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Intro to Design Thinking

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Empathy Maps

2:11 with Devin O'Bryan

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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