3. Why empathy?

4. Human centered

6. Why empathy? Human centered People will surprise you

8. Why empathy? Human centered People will surprise you To inspire

11. How empathy?

14. What are we looking for?

15. Expressed Needs

16. What are we looking for? Expressed Needs Latent Needs

17. What are we looking for? Expressed Needs Latent Needs Work-Arounds

19. …uncover needs that are meaningful to THEM. (NOT you.)

20. The beginner’s mindset… Not judging Questioning everythingTruly curious Finding patternsGreat listener

21. Immerse. Observe. Engage.

26. Adventure Series: Cozy Camp

27. Immerse. Observe. Engage.

30. Intro Yourself Intro Project Intro Yourself Build Rapport Evoke Stories Explore Emotions Question Statements Thank & Wrap-up Anatomy of an Interview

31. H2 Prep for an Interview Question brainstorm Finding themes Question refinement

32. H2 Prep for an Interview Question brainstorm Finding themes Question refinement

33. Can you tell me about the last time you went to the gas station? Walk me through your steps— What do you do first? Next? What were you doing while waiting for it to fill up? When driving up to the gas station, how do you feel?

34. Team Roles: Lead interviewer Secondary interviewer Capture

35. Interviewing Rules 1 st RULE: You do not say ‘usually’ when asking a question.

36. Interviewing Rules 1 st RULE: You do not say ‘usually’ when asking a question. 2 rd RULE: If someone says “I think” or states a belief or seems to prefer one thing over another, then the conversation is NOT over. Ask why that’s important.

37. Interviewing Rules 1 st RULE: You do not say ‘usually’ when asking a question. 2 rd RULE: If someone says “I think” or states a belief or seems to prefer one thing over another, then the conversation is NOT over. Ask why that’s important. 3 th RULE: Only 10 words to a question.

38. Interviewing Rules 1 st RULE: You do not say ‘usually’ when asking a question. 2 rd RULE: If someone says “I think” or states a belief or seems to prefer one thing over another, then the conversation is NOT over. Ask why that’s important. 3 th RULE: Only 10 words to a question. 4 th RULE: No leading questions.

39. Interviewing Rules 1 st RULE: You do not say ‘usually’ when asking a question. 2 rd RULE: If someone says “I think” or states a belief or seems to prefer one thing over another, then the conversation is NOT over. Ask why that’s important. 3 th RULE: Only 10 words to a question. 4 th RULE: No leading questions. 5 th RULE: Capture the interview!

40. User Empathy Map

42. Extreme Users

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