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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.
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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