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Now that we have our user personas and know a little bit about them, we should keep them in mind as we make choices from here on out. We should create products that fit their needs, and one of the best ways to assess what they need is filling out empathy maps.
New Terms:
- Empathy map—A tool used to put UX designers in a user’s shoes, which is used to consider the user’s perception of what happens as they use the product. This helps shape our insights into our users and lets us focus on what their thoughts and feelings may be.
Further Reading:
This article from Nielsen Norman Group sums up empathy mapping extremely well:
-
Empathy Mapping: The First Step in Design Thinking, by Sarah Gibbons
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Now that we have our user personas and
know a little bit about them,
0:00
we should keep them in mind as we
make choices from here on out.
0:04
We should create products that fit their
needs, and one of the best ways to
0:07
easily access, what they may need
is by filling out empathy maps.
0:12
By setting aside time to think
more deeply about our users,
0:17
we are able to uncover more insights
about what they may be thinking and
0:20
feeling as they interact with our product.
0:24
Empathy maps are a tool to help
user experience designers consider
0:28
how their audience will use the app
based on their surroundings.
0:32
And they take the users' thoughts and
feelings into consideration.
0:36
We put ourselves in
the shoes of each persona.
0:40
What is the business man expecting?
0:44
Who are your competitors that
the college students might use?
0:46
Are there patterns or
universal principles and
0:49
standards to uphold that people
are expecting to see in our app?
0:53
We are going to create empathy maps based
on the templates in our course notes.
0:58
Let's think about how
the businessman will use our app and
1:03
fill that map out together.
1:06
Feel free to add things as we go
if you think of anything else.
1:09
Let's look at what the businessman
is thinking and feeling.
1:13
It's important for us to consider what
could be running through his head
1:16
as he is using our product.
1:20
He feels uncertain about using
a ride-sharing app for the first time.
1:21
He feels anxious about making it to the
airport in enough time to make his flight.
1:26
Thinks about his flight's departure
time and keeps checking his watch.
1:30
Feels tech savvy for
using an app instead of a cab.
1:34
Next let's look at what he hears.
1:38
Whether it's things he's heard in the past
or things he's hearing in the moment.
1:40
He hears positive reviews
from his friends.
1:44
He hears news stories about ride sharing
apps both positive and negative.
1:46
Hears loud noises in the lobby.
1:52
Hears his phone notifications and
1:54
alarms signalling that it's
time to get to the airport.
1:56
Hears his driver's music over the radio.
1:59
Hears horns honking and
traffic noises throughout the town.
2:02
We'll focus on what he's seeing.
2:06
Are there distractions?
2:08
What are his surroundings?
2:10
He sees other apps in the app store.
2:11
Sees a hotel lobby with
people rushing around.
2:14
Sees cabs, shuttles, and
2:17
other ride-sharing cars pulling
up to the lobby entrance.
2:19
Sees the inside of the car.
2:22
Sees the airport terminal he needs.
2:24
We also take into consideration
what he's saying and doing.
2:27
What does he have to say about the app?
2:31
And what actions is he taking?
2:32
He says he wants to book rides
more efficiently and quickly.
2:35
Reads app store reviews on
different ride-sharing apps.
2:39
Travels to the airport
with a ride sharing app.
2:43
Says that he wants to give
other apps a try potentially.
2:46
Last, we're looking at his pains and
gains.
2:50
What's frustrating to him?
2:53
And what is he getting
out of using the product?
2:54
Frustrated with cabs and airport shuttles.
2:58
Scared about using a stranger's car.
3:01
Thinks cabs are dirty.
3:04
Frustrated that cabs and
3:06
airport shuttles don't look as
professional as he had hoped.
3:08
Annoyed that there is a surge pricing.
3:11
Annoyed that there is
a shortage of drivers.
3:14
Gains.
3:18
Excited for
a potentially new way to travel.
3:20
Needs a clean convenient vehicle.
3:23
Can spend less on the ride and
feel less guilty for
3:26
getting a nicer dinner with the savings.
3:29
Gets to educate his coworkers
about ride-sharing.
3:32
Feels accomplished for
booking a ride successfully.
3:35
Let's review Social Sarah's map.
3:38
We've started filling it out, but
3:41
you can feel free to add
things if you think of them.
3:42
Thinking and feeling, feels unsafe waiting
for a ride in the part of town she's in.
3:45
Feels responsible for
getting her friends home safely.
3:51
Hearing, hears her friends rave
about different ride-sharing apps.
3:55
Hears a loud party behind her.
4:00
Sees.
4:03
Sees strangers walking on
the street late at night.
4:04
Sees some people trying to drive.
4:07
Say and do.
4:10
Says she wants to book rides
affordably and safely.
4:12
Fumbles with her phone
because she's tipsy.
4:15
Pains, annoyed that the ride costs more at
night due to a lower supply of drivers.
4:18
Has trouble typing because she's tipsy.
4:24
Gains, happy to be home safely.
4:27
Kept her fare under $5.
4:30
We've just filled out the businessman's
map and the friend's map.
4:33
It's up to you to make the empathy map for
4:37
the third group of users
that you thought of.
4:39
Remember to think about what that
particular person is feeling.
4:42
Empathy maps may seem a little
silly to fill out at first.
4:46
But they help us consider things that we
may not have thought about otherwise.
4:49
These give us insights into how
a user will react to our product.
4:53
Both user personas and empathy maps are
meant to more carefully identify users.
4:58
And check that the product development
is based around specific user groups and
5:03
problems they face.
5:08
The final consumer will
not see these documents.
5:10
But they are an integral part of creating
a product that meets the user's needs.
5:13
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