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Empathy map @wisnu dewobroto

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  1. 1. Empathy map @WisnuDewobroto
  2. 2. Empathy Map
  3. 3. Using theEmpathy Map frameworkyou 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.
  4. 4. 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).
  5. 5. 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**
  6. 6. THINK and FEEL sections. Here is where you will makeinferences (educated guesses) about the meaning of what the person said. What if you are wrong?You mayvery well be, but if you dont take a leapand make inferences, you wont get at deep unexpected needs.At later stages inthe processyou will get more data that will allow you to rene your understanding and denition of the problem.
  7. 7. STAKEHOLDER needs a way to ________(PROBLEM/NEED)____ Because ____(INSIGHT)_____
  8. 8. 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 tosomeone who hasnot 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).
  9. 9. PROBLEM/NEED: Use VERBS instead ofNOUNS to dene 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 rst 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.
  10. 10. INSIGHT: Here you provide a justication for the need you stated.The insight often comes from connecting the dots between different elements on the empathy map.
  11. 11. Area? Entrepreneurship Culture History Education Daily Activities

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