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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
• Asking neutral questions to avoid influencing the customer
• Synthesizing the data gathered

Journey and Process Mapping

• Charting the complete customer journey
• Pinpointing genuine friction points

From Insights to Action

• Formulating hypotheses from gathered insights
• Converting hypotheses into structured backlog items

Prototype Testing

• Cost-effective idea validation prior to development
• Collaborating with UX teams on prototype creation

Practical Application

• Executing an interview cycle and journey mapping exercise on a real-world case

Summary and Next Steps

Requirements

Prerequisites

• No previous experience in customer research is necessary

Intended Audience

• Product Owners and product managers
• UX designers and researchers
• Business teams seeking to drive decisions with evidence-based customer data

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