16|ArTÍCULo Probing questions to understand the user • What functional needs do we intend to solve? (Run a task, solve a problem, satisfy a desire ...). • What social needs characterize this user? (Status, good look, environmentally respon- sible attitude ...). • What emotional needs affect his/her decision making? (Economic security, harmony, freedom, feeling young, keeping the tradition ...). • What other needs are complementary to the above ones? (Tasks that coincide in time or place, concu- rrent problems, complementary desires ...). • Why users prefer a product or service and not another? (Relations between users and brands, perceptions of ordinary people about market movements). • You know perfectly well the target for which you are working? (Just studying, observing and working closely with your customers you will find your answers, just the design centred on the whole people ‘user centred design’ will reduce the risk at the time of implementing a business). What does our target audience like? Pros: it is important to understand what value we’re providing to our clients • What kind of savings does our client appreciate? (Time, money, effort...). • What does the user expect and what would it mean exceeding his/her expectations? (Perceived quality, greater or lesser volume, weight ...). • What would make his/her life easier? (Smooth the learning curve, immediacy ...). • Which parameters use the user to compare the spaces, products or services? What does competition do to excite the user? (Design, warranty, features, price ...). • What would encourage the acqui- sition of the new space, product or service? (Low cost, low investment, low risk, better design, perceived quality ...). What bothers the user? cons: understand what can we improve; it opens a lot of possibilities for future business and allows us to completely improve the quality of our ideas (design) • What does the user consider expen- sive? (Short product life, waiting time, money, effort ...). • What makes the user feel bad? (Frustrations, annoyances, things that cause worries...). • According to the user what aspects could be improved in spaces, products or services? (Specific functions, malfunction ...). • What difficulties and challenges must the user face to meet his/her needs? (To understand how it works, resistance to change ...). • What negative consequences for his/her social image does the user fear? (Loss of power, trust, credibility, status ...). • What causes insomnia to the user? (Economic instability, family or social ins- tability ...). • What mistakes does the user often make? (Misuse of spaces, products and services, poor understanding, poor planning...). • What would prevent the acquisition of new space, product or service? (Price, be first, learning curve, durabi- lity ...).