Empathize
Phase
Is about building a deep understanding by “walking a mile in their shoes.” By understanding their deeper beliefs, needs and wants we can both delight our customers AND unearth opportunity areas for the business.
Tools in the Empathize Phase
Persona Planner
Persona Planner is a method for identifying WHO we need to learn about and HOW we can learn about them. The result is a User Centered Learning plan that will guide us in uncovering important data and discoveries.
User Centered Research
An effective way to gain foundational knowledge about the experience and problems your users are facing. It is an expedient way to learn what a user is trying to do and understanding what is and isn’t working for them.
Synthesis & Theming
The practice of organizing research findings in order to spot a pattern that provides deeper meaning and insight into the habits and practices of your customer/user.
Empathy Mapping
Allows us to aggregate our learnings from our research with people during the design research. The map provides four major areas which the user demonstrated during the observation/research stage. The four quadrants refer to what the user: Said, Did, Thought, and Felt.
Journey Mapping
A visual representation of the customer/ user journey. It helps you tell the story of the customers’ experiences, needs and perceptions throughout their interactions and relationship with the product/ company/ experience that you are studying.
Opportunity Developer
Used to turn your insight themes into business opportunity. The opportunity statements are more specific, targeted “How Might We” statements that are insight driven and serve as the springboard for ideation.
