Empathy map is used while doing interview to discover customer problems...

1. Empathy map
@WisnuDewobroto

3. Empathy Map

4. Using the Empathy Map
framework you will process what
happened in the interview,
make inferences about the
thoughts and feelings of the
person based on what they said,
and connect the dots to identify a
need or problem he/she has
related to the challenge.

6. SAY section. Write down here all the quotes from the
interview that catch your attention as you review your notes. Be
as literal as possible (as opposed to rephrasing what they said in
your own words).

7. Do :
DO section (optional). If you observed the person in
action, describe here behaviors you saw. You can also
combine interview and observation, by asking the person to
walk you through what they are doing.
**Note that you may not have anything in this section if you
did not have the chance to do observations**

9. THINK and FEEL sections.
Here is where you will
make inferences (educated guesses)
about the meaning of what the
person said.
What if you are wrong?You
may very well be, but if you don’t
take a leap and make inferences,
you won’t get at deep unexpected
needs.At later stages in the
process you will get more data that
will allow you to refine your
understanding and definition of the
problem.

10. STAKEHOLDER needs a way to ________(PROBLEM/NEED)____ Because ____(INSIGHT)_____

11. STAKEHOLDER: Here you should describe the
person you are designing for (one you interviewed).
Use at least 5 adjectives to describe that person.
Make sure you add enough information to paint a picture
of the person to someone who has not met him/her
(“A detailed-oriented, reliable, degree-holding accountant,
who is curious and able to work in teams, as well as
collaborative and creative”).

15. PROBLEM/NEED: Use VERBS instead
of NOUNS to define the problem/need.
Nouns are often already solutions: as an example,
contrast “Joe needs a better pencil” with “Joe
needs a better way to write” or “Joe needs a better
way to capture data.”
In the first case the solution is already implied in
the problem statement, so there is only
opportunity for incremental innovation. In the
latter frames, there is an opportunity to come up
with innovative solutions that may go beyond an
improved pencil.

16. INSIGHT: Here you provide a justification for the need
you stated.The insight often comes from connecting the dots
between different elements on the empathy map.

21. Area?
• Entrepreneurship
• Culture
• History
• Education
• Daily Activities