Ask, Observe, Listen
This interview approach encourages users to share stories rather than give yes/no answers.
What are open-ended questions?
This type of interview question unintentionally pushes users toward a preferred answer.
What is a leading question?
Design thinkers ask this type of question to uncover motivations instead of surface facts.
What is a “why” question?
“Don’t you think this feature saves time?” is a weak interview question because it violates this empathy principle.
What is avoiding bias (or avoiding leading questions)?
This empathy method focuses on watching what users do rather than relying only on what they say.
What is observation (or ethnographic observation)?
Design thinkers repeatedly ask “why” to move from symptoms to this deeper level of understanding.
What is the root cause (or underlying need)?
In user interviews, this practice helps build trust and encourages honest responses.
What is active listening?
When a user’s actions contradict their words, design thinkers prioritize this type of data.
What is observed behavior?
A user says, “The app is confusing,” but keeps using workarounds. This insight mainly comes from this empathy method.
What is observation?
An interviewer asks, “How do you currently solve this problem?” instead of “Would you use this solution?” to avoid this common empathy mistake.
What is solution bias?