No, skip transcripts.
- Follow-up: which calls matter — a specific account, a date range, or all of them?
  (Used to scope the transcript pull in research.)

1. Goals for the year

What does success look like this year for the business?
If you could only improve ONE of these this year, which? (Single choice — this is the
priority signal that feeds Goals & priorities in the file, distinct from what they
merely track in Theme 3.)
- → widget: Conversion rate / AOV / ROAS / Total revenue / Retention — adapt to the
  business (add wholesale growth, a sub-brand, a new market if research surfaced one).
Any specific initiative or launch that has to land this year?
Follow-ups: Revenue or growth target? New market or channel? A turnaround on
something that's underperforming?

2. Where you think you're losing money

Where on the site does it feel like money leaks out?
- → widget (multiSelect): Checkout / Cart / PDP / Search / Collection pages / Mobile
  vs. desktop / Paid traffic that doesn't convert. Multi-select — leaks rarely have one
  home.
Have you seen this in data, or is it a gut feel?
- → widget: Seen it in data / Gut feel / Both. (Label which in the file.)
Follow-ups: Any specific PDPs, collections, or flows you already worry about? Does
checkout feel solid, or do people fall out there? How's mobile vs. desktop?

3. Performance targets & current numbers

→ prose: What's your target vs. current ROAS? Target vs. current conversion rate?
AOV? These are exact figures — ask in plain text; widgets can't capture a number.
Which of these do you already track week to week? (Feeds the Performance targets
table — same metrics as Theme 1, but here the lens is what they monitor, not their one
priority.)
- → widget (multiSelect): Conversion rate / AOV / ROAS / Revenue / Sessions or
  traffic / Bounce or exit rate / Retention or repeat rate.
Follow-ups: A benchmark you measure yourself against?

4. The customer (in their words)

Is there a B2B / B2C split? Roughly what's the revenue mix?
- → widget: Pure B2C / Pure B2B / Mostly B2C with some B2B / Mostly B2B with some
  B2C / Even mix.
Do you have buyer personas, formal or informal?
- → widget: Formal documented personas / Informal sense of them / None yet.
→ prose: Here's the important one — is there anything about how your store works
that makes standard e-commerce metrics misleading? (Minimum order values/quantities,
multi-visit research before buying, bulk/trade buyers, a page that "converts badly"
but is doing its job.) Keep this open — the unprompted answer is the whole point;
don't reduce it to checkboxes.
Follow-ups: Who's your most valuable customer? How do you tell a high-value customer
from a tire-kicker in your data? Any past analysis that got your business wrong?

5. Tech stack & site quirks

What platform is the store on? (Confirm what research found.)
- → widget: Lead with the platform research detected, labelled (likely) — then
  Shopify / BigCommerce / Magento or Adobe Commerce / Salesforce Commerce / WooCommerce
  / Custom.
Is checkout the platform's native checkout, or customized?
- → widget: Native / Customized / Fully custom / Not sure.
Custom theme or a stock/standard one?
- → widget: Custom theme / Stock theme / Lightly customized stock.
Follow-ups: Who's your payment processor and any separate vaulting provider? Key
apps — reviews, search, loyalty, subscriptions, analytics? Anything fragile where a
code change is risky? Is your repo connected to Claude? Any staging store?

6. Deployment & dev team

Who builds and ships changes right now?
- → widget: Internal engineers / An agency / A freelancer / No one technical.
  (This answer reshapes the follow-ups — branch on it.)
Is there a staging or test environment, or do changes go straight to production?
- → widget: Staging then production / Straight to production / Not sure.
How cautious is the team about merging changes — especially AI-suggested ones?
- → widget: Very cautious, heavy review / Moderate, normal review / Move fast, light
  review.
Follow-ups: What's the typical process to get a change live? Who reviews and
approves? For an agency — retainer or hourly, how fast, new to AI workflows? What kind
of change is easiest vs. hardest to get merged?

7. Support / CS workflow

How big is your support team?
- → widget: No dedicated support / 1-2 people / 3-10 / 10+.
Do you use a ticketing system, or handle it some other way?
- → widget: Dedicated tool (Zendesk, Gorgias, etc.) / Shared inbox / Ad hoc, no
  system.
Follow-ups: When something breaks on the site, how does it get flagged and fixed?
Cross-team visibility, or does it live in inboxes? Any appetite for process change?

8. Marketing & channels

Which channels do you use today?
- → widget (multiSelect): Paid search / Paid social / Email / SMS / Organic social /
  SEO / Affiliate or influencer / Marketplaces. Pre-check the ones research surfaced.
Which feels like your single biggest near-term growth opportunity?
- → widget: Offer the same channel list single-select, framed as "most upside."
Follow-ups: Which channels are working vs. underused? Email program maturity? Paid
vs. organic mix? Strong seasonal patterns? Any channel you know you're neglecting?

9. How you want Claude to work with you

This whole theme is option-shaped — ask it as one or two widget batches (4 questions max
each).

Direct and concise, or more thorough?
- → widget: Direct and concise / Thorough and detailed / Depends on the task.
Plain language, or comfortable with technical detail?
- → widget: Plain language / Technical is fine / Mix depending on topic.
When you ask for something, do you want it produced, or options to choose from?
- → widget: Just produce it / Give me options first / Depends on the stakes.
Should Claude plan before acting on big tasks?
- → widget: Always plan first / Only for big or risky tasks / Just go.
Follow-ups: How opinionated do you want it to be? Any tone or formatting
preferences? Brand spelling conventions to always apply?

Closing

Anything important about the business I didn't ask that Claude should always know?
Of everything we covered, what are the two or three things Claude must never get
wrong about your store?

Use the answer to that last question to build the standing-reminders checklist at the
end of the file.

Interview Question Bank