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