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Intro to Design Thinking

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"Who Is My User?"

2:13 with Devin O'Bryan

We’re about to get into the most important part of the empathy map. As we do that, it’s worth noting that there are a few common mistakes when identifying traits and habits of your user. We’ll call attention to those along the way.

Handouts:

New Terms:

  • Buckets – these are affinitized groupings of post-it notes; organized by type, concept, etc.

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    We just spent ten minutes writing down our basic thoughts 0:00
    on the behavior of our user. 0:03
    Now comes a crucial step, putting our responses into buckets. 0:05
    What is a bucket? 0:11
    Simple, it's when you begin to move your post-its 0:13
    into groups that are similar in terms of type or concept. 0:17
    Maybe you have repetitive ideas, don't throw those out. 0:22
    Just stack them one on top of another. 0:25
    It's also worth noting, if you're doing this exercise solo, 0:28
    it may be easier to keep track of where all your Post-its are being placed. 0:32
    But the advantage of conducting this exercise with a team 0:37
    is that you have multiple and 0:42
    potentially conflicting points of view, which is actually what you want. 0:44
    There should be tension from quadrant to quadrant because 0:49
    we don't always say what we think or do as we feel. 0:53
    It's a common mistake to force an empathy map to be too harmonious. 0:57
    So put five minutes on the timer and 1:02
    begin sorting your Post-its inside of each quadrant. 1:04
    By the end of five minutes you should have themes for each of these groupings, 1:07
    like fear of failure, or believe that things will get better. 1:11
    These are bigger themes that will affect your user's actions. 1:16
    By the end of this exercise, you should find a teammate or 1:21
    a friend to tell them a bit more about what it is that makes your users tick. 1:25
    Instead of reading off each Post-It, however, 1:31
    try introducing them to our user as though you were introducing someone at a party. 1:34
    What do they like? 1:40
    What do they dislike? 1:41
    What makes them who they are? 1:42
    For Stable Sara, we found that she dislikes sudden social change because 1:45
    she's a bit of an introvert. 1:50
    She also cares deeply about financial stability so 1:51
    she can stay on top of her family's budget. 1:54
    This helps them afford vacations as well as her annual trip to Emmacon. 1:57
    See you in the next stage, where we begin to understand where Stable Sarah's 2:03
    experience in purchasing her weekender pass to Emmacon begins to fall apart 2:06

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