Using Empathy Maps to Better Understand your Jury - Drupal Camp London 2015
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The document discusses the importance of empathy in design methodology, emphasizing user-centered approaches like empathy maps to better understand users' experiences and pain points when selecting a university. It highlights the case of a fictional student, Jack, detailing his considerations and challenges in choosing a university, particularly focusing on the institution Any-U. The text underscores the necessity of hands-on field research and thorough understanding of user interactions to enhance design and content strategies.
Using Empathy Maps to Better Understand your Jury - Drupal Camp London 2015
- 1. w w w . s h i r a z e e . c o m @ K u b a i r Understanding Your Jury Tools & Techniques to deep dive Kubair Shirazee
- 2. w w w . s h i r a z e e . c o m @ K u b a i r Good Design Starts with a Methodology
- 3. w w w . s h i r a z e e . c o m @ K u b a i r DISCOVER DEFINE DELIVER
- 4. w w w . s h i r a z e e . c o m @ K u b a i r Good Design is User Centered
- 5. w w w . s h i r a z e e . c o m @ K u b a i r
- 6. w w w . s h i r a z e e . c o m @ K u b a i r Learn to Empathise with Users…Gain a better understanding
- 7. w w w . s h i r a z e e . c o m @ K u b a i r Tools exist to help us do exactly that in a codified manner
- 8. w w w . s h i r a z e e . c o m @ K u b a i r Think and Feel Hear Say and Do See Situation Pain Gain / before / after www.kubairshirazee.com Empathy Map for… The Current State The Persona The Transformed State What the Persona Hears The NOISE What the Persona Sees The VIEW What the Persona Thinks & Feels The BELEIF What the Persona Says & Does The BEHAVIOUR The PAIN The RELIEF
- 9. w w w . s h i r a z e e . c o m @ K u b a i r Think and Feel Hear Say and Do See Situation Pain Gain / before / after www.kubairshirazee.com Empathy Map for… The Current State The Persona The Transformed State What the Persona Hears The NOISE What the Persona Sees The VIEW What the Persona Thinks & Feels The BELEIF What the Persona Says & Does The BEHAVIOUR The PAIN The RELIEF Think and Feel Hear Say and Do See Situation Pain Gain / before / after Jack is undertaking research to decide on an institution to continue his higher education. Setting costs aside Jack’s current pain is to making sure he makes the right decision. To select an institution that can provided a well rounded university experience and prove to be a competitive edge post graduation in pursuing a career or a placement at a HE institute. ANY-U is the best in London and also the most expensive Great Campus Excellent facilities Student life was not a factor in my choice of Any-U Some professors (specially tenured ones) are not as dedicated. Having Any-U on my resume would help build a good career. Any-U is a club not a university Provides a good student life Sports centre is amazing Digital assets are not great. www. has not got enough information on requirements. www. not good at all I never found what I was looking for. www. is not great needed offline instructions to find information on www. www. essential info not there its very complicated I did not want to go to ANY-U but circumstances changed. Any-U was plan B Attracted to the student lifestyle at Any-U Not convinced Any-U was the best option Lack of choice in Sceinces Online Registration is inefficient Requirements for each school are unclear on the website Digital services for students not useful at all Simple online Registration Reorganising the public website to ease access to requirements information Lack of choice of food outlets and long queues during lunch hour increasing number of students on campus - overcrowding Lack of a community - cliques no easy means of accessing systems I needs/should have access to Digital assets are not great. Em p at h y Map for… Jack is a high school graduate undertaking research for selecting a University to enrol in for an undergraduate degree program at Any-U. Example Empathy Map for an Undergraduate Applicant
- 10. w w w . s h i r a z e e . c o m @ K u b a i r Think and Feel Hear Say and Do See Situation Pain Gain / before / after www.kubairshirazee.com Empathy Map for… The Current State The Persona The Transformed State What the Persona Hears The NOISE What the Persona Sees The VIEW What the Persona Thinks & Feels The BELEIF What the Persona Says & Does The BEHAVIOUR The PAIN The RELIEF Think and Feel Hear Say and Do See Situation Pain Gain / before / after Jack is undertaking research to decide on an institution to continue his higher education. Setting costs aside Jack’s current pain is to making sure he makes the right decision. To select an institution that can provided a well rounded university experience and prove to be a competitive edge post graduation in pursuing a career or a placement at a HE institute. ANY-U is the best in London and also the most expensive Great Campus Excellent facilities Student life was not a factor in my choice of Any-U Some professors (specially tenured ones) are not as dedicated. Having Any-U on my resume would help build a good career. Any-U is a club not a university Provides a good student life Sports centre is amazing Digital assets are not great. www. has not got enough information on requirements. www. not good at all I never found what I was looking for. www. is not great needed offline instructions to find information on www. www. essential info not there its very complicated I did not want to go to ANY-U but circumstances changed. Any-U was plan B Attracted to the student lifestyle at Any-U Not convinced Any-U was the best option Lack of choice in Sceinces Online Registration is inefficient Requirements for each school are unclear on the website Digital services for students not useful at all Simple online Registration Reorganising the public website to ease access to requirements information Lack of choice of food outlets and long queues during lunch hour increasing number of students on campus - overcrowding Lack of a community - cliques no easy means of accessing systems I needs/should have access to Digital assets are not great. Em p at h y Map for… Jack is a high school graduate undertaking research for selecting a University to enrol in for an undergraduate degree program at Any-U. Empathy Maps can be used to gain a 50,000ft Understanding
- 11. w w w . s h i r a z e e . c o m @ K u b a i r …or get the pulse of an individual user segment
- 12. w w w . s h i r a z e e . c o m @ K u b a i r
- 13. w w w . s h i r a z e e . c o m @ K u b a i r Use them to understand big Brands…
- 14. w w w . s h i r a z e e . c o m @ K u b a i r …study the rise of the Far-Right…
- 15. w w w . s h i r a z e e . c o m @ K u b a i r …what life is like for those trapped in Poverty and Conflict…
- 16. w w w . s h i r a z e e . c o m @ K u b a i r …or how exploitation is viewd by those at the receiving end of it
- 17. w w w . s h i r a z e e . c o m @ K u b a i r Empathy Maps can not be built in isolation
- 18. w w w . s h i r a z e e . c o m @ K u b a i r Interview individuals Arrange Group workshops Observe Interrogate Collect Analyze
- 19. w w w . s h i r a z e e . c o m @ K u b a i r Its Takes Hands-on Field Research!
- 20. w w w . s h i r a z e e . c o m @ K u b a i r Why bother?...
- 21. w w w . s h i r a z e e . c o m @ K u b a i r …Allows you to walk in your subject’s foot steps
- 22. w w w . s h i r a z e e . c o m @ K u b a i r …enables you to Chart the Persona‘s Journey… Interaction with CONTENT
- 23. w w w . s h i r a z e e . c o m @ K u b a i r Decision point - As a user I have arrived at a decision. Interaction point - As a user I have engaged with this medium + content. Exception for International prospective students MOOC sites SHORTLIST + SELECT Unofficial Social media channels Represents the influence ‘of’ and engagement ‘with’ content channel. Any-U.EDU Any-U Profile on external websites (top universities.com) Any-U-Press.Com Any-U offline publications 3rd party EDU Journals Any-U Twitter Any-U Official Facebook Group Any-U Official Youtube Channel Any-U Official Linkedin Page and Groups …Allows you to identify Content Touch Points The Content Journey To better design your Content Strategy
- 24. w w w . s h i r a z e e . c o m @ K u b a i r
- 25. w w w . s h i r a z e e . c o m @ K u b a i r Thank You Empathise with your fellow inhabitants of the Third Rock… Like, Follow and Spread the word to… Bring Peace Through Prosperity www.BringPTP.com