1. How did this exercise help you build empathy with prospective users?

It makes you pay attention to subtleties in their speech, it makes you want to find what´s important to them and what affects or moves them in a positive and in a negative way. It also showed the importance on the questions asked in order to get interesting and/or useful information that will facilitate the process of design further on.

  1. How did the clustering of information help you to understand user needs?

It helped to move between different levels of understanding from general to particular and vice-versa. It helped to try and understand what the person is literally saying along with what the person might be implying, as well as what a simple statement might actually mean in terms of design opportunity or problem-solving in a broader topic than what the user is describing in a particular situation.

  1. What was difficult or challenging with the technique? How would you do it better next time?

It was hard when the initial notes did not contain enough information or details, but when they were too specific it was hard to cluster them in a category that would also suit other interviews. So next time I will try to find a middle ground for detail, instead of saying “they love The Police (music group)”, I will write down “they love music” or “they love going to concerts of their favourite bands”.

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