PERSONAS AND
EMPATHY MAPS
Andy Acs
PDM 7
PERSONAS AND EMPATHY MAPS
PERSONAS AND EMPATHY MAPS
LEARNING OBJECTIVES
‣ Translate your user interviews into a persona of your target users
‣ Createempathy maps to better understand the feelings and
motivations of your user
‣ Identify
how different roles in the company would use personas
and empathy maps
PERSONAS AND EMPATHY MAPS
RECAP:
USER RESEARCH
RECAP: USER RESEARCH
START WITH INTERVIEWS.
Talking by Juan Pablo Bravo from The Noun Project
RECAP: USER RESEARCH
WHY WHAT WHEN
WHO WHERE HOW
RECAP: USER RESEARCH
CAPTURE INSIGHTS ABOUT THE USER
‣ Demographics?
‣ Background knowledge?
‣ Behavior?
‣ Motivations?
‣ Emotions?
‣ Needs?
‣ Pains?
‣ Problems?
RECAP: USER RESEARCH
ANALYZE THE RESULTS
‣ Take notes
‣ Identify trends
‣ Look for common goals/
themes
‣ Remember: People have no
idea what they want. It’s your
job to figure it out.
PERSONAS AND EMPATHY MAPS
PERSONAS
PERSONAS
WHAT IS A USER PERSONA?
An archetype of a group of users.
‣ It does NOT represent one
person.
‣ Created by identifying trends in
user research.
PERSONAS
PERSONAS
WHAT SHOULD IT INCLUDE?
‣ Goals / Needs
‣ Behaviors
‣ Pain points
‣ Scenarios
‣ Biographical information (name, age, gender, location, income, etc)
‣ Optionally assign it personality traits
PERSONAS
ROOT YOUR PERSONA IN REALITY
(DON’T MAKE IT UP!)
PERSONAS
EXAMPLE
PERSONAS
EXAMPLE
PERSONAS
EXAMPLE
PERSONAS
WHO USES PERSONAS?
‣ UX Designers - owner of the UX
Designers Marketers
personas.
‣ Marketers to figure out how to
target customers.
‣ Product Teams to keep in mind
Product
who they are building product for. Executives
Team
‣ The whole company to keep in mind
their goals and visions.
ACTIVITY
KEY OBJECTIVE(S)
Create a persona for a user of one of two apps on the right. REFERENCE APP
FOR PUBLIC
TIMING TRANSPORTATION.
EXERCISE 10 min Get in groups depending on the interviews
you conducted during customer development
and review the google spreadsheet of data.
20 min Create a persona based on your notes.
INTERACTIVE
TRAVEL GUIDE APP.
DELIVERABLE
One persona for one app on the right hand side.
PERSONAS AND EMPATHY MAPS
EMPATHY MAP
EMPATHY MAP
THE EMPATHY MAP
‣ Tool to put yourself in the
customer’s shoes and feel
their emotions.
‣ With better understanding of
your users, you’ll create a
better solution to their
problems.
Source: http://www.ijlan.nl/
EMPATHY MAP
THINK & FEEL
‣ What does the customer
think and feel?
‣ What is important to the
customer? What is he/she
sensitive for?
‣ What are his/her hopes,
dreams, fears?
EMPATHY MAP
HEAR
‣ What influences the
customer?
‣ Who is talking to them
and swaying their
opinions?
EMPATHY MAP
SAY & DO
‣ What are typical things
your customer says?
‣ What are your customer
beliefs?
‣ Where they spend their
time?
‣ Who are her/his friends?
EMPATHY MAP
SEE
‣ When the customer is
exhibiting the pain, what
do they see?
‣ What does the customer’s
environment look like?
‣ What could be a
distraction?
EMPATHY MAP
PAIN & GAIN
‣ What obstacles or
challenges does your
customer face?
‣ What does he/she hope to
achieve, and how might
he/she measure success?
EMPATHY MAP
WALK THE CLASS THROUGH AN EXAMPLE OF AN
EMPATHY MAP
ACTIVITY
KEY OBJECTIVE(S)
Create an empathy map for the persona you made. REFERENCE APP
FOR PUBLIC
TIMING TRANSPORTATION.
5 min Get in the same groups as for personas.
EXERCISE
20 min Create an empathy map for the persona you
created in the previous exercise.
INTERACTIVE
TRAVEL GUIDE APP.
DELIVERABLE
One empathy map for the persona.
EMPATHY MAP
INSERT CLASS TITLE
HOMEWORK
PERSONAS AND EMPATHY MAPS
CREATE A USER PERSONA FOR YOUR TARGET USER (OR USERS)
PERSONAS AND EMPATHY MAPS
CREATE AN EMPATHY MAP FOR YOUR TARGET USER
PRODUCT DEVELOPMENT LIFE CYCLE
Q&A
PRODUCT DEVELOPMENT LIFE CYCLE
EXIT TICKETS
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