Empathy map@WisnuDewobroto

Empathy Map

Using the Empathy Map framework you will process what happened in the interview, make inferences about the thoughts and feelings of the person based on what they said, and connect the dots to identify a need or problem he/she has related to the challenge.

SAY section. Write down here all the quotes from the interview that catch your attention as you review your notes. Be as literal as possible (as opposed to rephrasing what they said in your own words).

Do :DO section (optional). If you observed the person in action, describe here behaviors you saw. You can also combine  interview and observation, by asking the person to walk you through what they are doing.

**Note that you may not have anything in this section if you did not have the chance to do observations**

THINK and FEEL sections. Here is where you will make inferences (educated guesses) about the meaning of what the person said.

What if you are wrong? You may very well be, but if you don’t take a leap and make inferences, you won’t get at deep unexpected needs. At later stages in the process you will get more data that will allow you to refine your understanding and definition of the problem. 

STAKEHOLDER needs a way to ________(PROBLEM/NEED)____ Because ____(INSIGHT)_____

STAKEHOLDER: Here you should describe the person you are designing for (one you interviewed).

Use at least 5 adjectives to describe that person.

Make sure you add enough information to paint a picture of the person to someone who has not met him/her

(“A detailed-oriented, reliable, degree-holding accountant, who is curious and able to work in teams, as well as collaborative and creative”).

PROBLEM/NEED: Use VERBS instead of NOUNS to define the problem/need. Nouns are often already solutions: as an example, contrast “Joe needs a better pencil” with “Joe needs a better way to write” or “Joe needs a better way to capture data.” In the first case the solution is already implied in the problem statement, so there is only opportunity for incremental innovation. In the latter frames, there is an opportunity to come up with innovative solutions that may go beyond an improved pencil.

INSIGHT: Here you provide a justification for the need you stated. The insight often comes from connecting the dots between different elements on the empathy map. 

Area?

• Entrepreneurship

• Culture

• History

• Education

• Daily Activities