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The action begins! This is the part where the design process gets very real. Empathy maps are the simplest way to workshop who your user is and find out what motivates them.
Handouts:
New Terms:
- Empathy Map – a design thinking tool made of quadrants that is used to better understand the overarching traits of a user; typically outside of the context of their workflow.
- Archetype – a collectively-inherited unconscious idea, pattern of thought, image, etc., that is universally present, in individual psyches.
Further Reading:
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[MUSIC]
0:00
This is an empathy map, and so is this.
0:04
We're gonna focus, however,
on one specific version of an empathy map.
0:09
It's a simpler version, and you're welcome
to pick up on other types of empathy maps
0:13
as you become more familiar
with using this tool.
0:17
The most important thing you can take away
from using an empathy map is the sort of
0:21
snapshot of our user
mentality it can create.
0:25
Empathy maps aren't an exact
representation of a single specific
0:29
human being.
0:33
Instead, they're a way for
us to consider a user archetype.
0:34
For instance, an urban college student
is up on the latest tech trends or
0:38
a rural baby-boomer who
just became a grandma.
0:43
There are certain things that
we can infer about the lives or
0:47
habits of these archetypes.
0:50
But remember, they're just assumptions,
until we prove them right or wrong.
0:52
We'll get started by creating
our empathy map skeleton.
0:58
It's made up of a circle and a center and
four lines to create quadrants.
1:02
We will fill it along the way.
1:09
To do this,
you'll need a few supplies to help you.
1:12
Post-its, markers, and
a surface that will host your ideas.
1:14
Once you've drawn the circle and four
quadrants of your empathy map skeleton,
1:20
we will need to name our user and
personify them visually.
1:26
For our project, we will be working
with the archetype of Stable Sarah.
1:30
She's a creative homemaker in her mid-30s
1:35
who acts as the stabilizing
force in her family dynamic.
1:38
She is confident with technology, but
1:42
isn't necessarily a tech expert
outside of Microsoft Office.
1:45
Stable Sarah is going to
be attending EmmaCon,
1:49
which is a fictitious emerald
collector's conference.
1:53
It will be our overall job to improve
her experience through the process
1:57
of purchasing a Weekender Pass
2:01
to the conference through
the conference's website.
2:04
We'll get to know Stable Sarah
better in the next video.
2:07
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