EMPATHY MAPDRAW OUT USER’S WORDS, ACTIONS, THOUGHTS AND FEELINGS TO FULLY COMPREHEND USER NEEDS

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WHEN NEEDED RATIONALE

EMPATHY MAP

Helps synthesize user clues

Allows to identify a disconnect

between what is said and done

Finds intent and drivers behind what

users have said and done, to translate

into user needs

I want to get

into the heart

and mind of the

user

I want to

articulate what

has remained

unsaid

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ESSENCE POINTERS

EMPATHY MAP

Draw out user’s

words, actions,

thoughts and

feelings to fully

comprehend user

needs

Create a four quadrant layout: Say, Do, Think, Feel

Collect quotes and observations and populate the Say and Do quadrants

E.g., Say: “I want to use my iPad in the class room”

E.g., Do: kids play out a real-time coordinated defense of their base camp through Playstation internet-enabled headsets

Interpret what the user might be thinking or feeling based on what he/she said and did

E.g., Think: My school is not cool

E.g., Feel: Frustrated and limited

Look for and capture the most surprising, contradictory, intriguing user needs

E.g. User need: School fully integrated in student’s digital and connected lifestyle

Source of Inspiration: IDEO method cards; Stanford d-school

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