User interviewing to uncover needs and opportunities


To gain an in-depth understanding of the customer to drive product development and design. Aviation industry


In-depth phone interviews and short form 15 minute interviews at industry event.


  • Recruited target audience from client’s various internal sources.
  • Developed discussion guides to identify tasks, needs and pain points.
  • Conducted interviews with target audience, training Product Owner to do so too.
  • Collaboratively analysed results with product team, and created report for widespread use.


  • Further product development to address priority needs and pain points.
  • Value proposition created or product based on actual customer insight.
  • ‘Tear sheet’ created for sales team to enable better informed sales conversations.

Customer interview at event

Collaborative analysis

Discussion guide