Whether launching an open-source project, starting a freelance business, or building a startup, success depends on understanding what users actually need rather than relying on assumptions. This session distinguishes customer discovery from traditional UX research, focusing on uncovering the deep motivations that drive a user to abandon their current routine for a new solution. Through a series of live, abbreviated interviews featuring a Seattle-based worker-owned cooperative team, the presenter will demonstrate techniques to bypass “agreeable” feedback and extract valuable, honest data. Attendees will learn how to construct a hypothesis—identifying the problem, solution, and target customer—and how to analyze interview data to either validate or pivot their venture.
Target Audience: