People often describe what they think they want, but that doesn’t always match what will actually solve their problem. Most of the time, they’re describing symptoms, not the root cause. That’s where you come in. Your job is to dig deeper, ask better questions, and help them uncover what they really need. Interviews might sound insightful, but users are human. We are subject to memory lapses, bias, and the desire to be liked. This means that what people say doesn’t always match what they do or ne
