Empathy map
or user research. It enables a better understanding of the behaviour, feelings, needs and concerns of a particular user.
According to the instructions, it is necessary to fill out the empathy map template and answer several questions: What did the user say, think, do or feel? and categorize the user's concerns and needs from the collected data.
List of required equipment
prepare a digital template to explain the empathy map
prepare a blank printed or digital form of the empathy map
self-adhesive papers in four colours
pencils
What can I learn from this? (outcomes)
develop empathy.
research the market in a case study.
develop analytical thinking and synthesizing.
learn collaboratively and work in a team.
create an empathy map of a potential customer or user.
How can I do this activity? Steps
Step 1: Create the person/user you want to define. Think about the user/customer: specify gender, age, clothes, interests, education, ...
Step 2: Fill out the empathy map on A1 hammer paper using sticky notes.
Review your notes, images, audio, and video from your research/fieldwork and complete each of the four quadrants.
Answer the questions:
• What does the user HEAR? What people and ideas influence the person? What are his favourite brands? What are the means of communication used and exposed to?
• What does the user THINK and FEEL? How does a person feel about the world? What are his concerns? What are his dreams? How does he feel when he uses the service?
• What does the user SAY and DO? When he uses the service, what does he say, and what do you do? What are his hobbies?
STEP 3: User concerns and needs
• From the observed facts, categorize the user's concerns and needs and separate them into the remaining two squares - below the divided quadrants on the empathy map
• Needs are actually the activities and desires of users (use verbs to define them).
• What are the needs? What would you like to get? What would end his problems? How will they feel satisfied?
• User concerns: What are the user's fears? What are his frustrations? What obstacles must he overcome to get what he wants?
Reflection tips
1. After creating the empathy map, interpret the collected information about the user/customer
2. Emphasize the problems and needs of the user/customer
3. List examples of solutions to problems and concerns for the observed user from the folder and form questions, and one of the examples is: "How could we help the housewives make a good lunch?"
Anexes
https://drive.google.com/file/d/146SulH8RNgbizGhCNf_J_Lq9z7Z7wvZF/view?usp=sharing