User interviews are essential in uncovering real needs and motivations, but translating qualitative data into design decisions is challenging.

This session introduces the Empathy Flower Process, a method for identifying recurring emotional and thematic patterns from interview transcripts.

Participants will learn how to group insights and find deeper meaning beyond surface-level responses through an interactive team activity.

The session also covers how to integrate tools like ChatGPT and Copilot to streamline the theming process while retaining human oversight.

Attendees will leave with practical workflows for incorporating thematic analysis into real-world design and research strategies.

• Understand the importance of theme identification in interviews.
• Use the Empathy Flower Process to analyse qualitative data.
• Gain experience grouping interview data by themes.
• Apply AI tools to support human analysis.
• Integrate thematic methods into real project workflows.