Free Lesson
Don’t Build the Brief: Find the Real Problem in 30 Minutes
30 min
Oct 1, 2026 12:00 PM
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What you'll learn
Identify the right problem to solve
You’ll be able to identify and question the assumptions in the brief. We will discuss how this limits the solution space
Find the insight in a customer interview
You’ll create a 5 question discussion guide and identify the a-ha moment in a recorded customer interview.
Write a customer-centric problem statement
You’ll draft your customer insight into a new POV format backed by evidence. You can use this method in your real work.
Why this topic matters
Experienced UX, service design, and product-adjacent practitioners are often handed solution-shaped briefs—“build this feature,” “add AI,” “automate this process”—without enough customer or business context to challenge the request. As AI makes building faster, you need to quickly make an evidence based case. This is for mid-career UX and service designers in established organizations who want to influence upstream decisions and strategy.
