Requirements gathering has come of age and those at the frontier continue to adapt it to a changing environment, where clients, stakeholders and users are better informed, empowered and in most cases know what they need. In this environment as analysts we have to deploy tools from across verticals and add value by cross pollinating our own experiences from across the board. The aim of this session is to introduce beginner and intermediate level analysts, account, project managers and business development leads to an innovative analytical tool that you ought to have in your tool box, and to do so with practical examples - this is an interactive session by the end of which you shall have an appreciation of Empathy maps, when and how to use them by building basic models during the session itself (all required materials will be provided). The specific model to be covered: + Empathy maps to gain an understanding of your prospects, clients and stakeholders (Jury) to help get them on boarded, to help close the sale or to assist in identifying champions early on in the process that can be leveraged to get organization wide buy in. The learning objectives are to equip delegates with knowledge of a new and innovative business modelling tool that will enable them to better understand their prospects, clients, stakeholders and end users and thereby deliver beyond their expectations.

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Understanding Your Jury
Tools & Techniques to deep dive
Kubair Shirazee

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Good Design
Starts with a
Methodology

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DISCOVER DEFINE DELIVER

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Good Design is
User Centered

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Learn to
Empathise with
Users…Gain a better understanding

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Tools exist to
help us do
exactly that in a
codified manner

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Think and Feel
Hear
Say and Do
See
Situation
Pain
Gain
/ before / after
www.kubairshirazee.com
Empathy Map for…
The Current
State
The Persona The
Transformed
State
What the Persona
Hears
The NOISE
What the Persona
Sees
The VIEW
What the Persona Thinks &
Feels
The BELEIF
What the Persona Says &
Does
The BEHAVIOUR
The
PAIN
The
RELIEF

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Think and Feel
Hear
Say and Do
See
Situation
Pain
Gain
/ before / after
www.kubairshirazee.com
Empathy Map for…
The Current
State
The Persona The
Transformed
State
What the Persona
Hears
The NOISE
What the Persona
Sees
The VIEW
What the Persona Thinks &
Feels
The BELEIF
What the Persona Says &
Does
The BEHAVIOUR
The
PAIN
The
RELIEF
Think and Feel
Hear
Say and Do
See
Situation
Pain
Gain
/ before / after
Jack is undertaking
research to decide on
an institution to continue his
higher education. Setting costs aside
Jack’s current pain is to making sure he
makes the right decision.
To select an institution
that can provided a well
rounded university experience
and prove to be a competitive
edge post graduation in
pursuing a career or a
placement at a HE institute.
ANY-U is the best in
London and also the
most expensive
Great Campus
Excellent facilities
Student life was not a factor in
my choice of Any-U
Some professors
(specially tenured ones)
are not as dedicated.
Having Any-U on my
resume would help
build a good career.
Any-U is a club not
a university
Provides a good
student life
Sports centre is
amazing
Digital assets are not great.
www. has not got enough information on
requirements.
www. not good at all I never
found what I was looking for.
www. is not great
needed offline instructions to
find information on www.
www. essential info not
there its very complicated
I did not want to go to ANY-U
but circumstances changed.
Any-U was plan B
Attracted to the student
lifestyle at Any-U
Not convinced Any-U was the best
option
Lack of choice in
Sceinces
Online Registration is
inefficient
Requirements for each
school are unclear on the
website
Digital services for students
not useful at all
Simple online
Registration
Reorganising the
public website to ease
access to requirements
information
Lack of choice of food
outlets and long queues
during lunch hour
increasing number of
students on campus -
overcrowding
Lack of a
community - cliques
no easy means of accessing
systems I needs/should have
access to
Digital assets are
not great.
Em p at h y Map for… Jack is a high school
graduate undertaking research for selecting a University to enrol
in for an undergraduate degree program at Any-U.
Example Empathy Map for
an Undergraduate
Applicant

10. w w w . s h i r a z e e . c o m @ K u b a i r
Think and Feel
Hear
Say and Do
See
Situation
Pain
Gain
/ before / after
www.kubairshirazee.com
Empathy Map for…
The Current
State
The Persona The
Transformed
State
What the Persona
Hears
The NOISE
What the Persona
Sees
The VIEW
What the Persona Thinks &
Feels
The BELEIF
What the Persona Says &
Does
The BEHAVIOUR
The
PAIN
The
RELIEF
Think and Feel
Hear
Say and Do
See
Situation
Pain
Gain
/ before / after
Jack is undertaking
research to decide on
an institution to continue his
higher education. Setting costs aside
Jack’s current pain is to making sure he
makes the right decision.
To select an institution
that can provided a well
rounded university experience
and prove to be a competitive
edge post graduation in
pursuing a career or a
placement at a HE institute.
ANY-U is the best in
London and also the
most expensive
Great Campus
Excellent facilities
Student life was not a factor in
my choice of Any-U
Some professors
(specially tenured ones)
are not as dedicated.
Having Any-U on my
resume would help
build a good career.
Any-U is a club not
a university
Provides a good
student life
Sports centre is
amazing
Digital assets are not great.
www. has not got enough information on
requirements.
www. not good at all I never
found what I was looking for.
www. is not great
needed offline instructions to
find information on www.
www. essential info not
there its very complicated
I did not want to go to ANY-U
but circumstances changed.
Any-U was plan B
Attracted to the student
lifestyle at Any-U
Not convinced Any-U was the best
option
Lack of choice in
Sceinces
Online Registration is
inefficient
Requirements for each
school are unclear on the
website
Digital services for students
not useful at all
Simple online
Registration
Reorganising the
public website to ease
access to requirements
information
Lack of choice of food
outlets and long queues
during lunch hour
increasing number of
students on campus -
overcrowding
Lack of a
community - cliques
no easy means of accessing
systems I needs/should have
access to
Digital assets are
not great.
Em p at h y Map for… Jack is a high school
graduate undertaking research for selecting a University to enrol
in for an undergraduate degree program at Any-U.
Empathy Maps can be
used to gain a 50,000ft
Understanding

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…or get the pulse of an
individual user segment

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Use them to
understand big
Brands…

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…study the rise of
the Far-Right…

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…what life is like
for those trapped
in Poverty and
Conflict…

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…or how exploitation
is viewd by those at
the receiving end of it

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Empathy Maps can
not be built in
isolation

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Interview individuals
Arrange Group
workshops
Observe
Interrogate
Collect
Analyze

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Its Takes Hands-on
Field Research!

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Why bother?...

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…Allows you to
walk in your
subject’s foot steps

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…enables you to Chart
the Persona‘s
Journey…
Interaction with
CONTENT

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Decision point - As a user I have arrived at a decision. Interaction point - As a user I have engaged with this medium + content.
Exception for International prospective students
MOOC sites
SHORTLIST
+
SELECT
Unofficial Social media
channels
Represents the influence ‘of’ and engagement ‘with’ content channel.
Any-U.EDU
Any-U Profile on external
websites (top universities.com)
Any-U-Press.Com
Any-U offline publications
3rd party EDU Journals
Any-U Twitter
Any-U Official Facebook
Group
Any-U Official Youtube
Channel
Any-U Official Linkedin Page
and Groups
…Allows you to identify
Content Touch Points
The Content Journey
To better design your
Content Strategy

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Thank You
Empathise with your fellow inhabitants
of the Third Rock… Like, Follow and Spread
the word to…
Bring Peace Through
Prosperity
www.BringPTP.com