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 Duration 7 hours

Course Outline

Introduction

• Understanding product failure: The pitfalls of developing features that do not align with genuine customer needs

Customer Interviews

• Developing a structured interview framework
• Formulating open-ended questions to avoid influencing customer responses
• Integrating and interpreting qualitative data

Journey and Process Mapping

• Visualizing the end-to-end customer experience
• Identifying critical friction points and pain areas

From Insights to Action

• Converting qualitative insights into testable hypotheses
• Translating hypotheses into actionable backlog items

Prototype Testing

• Validating concepts through low-cost prototyping before full development
• Collaborating with UX specialists to design and evaluate prototypes

Practice

• Executing a live interview session and mapping the journey for a specific real-world case study

Summary and Next Steps

Requirements

Prerequisites

• No prior experience in customer research is necessary

Audience

• Product Owners and product managers
• UX designers and researchers
• Business teams seeking to base decisions on customer evidence

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