Required Blog Post #13: Customer Empathy Map

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A customer empathy map is a technique used by designers in order to better understand their target audience. Creating this map helps the designer dissect all parts of the customer’s needs and wants, rather than just assuming what they may think they need and want. Hitting all senses of hearing, seeing, feeling, doing, along with their fears and goals, detaches the designer’s mindset of focusing on only one aspect. Reviewing the ins and outs of the voice of the customer will help harmonize the basic needs, wants, and user experience that is demanded.

Hear:

  • You missed your stop
  • Conductor over loud speaker
  • This is the last stop
  • Why are you late to class?
  • Why are you late to work?
  • Do you know when the next train is?
  • The train to ____ is running on time
  • Loud conversations

See:

  • Business people
  • Poster campaigns
  • City folk
  • Commuters
  • Drunk young adults
  • Tickets
  • Bracelets
  • Wristbands
  • Watches
  • Headphones
  • Each town in electric banner

Say & Do:

  • I hate the train commute
  • I’m never taking the train this late again
  • Can you wake me the town before ___?
  • Take a cab
  • Carpool
  • I’m late
  • I feel asleep on the train can you take me home?
  • Do you know when the next train is?
  • Smart phone syncing
  • Make room for crowds
  • Does this train have a transfer?
  • Is this train express?

Think & Feel:

  • Do I have my ticket?
  • Relying on something to wake me up on time
  • What if I miss my stop?
  • Impatience
  • Frustration
  • I hope I make this train
  • I’m so tired
  • Is the train on schedule?
  • Vibrations and motions of the train

Pains:

  • Being late
  • Working late hours
  • Working double shifts
  • Am I on time?
  • Losing WIFI
  • Train being delayed
  • Phone dying
  • Back up plan if phone dies
  • Getting lost

Gains:

  • Getting off at the right stop
  • Time management
  • Being on time
  • Making the transfer
  • Quick access to train schedule
  • Easy referencing back to train schedule
  • Warnings for delays

My Progress:

This past week I focused more toward the competitors of my product. I read up on a few apps with sleeping alarms, tracking records, and alarming options. I wanted to discover more features that my wristband is able to do in order to really intrigue my target audience even more. Reading upon several reviews helped me understand another side of the target audience. The empathy map helped me think beyond just the product itself and what the user is actually thinking about, worried about, wanting to get out of their experiences, and so on. There is still a lot more research that shall be done with time. As Amanda said “RESEARCH RESEARCH RESEARCH.” I’ve actually discovered a lot with this helpful advice! In the coming weeks I plan to attend upcoming events, touch back on my portfolio pieces, and with enough confidence set up a couple appointments with design professionals.

Interviews:

Brown, Terence. “Sleeping in Commute Questions.” Telephone Interview. 15 Nov. 2014.

Butt, Andrew. “Sleeping in Commute Questions.” Telephone Interview. 30 Oct. 2014.

Cerrone, Meghan. “Sleeping in Commute Questions.” Telephone Interview. 30 Oct. 2014.

Clabby, Kim. “Sleeping in Commute Questions.” Telephone Interview. 16 Nov. 2014.

Davis, Vince. “Sleeping in Commute Questions.” Personal Interview. 29 Oct. 2014.

Gannon, Jen. “Sleeping in Commute Questions.” Personal Interview. 31 Oct. 2014.

Gannon, Joe. “Sleeping in Commute Questions.” Telephone Interview. 30 Oct. 2014.

Jean Baptiste, Freed. “Sleeping in Commute Questions.” Telephone Interview. 12 Nov. 2014.

Kasschau, Mariel. “Sleeping in Commute Questions.” Telephone Interview. 30 Oct. 2014.

Kelly, John. “Sleeping in Commute Questions.” Personal Interview. 29 Oct. 2014.

Khan, Sahar. “Sleeping in Commute Questions.” Telephone Interview. 30 Oct. 2014.

Kim, Diana. “Sleeping in Commute Questions.” Personal Interview. 29 Oct. 2014.

Liegmann, Lauren. “Sleeping in Commute Questions.” Personal Interview. 29 Oct. 2014.

Lowell, Kirsten. “Sleeping in Commute Questions.” Telephone Interview. 15 Nov. 2014.

Mardi, Mack. “Sleeping in Commute Questions.” Telephone Interview. 31 Oct. 2014.

Montelione, Jason. “Sleeping in Commute Questions.” Personal Interview. 29 Oct. 2014.

Morales, Ricky. “Sleeping in Commute Questions.” Telephone Interview. 30 Oct. 2014.

Nigro, Samantha. “Sleeping in Commute Questions.” Telephone Interview. 12 Nov. 2014.

Perez, Victor. “Sleeping in Commute Questions.” Personal Interview. 15 Nov. 2014.

Schendorf, Chris. “Sleeping in Commute Questions.” Telephone Interview. 30 Oct. 2014.

Tamayo, Nico. “Sleeping in Commute Questions.” Telephone Interview. 30 Oct. 2014.

Rodriquez, Darwin. “Sleeping in Commute Questions.” Personal Interview. 14 Nov. 2014.

Riddick, Jordan. “Sleeping in Commute Questions.” Telephone Interview. 12 Nov. 2014.

Silva, Zachary. “Sleeping in Commute Questions.” Telephone Interview. 12 Nov. 2014.

Denzel. “Sleeping in Commute Questions.” Telephone Interview. 15 Nov. 2014.

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