Programme · Day 2
Interviews, personas, needs and value proposition
Go into the field, listen, understand, and formulate an initial value proposition.
User interview in the field
Objective for the day
Deepen the understanding of users, turn the initial challenge into a precise problem statement grounded in an observed need, then formulate an initial value proposition.
Morning keynote
How to conduct a good interview: ask open questions, practise active listening, distinguish what people say from what they do. How to build a credible persona from observations. How to formulate a value proposition: the connection between the identified need and the response your project offers.
Teamwork & fieldwork
- Interview the stakeholders identified on Day 1.
- Collect verbatim quotes and summarise the interviews.
- Build personas based on observations and interviews.
- Reframe the problem statement based on needs observed in the field.
- Formulate the value proposition: identified needs ↔ proposed response.
M2 — Validated needs & value proposition
End-of-day deliverable
- Credible personas based on real observations.
- A precise, tangible problem statement grounded in a need observed in the field.
- Clearly identified and prioritised needs.
- Meaningful verbatim quotes, reproduced exactly.
- An initial value proposition and, where relevant, an early idea for a solution.
Your work between sessions
- Imagine and describe a solution: what features will it have? Which needs will it address?