3. Empathy Map: Students
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
HEAR
THINK & FEEL
Desires –good university results, successful job, work-life balance, social
recognition, healthy relationship
Concerns – stress, time management, school performance, don‘t meet
peoples expectations, image SEE
People – colleagues, family, friends,
partners, professors, professionals
Topics – school, experiences, news
jokes, opinions, holidays, parties,
sports, food, shopping, relationships,
advice,
Media – newspaper, email, facebook,
radio, TV, instagram
People – colleagues, family, friends,
partners, professors, professionals
Relationships – friends (uni, work,
leisure activities, communities), family,
parents
Commerce – pastelarias, kiosks,
vending machines, canteen,
restaurants, supermarkets, bars,
shopping centers, discos
Attitudes –self-conscious, society aware, energetic life
Behaviors – acts differently with friends, family and professors; share opinions
and knowledge, he is used to not having a fized routine
SAY & DO
PAIN
Time constraints – feeling rushed, little time for family/friends, leisure activities
School – Results do not correspond to expectations/effort
Conflicts - with colleagues in group projects, partner and friends
GAIN
Professional Achievements – school results and successful job
Personal Achievements – travel, meet new cultures and personalities, stable life
Social recognition - belong to a reference group, cause impact
Strategies – learn from experiences
4. Day-in-a-life: Students
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
WAKE UP AT
8 AM
8:30AM HAVE
BREAKFAST,
READ EMAIL,
FACEBOOK
LEAVE HOME AT 9
AM AND GO TO
THE UNI
9:30AM UNI
ARRIVAL
CLASSES FROM
9:30 TO 12:30
1-2 PM
HAVE LUNCH
GROUP MEETING
FROM 2 TO 5 PM
LEISURE
ACTIVITIES
5:30 – 6:30 PM
ARRIVE
HOME AT 7
PM
RELAX W/
FLATMATES/F
AMILY/ TV
HAVE
DINNER AT
8:30PM
SLEEP AT
12:00PM
9:30 – 11:30
FINISH
SCHOOL
TASKS
5. Persona: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
PROFILE
João Oliveira, 21 years old
Single, lives with his flat mates
Lives and studies in Lisbon
Master Student in Management at Católica-Lisbon
Prefers communication face-to-face or via phone
He is a curious and creative person, passionate
about entrepreneurship, who aims to be a successful
entrepreneur in the future.
Likes: traveling, spend time with his friends and
family, go to festivals
Hates: negative emotions, although it is difficult for
her not being frustrated when she can’t achieve her
main goals, especially academically.
Easily overcome obstacles, learning with mistakes,
looking for additional solutions, thinking positive and
asking for support.
OBJECTIVES
Get to know new people,
travel all around the world,
learn from successfully
stories, be a generous
person with the ones she
cares the most, get
married, have children.
Perform well academically,
create her own business,
own a big successful
company, be rich.
DAY-IN-THE-LIFE
8:00 - Wake up / Shower
8:30 - Breakfast, read e-mails, news, check social
media
9:00 - Leave home and take metro, bus,
train or go by car
9:30 - Have classes
13:00 - Lunch time at the university with
colleagues (canteen/bar/lunch box/
restaurant nearby) or outside with friends
14:00 - Group meeting(s) at the university /
Study time / Internet
17:30 - Leisure activities such as go to gym,
meet friend or shopping
19:00 - Arrive home / Meet flat mates / Watch TV
or series
20:30 - Dinner time, usually at home
21:30 - Finish some tasks of the day / Check email
and social networks again
00:00 - Sleep
6. Empathy Map: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
HEAR
THINK & FEEEL
Desires – work-life balance, social recognicition, love, health, achievement
Concerns – stress, job performance, don‘t meet peoples expectations
SEE
People - partner, colleagues, family,
friends
Topics - work, children, weekend,
plans, sports, food, news, health,
holidays, shopping, sex,
relationships
Media – newspaper, email,
facebook, radio, TV
People - colleagues, family, friends
Relationships – friends (uni, work,
sports, neighbours), family, parents
Commerce – pastelarias, kiosks,
vending machines, canteen,
restaurants, supermarkets, bars
Other – transport, offices
Gain control –self-optimization, timing, managment of daily life
Show optimism –seems positive & energetic, doesn‘t complain in public
SAY & DO
PAIN
Time constraints – feeling rushed, little time for family/friends
Meeting expectations - interfering expectations requiring prioritization
Conflicts - with colleagues (lack of recognition) or partner (lack of support)
GAIN
Family – fulfilling relationship, enough time for parents and children
Career – recognition, advancement and fulfillment in professional life
Social regognition – friends, sports clubs, nightlife, leisure time
Financial wealth– house, car, good education for children, „small dreams“
Strategies – self-opimization, get support, using the weekend
7. Day-in-a-life: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
WAKE UP AT
6:30 AM
8:45 AM WAKE
UP CHILDREN
8:30AM ARRIVE
AT WORK/ COFFEE
1 PM
LUNCH BREAK
6 PM
LEAVE OFFICE
6:30
COOKING/
LAUNDRY/ HAVE
DIINNER/ CALLS
8:30PM
BRING
CHILDREN
TO BED/
RELAX
SLEEP AT
11111:00PM
7:45 AM DRIVE
CHILDREN TO
SCHOOL
2 PM WORK
8. Persona: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
PROFILE
Maria Silva, 38 years old
Married, two children (4 and 7 years old)
Lives in Cascais, works in Lisbon
HR manager for Jerónimo-Martins
Prefers communication face-to-face or via
phone, at work usually e-mail
Likes: good food and wine, spending holidays
with her family at the Algarve, running, time for
herself, shopping, photography
Does not like: gardening, [DOES SOMEONE
HAVE MORE IDEAS? THANKS!]
OBJECTIVES
Work-life balance
Career advancement
Well educated children
Social recognition
Healthy living
DAY-IN-THE-LIFE
6:30 – wake up, coffee, emails, radio
6:45 – wake up children, breakfast, shower
7:45 – drive children to school
8:30 – arrive at work, 2nd coffee, chat with
colleagues, schedule lunch
13:00 – lunch break, shopping, calls
14:00 – work
18:00 – leave office
18:30 – cooking, laundry, homework, calls
20:30 – bring children to bed, time with
partner, talk, entertainment, emails,
23:00 – go to bed
9. 3
4 4
3
6
7
8
7
5
4 4
5
2
1 1
0%
20%
40%
60%
80%
100%
No skills to
cook
No time to
cook
No want to
cook
No quality
food options
Website Convenience
& usability
Fast delivery Variety
The general website concept and key differentiators are validated
# of positive answers # of negative answers Validated
Interviews Briefing
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
Sample size N= 8
Validation metric:
60% positive
answers
12. Interviews Script
TOPICS / QUESTIONS NOTES HYOPOTHESIS VALIDATED (YES / NO)
1 Introduction
Personal introduction
Purpose and scope of interview
n.a. n.a.
2 Interviewee Characteristics
Name, Gender, Age
n.a. n.a.
3 Attitude towards cooking?
Frequency
Love vs. hate
Alone vs. in community
Good vs. bad cook
Interest in recipes, etc.
Reasons for that attitude?
No time
No want
No skills
No skills to cook
No time to cook
No want to cook
4 Context of Eating?
At home, at workplace, at uni, on the go
Take time vs. in a rush
Accessibility
Bring own food, cook or buy food (restaurant, cafeteria, etc.)
Satisfied with this situation?
Why or why not?
No quality food options
13. Interviews Script
5 Introduction of YND
Very brief, i.e. food ordering and delivery (!)
What is your opinion about that?
Would you use it? Why or why not?
Website
6 Importance of convenience?
Filters (location, type, price, delivery time,…)
Search function
Customer ratings
Online payment
Convenience, usability
7 Importance of fast delivery? Fast delivery
8 Importance of variety?
Restaurants
Price and quality ranges
Type, e.g. breakfast vs. lunch
Variety
9 Summary
Summarize and make sure you did not misunderstand the interviewee.
n.a. n.a.
Editor's Notes
AGENDA
Intro - Mission & Vision - Six&Six / internationalize industry verticals / eCommerce growth / Set the Foundation
1. Internationalization: Publisher: Russia as a competitive Advantage – Poetschke
Telecommunication: Opportunities & Threats in Telco - Stirm & Juaranz
2. Collaboration: Healthcare: The Abbot-Case in FR - Winkelmann & Rutyna
HTE: The Apple-Case - Schmidt & Aydindag
3. Innovation: Consumer Products: Bagsorter - Buse & Marquardt
CIM: Connected Car - Scholz & Ruhland
AGENDA
Intro - Mission & Vision - Six&Six / internationalize industry verticals / eCommerce growth / Set the Foundation
1. Internationalization: Publisher: Russia as a competitive Advantage – Poetschke
Telecommunication: Opportunities & Threats in Telco - Stirm & Juaranz
2. Collaboration: Healthcare: The Abbot-Case in FR - Winkelmann & Rutyna
HTE: The Apple-Case - Schmidt & Aydindag
3. Innovation: Consumer Products: Bagsorter - Buse & Marquardt
CIM: Connected Car - Scholz & Ruhland
AGENDA
Intro - Mission & Vision - Six&Six / internationalize industry verticals / eCommerce growth / Set the Foundation
1. Internationalization: Publisher: Russia as a competitive Advantage – Poetschke
Telecommunication: Opportunities & Threats in Telco - Stirm & Juaranz
2. Collaboration: Healthcare: The Abbot-Case in FR - Winkelmann & Rutyna
HTE: The Apple-Case - Schmidt & Aydindag
3. Innovation: Consumer Products: Bagsorter - Buse & Marquardt
CIM: Connected Car - Scholz & Ruhland