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The empathy map, one of XPLANE's methods for understanding audiences, including users, customers, and other players in any business ecosystem, has gotten some press lately because it was featured in Alex Osterwalder's excellent book, Business Model Generation as a tool for discovering insights about customers.
Here's how it works:
GOAL: The goal of the game is to gain a deeper level of understanding of a stakeholder in your business ecosystem, which may be a client, prospect, partner, etc., within a given context, such as a buying decision or an experience using a product or service. The exercise can be as simple or complex as you want to make it. You should be able to make a rough empathy map in about 20 minutes, provided you have a decent understanding of the person and context you want to map. Even if you don't understand
1. Start by drawing a circle to represent the person and give the circle a name and some identifying information such as a job title. It helps if you can think of a real person who roughly fits the profile, so you can keep them in mind as you proceed. In keeping with the idea of a "profile" think of the circle as the profile of a person's head and fill in some details. You might want to add eyes, mouth, nose, ears, and maybe glasses if appropriate or a hairstyle to differentiate the person from other profiles you might want to create. These simple details are not a frivolous addition -- they will help you project yourself into the experience of that person, which is the point of the exercise.
2. Determine a question you have for that stakeholder. If you had a question you would want to ask them, or a situation in their life you want to understand, what would that be? You might want to understand a certain kind of buying decision, for example, in which case your question might be "Why should I buy X?"
3. Divide the circle into sections that represent aspects of that person's sensory experience. What are they thinking, feeling, saying, doing, hearing? Label the appropriate sections on the image.
4. Now it's time for you to practice the "empathy" portion of the exercise. As best you can, try to project yourself into that person's experience and understand the context you want to explore. Then start to fill in the diagram with real, tangible, sensory experiences. If you are filling in the "hearing" section, for example, try to think of what the person might hear, and how they would hear it. In the "saying" section, try to write their thoughts as they would express them. Don't put your words into their mouth -- the point is to truly understand and empathize with their situation so you can design a better product, service or whatever.
5. Check yourself: Ask others to review your map, make suggestions, and add details or context. The more the person can identify with the actual stakeholder the better. Over time you will hone your ability to understand and empathize with others in your business ecosystem, which will help you improve your relationships and your results.
For one of the activities in the UX design tutorial, I had my participants create good, ol' empathy maps.
Empathy maps from a recent STL VTS on using visual thinking to teach history.
More: www.xplane.com/xblog/2011/08/04/bring-history-to-life-wit...
Empathy maps from a recent STL VTS on using visual thinking to teach history.
More: www.xplane.com/xblog/2011/08/04/bring-history-to-life-wit...
Estos son algunos diagramas del libro Gamestorming que usamos en Ledfish para organizar el proceso creativo. Hay muchos "canvas" que se pueden aplicar deacuerdo a la necesidad especiifica que se tenga.
El Empathymap que sirve para identificar con claridad el cliente al que se dirige un producto o servicio ha sido de gran ayuda.
One of my goals this year is to plan an school project using #designthinking—beginning to end. DT ranks as the #1 mindset/process Education I believe education needs to utilize. (DT has been in business world) There is little awareness/discussion of it in the Midwest. Cool thing is DT can help spur big shifts in learning & culture. If you look at innovative schools like @vidasharks & classes like @dwettrick you’ll find DT. **I reached out to @goleadlocal for their advice & suggestions on how to get started in DT. They answered my million Qs and suggested these Field Books. Will be my firbst full DT project and I can’t wait. #gottadoitmyself to lead it out in the future. WEEKEND READING of AWESOME. #designthinking #empathymaps #thinkgloballeadlocal
Images from the MVIFI workshop "Space-based Creativity & Innovation" at the Primary and Nursery/Kindergarten schools of the University of Chicago Laboratory School.
One of my goals this year is to plan an school project using #designthinking—beginning to end. DT ranks as the #1 mindset/process Education I believe education needs to utilize. (DT has been in business world) There is little awareness/discussion of it in the Midwest. Cool thing is DT can help spur big shifts in learning & culture. If you look at innovative schools like @VidaSharks & classes like @dwettrick you’ll find DT. **I reached out to @goleadlocal for their advice & suggestions on how to get started in DT. They answered my million Qs and suggested these Field Books. Will be my firbst full DT project and I can’t wait. #gottadoitmyself to lead it out in the future. WEEKEND READING of AWESOME. #designthinking #empathymaps #thinkgloballeadlocal
Estos son algunos diagramas del libro Gamestorming que usamos en Ledfish para organizar el proceso creativo. Hay muchos "canvas" que se pueden aplicar deacuerdo a la necesidad especiifica que se tenga.
El Empathymap que sirve para identificar con claridad el cliente al que se dirige un producto o servicio ha sido de gran ayuda.
Images from the MVIFI workshop "Space-based Creativity & Innovation" at the Primary and Nursery/Kindergarten schools of the University of Chicago Laboratory School.
One of my goals this year is to plan an school project using #designthinking—beginning to end. DT ranks as the #1 mindset/process Education I believe education needs to utilize. (DT has been in business world) There is little awareness/discussion of it in the Midwest. Cool thing is DT can help spur big shifts in learning & culture. If you look at innovative schools like @vidasharks & classes like @dwettrick you’ll find DT. **I reached out to @goleadlocal for their advice & suggestions on how to get started in DT. They answered my million Qs and suggested these Field Books. Will be my firbst full DT project and I can’t wait. #gottadoitmyself to lead it out in the future. WEEKEND READING of AWESOME. #designthinking #empathymaps #thinkgloballeadlocal
Images from the MVIFI workshop "Space-based Creativity & Innovation" at the Primary and Nursery/Kindergarten schools of the University of Chicago Laboratory School.
Images from the MVIFI workshop "Space-based Creativity & Innovation" at the Primary and Nursery/Kindergarten schools of the University of Chicago Laboratory School.
Images from the MVIFI workshop "Space-based Creativity & Innovation" at the Primary and Nursery/Kindergarten schools of the University of Chicago Laboratory School.
Images from the MVIFI workshop "Space-based Creativity & Innovation" at the Primary and Nursery/Kindergarten schools of the University of Chicago Laboratory School.
Images from the MVIFI workshop "Space-based Creativity & Innovation" at the Primary and Nursery/Kindergarten schools of the University of Chicago Laboratory School.
One of my goals this year is to plan an school project using #designthinking—beginning to end. DT ranks as the #1 mindset/process Education I believe education needs to utilize. (DT has been in business world) There is little awareness/discussion of it in the Midwest. Cool thing is DT can help spur big shifts in learning & culture. If you look at innovative schools like @design39campus & classes like @dwettrick you’ll find DT. **I reached out to @goleadlocal for their advice & suggestions on how to get started in DT. They answered my million Qs and suggested these Field Books. Will be my firbst full DT project and I can’t wait. #gottadoitmyself to lead it out in the future. WEEKEND READING of AWESOME. #designthinking #empathymaps #thinkgloballeadlocal