Hosting customer interviews (or conducting ethnographic research) is a critical step in the Design Thinking process. Through these exploratory interviews the Design team is able to gain a deeper understanding of the customer’s spoken and unspoken needs. Deep dive interviews provide a tremendous opportunity for the Design team members to spend time with the end users and to listen to the customer’s stories about how they experience the organization’s products and services. As the team conducts interviews and engages customers in storytelling, the Design team can dive deeper into the customer’s values, beliefs, and motivations by asking appropriate follow up questions.
It is through this process of interviewing for empathy that the Design team is able to become more human-centered – gaining clarity on the customer’s specific situation, context, behaviors, needs, challenges, and goals. In the later phases of the Design process, when the team begins to think about solutions, it is the customer’s stories that will serve as the inspiration for what solutions are created.
To view our other available tools and templates, please visit our online resource page. All PDF versions of our tools are free to download.
All of our tools and templates are available in Word or PowerPoint format to allow organizations to purchase and customize the templates to their brand standards.
The Deep Dive Interview is a key topic discussed in our Design Thinking Fundamentals course. To learn more about the course and the other Design Thinking tools, please visit our Design Thinking Fundamentals Certification Course.
The Design Thinking Course teaches a creative problem-solving that will give any professional an advantage in their industry or career.
This course will help expose the learner to various design thinking tools and mental models – all with the emphasis on innovating through creative problem-solving.
Our objective is to provide the learner with practical tools for applying a versatile 3-step design thinking process within their organizations. Through this framework, the learner will be able to reframe problems from the customer’s perspective. With this perspective in mind, the learner will drive improvements around the customer experience using tools such as deep-dive interview, journey mapping, empathy mapping, and rapid prototyping.
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