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Empathy Maps
What does he
DO?
Attitude towards
actual use
What does he
SAY?
Say about other users
Motivation for using things
Why Empathy Maps
 Synthesize observations
 Draw out unexpected insights
 Needs are verbs, not nouns.
 Insights – Tensions and Contradictions
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”
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

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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