This document outlines the results of interviews conducted with mothers, business people, and millennials to test hypotheses about a gift purchasing platform. The interviews showed high levels of positive responses from mothers and millennials to using the platform, while business people responded more negatively. The document also indicates most hypotheses were supported except the hypothesis about the website generating more sales than the app.
2. Does the product fit my idea of a perfect
present?
Is the price affordable?
Does the price include all the expenses
(taxes, transport)
How can I do it without leaving home?
Tired
Confused
Determined
Excited to find
something brand new
online
I want to find the best
product
Through this app I can
compare prices
It is a firm’s party
Business
People
Find the
most
adequate
gift
Personalized and easy
service
Purchase online, without
going to the physical store
Compare the prices
Talk with colleagues to
know their preferences
Recommend
ations
Coupon sites
News
Pains
Too much information
Lack of centralized information
High Costs
Lack of time due to work
Gains
Saving time, money and effort
Obtain all the information needed
Parent
warnings
Hear the news
on TV
Friends
EMPATHY MAP
BUSINESS PEOPLE
3. Meet Mr. Wonderful! He is a young professional in an audit/consulting
company. He is 26 years old, and he joined his firm 3 years ago. As of now,
he has a team of 5 people with whom he executes projects in limited time
settings. He is always busy.
Mr. Wonderful is living alone. He is tired of living alone since he has to take
care of household by himself and he misses his friends and family.
When Mr. Wonderful has a chance to be around friends and family, he likes
to make them happy by giving presents. Besides, Mr. Wonderful is aware of
his reputation and wants to maintain a positive image. He does that by
never forgetting favors done to him and always gets back with a present or
favor of his own.
07:00 am – Wake up, shower, suit up and breakfast
08:30 am – Arrive at work, meets up with the boss and has a briefing with his team
01:00 pm – Lunch time until 02.00 am
06:00 pm – Ideally, the working day finishes, but Mr. Cordeiro and the company rarely go
home, especially in a busy season.
09:00 pm – Go home and dine. After, he either stays home to talk to his family/friends via
social networks/phone or goes to the gym. If the project deadline is approaching he may
stay late to finish his tasks.
11:30 pm – plans for tomorrow and preparation to go to bed
Personal objectives:
• Maintain good relationships
• Save money
• Find a stable relationship
Professional objectives:
• Develop professional skills
• Build a strong network
• Acquire constant clients
• Advance in career
Mr. Wonderful
Business People
4. Does the product fit my needs?
Is the Affordable price?
Does the price include all the expenses
(taxes, transport)
How can I do it without leave home?
Tired
Confused
Want to go home
Excited to find
something online
I want to find the best
product
Through this app I can
compare prices
It is my friend birthday
Millennials
Find the
perfect gift
Affordable
Personalized and easy
service
Purchase online, without
go to the physical store
Search for what he wants
Compare the prices
Talk with friends to know
their preferences
Online sites
Friends and
family
Disorganized
room
Parents telling
him to study
Hear music
while online
Hear the news
on TV
Pains
Too much information
Lack of centralized information
High Costs
Lack of time due to studies
Gains
Saving time, money and effort
Obtain all the information needed
Exciting way to buy products
EMPATHY MAP
MILLENIALS
5. This is Justin Bieber. He is just a regular student, currently doing a master
in management in Católica Lisbon and he is 21 years old.
Justin is also inside a lot of extra curricular activities, both inside and
outside the University, like the financial club and football. Justin is loving
all his college experience, but in the future he wants to be an
entrepreneur and create a business on his own.
Besides all his classes, assignments, homework and extra curricular
activities, Justin finds some time to go watch some Sporting games in the
stadium and to hang out with his friends.
09:00 am – Wake up
09:30 am – Get ready, have breakfast and leave for school
10:00 am – Meeting with his group
11:00 am till 14:00 am – Classes
02:00 pm – lunch with friends
3:00 pm – financial club meeting
5:00 pm – another group meeting
7:00 pm – football practice
8:30 pm – dinner with his family
22:00 pm – assignments
23:00 pm – getting ready to go to bed (of getting to go out if it is a Friday)
Personal Objectives:
• Travel
• Have a successful relationship
• Constitute family
Professional Objectives:
• Build a successful business
• Gain relevant experience
• Build a powerful network
Justin Bieber
Millennials
6. EMPATHY MAP MUMS
Does the product fit the needs?
Does the price include all the expenses
(taxes, transport)?
Don’t I have time for other things?
How can I do all this without leave
home?
Tired
Confused
Want some free time
Stressed
Excited to find
something new
I want to find something
easy because I don’t want to
waste much time
I still have work to do
I need to prepare dinner
Take care of the children
Prepare family’s clothes
Work at home sometimes
Do grocery shopping
Buy the gifts for kids’
parties
Children’s
complains
Husband’s
worries
Talks with
other mums
Pains
Too many people to take care
Lack of time for her own things
Need to go shopping regularly
Gains
Saving time, money and effort
Comfortable way to buy products
Can have more spare time
Children’s mess
Husband
Friends
Smartphone
Birthday parties
Mums
Find the
perfect gift
Time-saving
Personalized and easy
service
7. This is our mum, Mrs. Mama Bear. She is 40 years old, married, with
two kids with 5 and 8 years old and she works at a full time job in an
office.
Although she has a lot of work, she loves her work and her children
and she is not planning to stop so soon.
She has a babysitter to help her with her kids, so once and a while
she likes to go for a walk and to meet a few friends for coffee.
07:30 am – wake up to the smell of fresh coffee
– Get ready and wake up the kids
07:45 am – Help the kids take a bath and get ready
08:00 am – Breakfast for her and the rest of the family
08:30 am – Drop the kids in school and head to work for another day at the office
06:00 pm – Expected time to leave the office, however, still working when arriving home
06:30 pm – Arrive home; work until 7:30 pm (time that the babysitter leaves)
07:30 pm – Start making dinner
08:30 pm – Have dinner with the whole family and watch some television and soap
operas
10:00 pm – Prepare her, the husband and kids’ clothes
10:30 pm – put the kids to sleep
11:00 pm – prepare to go to bed
Personal Objectives:
• Successful and happy lives for her kids;
• happy marriage;
• free time to spend with family, like travelling;
Professional Objectives:
• Success in her career
• Possibility to go further in her career
Mrs. Mama Bear
Mothers
8. INTERVIEWS RESULTS
Positive
Negative
0
2
4
6
8
H1.1 H2.1 H7.1 H2.2
Mothers
Positive Negative
Positive
Negative
0
0.2
0.4
0.6
0.8
1
H1.1 H2.1 H7.1 H2.2
Business People
Positive Negative
Positive
Negative
0
1
2
3
4
5
6
H1.1 H2.1 H7.1 H2.2
Millennials
Positive Negative
H1.1 We believe that at least 50%
of mothers with children between
5 – 15 years old will use our
platform regularly when we survey
200 mothers.
H2.1 We believe our clients will be willing
to pay online with a credit card or a debit
card when we prove our partners have a
secure payment method by having a
survey to their customers that reaches
90% positive answers.
H7.1 We believe that our website will
generate more sales than our app when
our survey reaches 65% of positive
responses from our potential clients.
H2.2 We believe that, by offering gifts to
orphanages and other social organizations,
we will boost at least 25% of our
sales/revenues/brand awareness when an
A/B testing proves that a platform with an
option to donate has more movement than a
platform without that option.
16 interviews
Editor's Notes
Confused – não sabe o que escolher
Confused – não sabe o que escolher
Confused – não sabe o que escolher
Stressed – muito trabalho e ter de tomar conta das crianças
