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 experienced 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 considerations. 0:36 We put ourselves in the shoes of each persona. 0:40 What is the business man expecting? 0:44 Who are your competitor 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 Sara'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