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.
- 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.
This article from Nielsen Norman Group sums up empathy mapping extremely well:
Empathy Mapping: The First Step in Design Thinking, by Sarah Gibbons
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
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