Don't be afraid to dig deeper in order to uncover how people sincerely think and feel about something. Discovering their individual stories, and what makes them tick, is magical.

Here are 13 ways to I dig deeper in design and user research interviews:

1. Tell me more about that

2. Why do you think that is

3. When was the last time that happened

4. Would you please walk me through that

5. How is that similar or different from...

6. How frequently do you/does this ...

7. Who else is/was involved

8. What are you thinking/feeling when you …

9. What happens before/after

10. Can you expand on that

11. How do you feel about that?

12. Help me understand that feeling

13. Why is that important to you/her/them

Which are your favorites?