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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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