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 Duration 7 hours

Course Outline

Introduction

• Understanding product failure: the risk of building solutions for non-existent needs

Customer Interviews

• Developing an effective interview guide
• Formulating questions that prevent bias
• Synthesizing key takeaways from conversations

Journey and Process Mapping

• Constructing a comprehensive customer journey map
• Isolating critical pain points within the process

From Insights to Action

• Translating insights into actionable hypotheses
• Converting hypotheses into prioritized backlog items

Prototype Testing

• Validating concepts economically before development
• Collaborating with UX professionals on prototype refinement

Practice

• Executing an interview round and journey mapping exercise on a real case

Summary and Next Steps

Requirements

Prerequisites

• No previous experience in customer research is necessary

Target Audience

• Product Owners and product managers
• UX designers and researchers
• Business teams seeking to make evidence-based decisions

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