Google Design

Ask the Experts

Interview stakeholders and subject matter experts to gather insights. Experts share knowledge while the team captures notes and identifies opportunities. This surfaces insights you didn't know you needed.

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Duration
2 hours
Group Size
7-10
Category
Google Design
Difficulty
Easy
Participants will:

  • Extract insights from people with specialized knowledge.

  • Identify opportunities and risks early.

  • Build shared understanding across the team.

  • Capture diverse perspectives on the challenge.

Participants will leave with:

  • Expert insights gathered.

  • Domain knowledge captured.

  • Informed decisions.

Keep interviews on schedule. Don't let one expert dominate. Encourage quiet team members to ask questions. Stop discussions that get too tactical. Ask open-ended questions. Use "Tell me about a time when..." to get stories. Follow up with "Why?" or "How?". Don't debate or solve problems during interviews. Use "How Might We" (HMW) format to reframe challenges as opportunities. Teams sometimes skip this exercise to save time. Don't. The insights save time and prevent misguided solutions. Aim for 50+ HMW notes, surprising insights, and identified knowledge gaps.

  1. Preparation (before the day):


  • Identify 4-7 experts to interview. Include stakeholders from CEO, marketing, sales, customer support, design, tech, and subject matter experts.

  • Schedule 15-20 minutes per expert.

  • Prepare the interview space.


  1. Interview Structure (15-20 minutes per expert):


  • Introduction (2 min): Explain the sprint and learning goals.

  • Background (3 min): Expert shares their role and perspective.

  • Questions (10-12 min): Team asks about challenges, opportunities, previous attempts, customer insights.

  • Wrap-up (3 min): Expert shares final thoughts or concerns.


  1. Note Taking (concurrent):


  • Designate 2-3 note-takers.

  • Use "How Might We" format for opportunities. One note per sticky note.

  • Capture quotes, insights, and concerns.


  1. Between Interviews (5 minutes):


  • Quickly review notes.

  • Adjust questions for the next expert if needed.


  1. Review Session (after all interviews):


  • Group notes thematically.

  • Identify patterns and contradictions.

  • Highlight surprising insights.

Total duration: 120 minutes (adjust based on experts).

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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  • Sticky notes (multiple colors)

  • Markers

  • Large wall space

  • Timer

  • Interview question guide

  • (Optional) Audio recorder (with permission)

  • (Optional) Laptop for digital notes

  • (Optional) Expert background sheets

Unlock Materials Required

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