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Using Empathy Maps to unlock audience insights and improve CX | Charity digital conference | 21 November 2018

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David Somerville, strategy director, Fresh Egg

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Using Empathy Maps to unlock audience insights and improve CX | Charity digital conference | 21 November 2018

  1. 1. Empathy Mapping Workshop Wednesday 21 November 2018 CharityComms Digital Conference
  2. 2. The goal of the workshop is to introduce you to the ‘empathy map’ and how to use it as part of wider CX/audience research and discovery work Workshop goal
  3. 3. What will you learn today • What is empathy mapping? • Benefits of empathy mapping • When to use empathy mapping • The anatomy of the empathy map • How to use an empathy map (practical exercise)
  4. 4. 4 Strategy director at Fresh Egg - Head up the Customer Experience (CX) offering and help clients with their digital marketing strategies I’m David Somerville • Worked in digital marketing for over 20 years • My background is in behavioural sciences, with specialisms in CX and content • I write for websites like Econsultancy and Smart Insights • Shortlisted this year for several awards and won a Drum Search award and Wirehive100 award for Good Thinking, a mental health project in London by the NHS
  5. 5. 5 Who are Fresh Egg?
  6. 6. 6 Empathy mapping in action
  7. 7. The empathy mapping lowdown
  8. 8. 8 It is a quick and simple way of visualising the ‘experience’ someone has in relation to a specific BOBIT (Brand, Organisation, Business, Issue, Things). A key element here is the word ‘empathy’ – participants need to empathise with the audience by putting themselves in the mindset of them. Empathy mapping is a technique first championed within the UX and design communities but is now used more widely within other marketing disciplines. What is empathy mapping?
  9. 9. 9 What is empathy mapping? • Empathy mapping is a way to characterise target audiences • An empathy map is a collaborative tool teams can use to gain a deeper insight into their customers • Each empathy map can represent a group of users, such as a customer segment • The process of completing the ‘maps’ draws on stakeholder insights into their own customers (you can do this with customers too)
  10. 10. 10 Despite its simplicity, the empathy map has several clear benefits and uses: • It can help businesses with decisions about things like design, content, marketing activity and messaging • It is a collaborative tool teams can use to gain a deeper insight into their customers – we have found that bringing people from across a business together to work on this exercise is beneficial, as it encourages cross- team working and sharing of key information Benefits of empathy mapping
  11. 11. 11 • It allows us to understand more about a specific customer or audience group, including their needs, behaviours and experiences • Information extracted in this exercise helps devise questions for use in subsequent audience interviews (the next step in a customer experience project), helping to validate what business stakeholders believe their customers need and experience Benefits of empathy mapping
  12. 12. When to use empathy mapping
  13. 13. 13 When is it useful? Stakeholder workshop includes empathy mapping Audience interviews Customer experience journey mapping Identifying ‘Moments of Truth’ Create CX strategy Identify opportunities Typical customer experience project stages
  14. 14. 14 Other uses of empathy mapping Generating ideas and planning campaigns Background for a Search or Content Strategy Fixing a specific issue The building of ‘lean’ personas
  15. 15. The anatomy of empathy mapping
  16. 16. 16 • What are the needs someone has? • What are their influences? • What are their actions? • How are they feeling? • What are the pain points or blockers faced? What makes up an empathy map? Fresh Egg’s version of an empathy map includes sections related to the above key areas as well as a section to details the overall goal that someone may have. The key areas of an empathy map are:
  17. 17. 17
  18. 18. Practical exercise: empathy mapping of charity audiences
  19. 19. 19 Audiences to map: 1. Individual giver 2. Corporate giver Both audiences are ‘warm’ – they know of the charity and/or its work. The ’BOBIT’ is the charity Shelterbox They provide emergency shelter and tools for families around the world, who have been robbed of their homes by natural disaster or conflict Instructions • Work in groups of no more than 5-6 people • Each group is given a specific audience to map out • Use Post-It Notes and pens to record your thoughts • Spend approximately 20 minutes per map • Each group then shares one key point from each map segment with the other groups Instructions
  20. 20. 20 Read the latest information about what the charity is doing Can’t find the information I need on the website Motivated to help make a difference Find out where their donations are being spent Read article in The Guardian To see how their support could help
  21. 21. Summary
  22. 22. 22 A brilliantly simple, but effective tool to help capture the understanding of your different audiences • Gather your group – try to get a mixture of people/teams from across the organisation • Pick the key audiences you want to map • Make sure you step into the shoes of your audience to truly empathise with them • Use the outputs to inform the next steps of your audience research, whether this is channel- specific or a comprehensive CX discovery How to make the most of them Empathy maps Credit: Ineskoleva
  23. 23. Call us for a chat on 01903 285 900 Or visit www.freshegg.co.uk FreshEggUK #FreshEgg freshegguk fresh-egg Thank you Please take one of our FREE empathy mapping guides
  24. 24. Sponsored by Charity digital conference 21 November 2018 London #charitydigital
  25. 25. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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