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Empathy maps
1. Empathy Maps
What does he
DO?
Attitude towards
actual use
What does he
SAY?
Say about other users
Motivation for using things
2. Why Empathy Maps
Synthesize observations
Draw out unexpected insights
Needs are verbs, not nouns.
Insights – Tensions and Contradictions
3. Empathy Map for Jackie – a Nike
user
What does he
DO?
Attitude towards
actual use
What does he
SAY?
Say about other users
Motivation for using things
Forgets to
carry her
devices
everywher
e
“I want to
track my
activities
all the
time”
The
calories
burnt on
the
treadmill
Feels
unhealthy
“ Nike Fuel
is so
addictive”
4. In class exercise
Create a persona for a FitBit user
Dive deep into understanding persona using
empathy maps.
Output – A list of pains and gains and a
scanned picture of the empathy map. Each of
you should upload your group work.
4