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Empathy maps

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Empathy Maps

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Empathy maps

  1. 1. Empathy Maps What does he DO? Attitude towards actual use What does he SAY? Say about other users Motivation for using things
  2. 2. Why Empathy Maps  Synthesize observations  Draw out unexpected insights  Needs are verbs, not nouns.  Insights – Tensions and Contradictions
  3. 3. Empathy Map for Jackie – a Nike user What does he DO? Attitude towards actual use What does he SAY? Say about other users Motivation for using things Forgets to carry her devices everywher e “I want to track my activities all the time” The calories burnt on the treadmill Feels unhealthy “ Nike Fuel is so addictive”
  4. 4. In class exercise  Create a persona for a FitBit user  Dive deep into understanding persona using empathy maps.  Output – A list of pains and gains and a scanned picture of the empathy map. Each of you should upload your group work. 4

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