How to Really Understand your Users’ Motivations

Misael Leon


As companies look to become more customer-centric, the importance of understanding your users’ motivations is increasing. As designers, it’s our job to gather and synthesize customer input and turn it into actionable design strategy.

User interviews are a great way understand your users’ motivations, but some ideas are hard to verbalize. Plus, traditional 1-on-1 interviews lack flexibility and don’t get to the core of human emotions.

In this DesignTalk, we’ll learn how to use generative research tools—or hands-on exercises—to understand your users' motivations. You’ll learn how to uncover unspoken desires, expectations, and lifestyle habits. By the end of the webinar, you’ll have a variety of activities to use to take the speculation out of product decisions and surface new customer opportunities.

Collaborate in real time on a digital whiteboard