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Data Collection

3:06 with Devin O'Bryan

Information on your user needs to come from somewhere. Whether you are working from first-hand observation, or you already have analytics in place that will inform your future choices, you will need a source of info for your user to guide you.

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Handouts:

Empathy Map template

EmmaCon Website PDF

Further Reading:

d.School Empathy Planner

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In our previous video we met Stable Sarah. 0:00

She'll be the focus of our efforts. 0:03

Now that we know the basics of who we are designing for, 0:06

let's get a little bit more into detail. 0:10

To do that, we have a few more options. 0:13

For example, we can send out an online survey to users who fit this archetype. 0:15

We can interview archetypal users directly, or 0:21

we can start with minimal information and build along the way. 0:24

A word of advice, if you're designing for a native app, 0:29

try checking out reviews from the App Store or Google Play. 0:32

People can be brutally honest there so don't take it too hard. 0:37

You can always use that feedback to improve the experience. 0:41

Back to Stable Sarah though. 0:45

We have this empathy map skeleton that needs to be filled in. 0:47

Right now, our empathy map is just four blank quadrants. 0:51

Let's write four words, one in each quadrant, says, 0:56

does, thinks, and feels. 1:00

In order to give us the space to play, 1:04

write says in the top left quadrant and does in the bottom left. 1:07

This side represents observed behavior. 1:13

For the inferred behavior side, right thinks 1:17

in the top right quadrant and feels in the bottom right quadrant. 1:21

It's now time to fill our quadrants. 1:27

Remember that this is a snapshot of our user. 1:30

We want to be able to define what makes this archetype who they are. 1:33

For the says quadrant, 1:39

this is where you place exact quotes if you had conducted interviews. 1:40

If you haven't, no problem. 1:45

We can make a few assumptions if you have a base understanding of your user already. 1:47

For the does quadrant, 1:52

use this to explain what this person does with their daily lives. 1:54

Does Stable Sarah have to stop midday 1:58

to worry about picking the kids up from school? 2:01

Or is she the one in the house who balances the family budget? 2:03

For the thinks clock, consider this Stable Sarah's inner monologue. 2:09

Treat this quadrant sort of like quotes, 2:15

but maybe these are things she'd rather keep to herself instead of speaking them. 2:17

Finally, we have the feels quadrant. 2:24

Use the motive terms like happy because or frustrated with. 2:27

There should be a prompting event that creates these emotional reactions. 2:33

Something like, excited about Emmacon could be an example here. 2:37

The key is to keep these responses short 2:42

because this will be a time-boxed exercise. 2:45

So put 10 minutes on the timer and begin writing. 2:48

Try to fill each quadrant as best as you can. 2:52

Likely you'll have one quadrant that isn't as full and that's just fine. 2:56

Once your 10 minutes are up, head on over to the next video. 3:02

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