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As companies look to become more customer-centric, the importance of understanding your users’ motivations is increasing. And it’s our job as designers 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.

Author

Margaret Kelsey
Margaret Kelsey leads content marketing at Appcues. Before Appcues, she built content programs for InVision’s design community for 3.5 years and has roots in painting and PR. She’s a big fan of puns, Blackbird Donuts, and Oxford commas—probably in that order.

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