Turn Interviews Into Evidence
Convert interview notes into evidence that can support a design decision.
Principle: Synthesis is disciplined translation, not quote selection. The Move After interviews, create three columns: observed data, possible inference, and testable implication. Keep exact user language in the data column and reserve your interpretation for the inference column. Why It Works This prevents confirmation bias. It also makes design choices discussable. A teammate can challenge the inference without dismissing the customer. Framework Tie-In Empathize gathers evidence. Define turns it into a point of view. JTBD checks whether the evidence explains a real job rather than a stated preference.
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