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Using Empathy Maps to Better Understand your Jury - Drupal Camp London 2015

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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.

Published in: Design
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Using Empathy Maps to Better Understand your Jury - Drupal Camp London 2015

  1. 1. w w w . s h i r a z e e . c o m @ K u b a i r Understanding Your Jury Tools & Techniques to deep dive Kubair Shirazee
  2. 2. w w w . s h i r a z e e . c o m @ K u b a i r Good Design Starts with a Methodology
  3. 3. w w w . s h i r a z e e . c o m @ K u b a i r DISCOVER DEFINE DELIVER
  4. 4. w w w . s h i r a z e e . c o m @ K u b a i r Good Design is User Centered
  5. 5. w w w . s h i r a z e e . c o m @ K u b a i r
  6. 6. w w w . s h i r a z e e . c o m @ K u b a i r Learn to Empathise with Users…Gain a better understanding
  7. 7. w w w . s h i r a z e e . c o m @ K u b a i r Tools exist to help us do exactly that in a codified manner
  8. 8. 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
  9. 9. 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. Example Empathy Map for an Undergraduate Applicant
  10. 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
  11. 11. w w w . s h i r a z e e . c o m @ K u b a i r …or get the pulse of an individual user segment
  12. 12. w w w . s h i r a z e e . c o m @ K u b a i r
  13. 13. w w w . s h i r a z e e . c o m @ K u b a i r Use them to understand big Brands…
  14. 14. w w w . s h i r a z e e . c o m @ K u b a i r …study the rise of the Far-Right…
  15. 15. w w w . s h i r a z e e . c o m @ K u b a i r …what life is like for those trapped in Poverty and Conflict…
  16. 16. w w w . s h i r a z e e . c o m @ K u b a i r …or how exploitation is viewd by those at the receiving end of it
  17. 17. w w w . s h i r a z e e . c o m @ K u b a i r Empathy Maps can not be built in isolation
  18. 18. w w w . s h i r a z e e . c o m @ K u b a i r Interview individuals Arrange Group workshops Observe Interrogate Collect Analyze
  19. 19. w w w . s h i r a z e e . c o m @ K u b a i r Its Takes Hands-on Field Research!
  20. 20. w w w . s h i r a z e e . c o m @ K u b a i r Why bother?...
  21. 21. w w w . s h i r a z e e . c o m @ K u b a i r …Allows you to walk in your subject’s foot steps
  22. 22. w w w . s h i r a z e e . c o m @ K u b a i r …enables you to Chart the Persona‘s Journey… Interaction with CONTENT
  23. 23. w w w . s h i r a z e e . c o m @ K u b a i r 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
  24. 24. w w w . s h i r a z e e . c o m @ K u b a i r
  25. 25. w w w . s h i r a z e e . c o m @ K u b a i r 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

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