As more research is gathered about that persona, you can circle back to the empathy map and add new insights or remove those that have changed or been invalidated.Įmpathy maps should be used throughout any UX process to establish common ground among team members and to understand and prioritize user needs. For example, an empathy map can be used to communicate a persona, instead of the traditional ‘business card’ approach. Aggregated empathy maps can also become ways to summarize other qualitative data like surveys and field studies.(However, empathy maps are not a replacement for personas. But they can be one way to visualize what we know about a persona in an organized, empathetic way.) The aggregated empathy map synthesizes themes seen throughout that user group and can be a first step in the creation of personas. They are usually created by combining multiple individual empathy maps from users who exhibit similar behaviors and can be grouped into one segment. Aggregated empathy maps represent a user segment, rather than one particular user.One-user (individual) empathy maps are usually based on a user interview or a user’s log from a diary study.They can help UX professionals understand what aspects of their user they know and where they would need to gather more user data.Įmpathy maps can capture one particular user or can reflect an aggregation of multiple users: Multiple-Users Empathy MapsĮmpathy mapping can be driven by any method of qualitative research (and can be sketched even if research is lacking). (If you don’t have anything to put into a certain quadrant, it’s a strong signal that you need more user research before proceeding in the design process.) One User vs. The 4 quadrants exist only to push our knowledge about users and to ensure we don’t leave out any important dimension. Do not focus too much on being precise: if an item may fit into multiple quadrants, just pick one. Some of these quadrants may seem ambiguous or overlapping - for example, it may be difficult to distinguish between Thinks and Feels. It is our job as UX professionals to investigate the cause of the conflict and resolve it. This is when empathy maps become treasure maps that can uncover nuggets of understanding about our user. You will also encounter inconsistencies - for example, seemingly positive actions but negative quotes or emotions coming from the same user. It is natural (and extremely beneficial) to see juxtaposition between quadrants.
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