When it comes to understanding users, user interviews often provide valuable information. However, after the recent interview for an ongoing project, the outcome fell short of expectations due to fewer insights discovered. While some responses validated some flows and features, they lacked the depth to truly understand the motivations and daily challenges of our users.

Two weeks ago, I attended a speech by Lauren Amy, who sparked new ideas about connecting with customers. She shared the importance of balancing two powerful approaches: conversation, which helps us connect and build trust, and observation, which allows us to see how customers naturally interact with products, unfiltered and in real-time.

This got me thinking—what if our research strategy shifted to combine both? Could a deeper blend of conversation and observation help us capture what users really want?

A Targeted Conversation Can Be Insightful

Direct interaction with consumers can uncover profound insights when guided by clear objectives. Reflecting on my first job as a market analyst in real estate, I recall how interviewing property managers and sales professionals opened a window into the pre-sold housing market. Simply by questions such as

• “What’s the price range for mid-level floors?”
• “Have you had any memorable or unusual customer interactions?”

… I was able to uncover patterns in audience preferences, average pricing, and surprising market details. Through multiple in-person interviews, I refined my approach, structuring questions flexibly to adapt to the natural flow of the conversation.

The more thoughtfully the questions were designed, the richer the insights became. These conversations not only helped me better understand the market but also inspired my journey into the UX field. They taught me that thoughtful dialogue is an invaluable tool for exploring user needs and uncovering stories that raw data alone cannot reveal.

Observing in Action Can Drive Surprising Discovery

To get more efficient in discovering user needs, it is not just about asking questions, it’s about observing what people do, how they behave and what factors surrounding their decisions.

Conversation is how we connect to customers. Observation is showing how customers are really just being themselves.

The speaker showed her quotes map where she gathered interesting quotes and analyzed emotions by colors to brainstorm and identify missing opportunities. Similar to this emotion mapping method, in an ongoing project, conducting quick user testing or a casual talk asking about experience could be a powerful strategy. Gathering quotes, emotions and behaviors can understand how users interact and understand a web app. These data reveal needs and challenges that allow opportunities to be discovered.

So…Let’s Validate, Iterate, and Learn Through Insightful Interactions

In a real-world ongoing project, user research can require a combination of user interviews and user testing. The key is addressing the HMW question: “How might we gather deeper, more direct insights from users to enrich our understanding of users ?”

By blending insightful conversations with real-time observation, we can uncover a more comprehensive picture of user needs to shape detailed and meaningful user journeys. Beyond the method itself, adopting a flexible mindset not only saves valuable time in fast-paced projects but also deepens our empathy for users.

This approach, driven by qualitative data, really enables us to identify hidden or missing opportunities, validate design, and make more informed decisions. It is especially powerful for in-progress projects where research and design iterations are limited, ensuring we deliver solutions that truly meet user needs.