Successful interviews draw out stories; and successful interviewers know how to ask questions without getting in the way of the story.
Empathizing with your customers means understanding where they’re coming from, what their needs are, and where the pain points are. We are not looking for hard truths here — we’re seeking insights.
Design thinking seeks to identify needs rather than solve problems. It follows five phases: empathize, define, ideate, prototype, and test.