Week Four
For week three, I am studying the process of doing the Define phrase in UX design in DesignLab. https://trydesignlab.com/course/units/
Below are my notes for studying the process.
Empathy Map
customer segment
Thinking and feeling
Seeing
Hearing
Pains
Gains
Why do we create empathy maps
cohesive, empathetic view of users
human-centered mindset
research - coherent vision
provide a proxy for the user
gain empathy for users
understand better influencers
How to do
draw on a A4 size template paper
everyone contribute
no filtering of information
data collected from research
pros
tool to build a shared team view of the customer
make sense of disparate data points
great reference tool
great for on boarding new team members
cons
not as visually slick and professional as personas
tension, contradictions, surprises
why
fertile ground of insigts
find out the complexity in the customers
how
A3 paper divide into three sections
Tensions: user needs that are ad odds with each other
Contradictions: user identifies a need but behaves contrarily
Surprises: Something you may not have inferred from a behavior or mindset at the present stage
pros:
allow for further inquiry
understand what area creates the complexity in the problem space
starting point for insights
Personas
better understand users
name and a photo of the person
process:
Research (inputs from empathize phase)
Segmentation start with an enormous amount of data, and high level goals
Affinity diagramming - look for patterns in behaviors, goals, and attitudes
Make them human: decide on the general age, gender, and occupation
quote: best sums up the mindset of the persona
Description/Story
Goals and Pains
how to do: include the technical profile, influences, media channels, social behaviors, specific problem space behaviors + give them a nick name
what to create: A3/Card, Sharable artifact
Pros:
create lasting empathy with users
users become a constant part of the conversation
easily shareable
make communication of the user’s problems to broader audience
Cons:
can be out-of-date as societal behaviors change
technological adoption can change attitudes in short period of time.
In large companies, personas for one project is not usable for another.
Storyboards
simple drawings joined by a narrative shoes the user in the problem space
show users in context
different contexts provide different opportunities
the story must be narrative
why: human centered mindset
context
