Itaipu 04 Conheça quem sofre com o problema

Summary

The video explains the use of an Empathy Map to understand a target persona, Luís, a 40-year-old entrepreneur. The map helps outline his characteristics, what he sees, hears, thinks, feels, and does, as well as his goals and challenges. Luís desires to grow his business and provide the best education for his children but struggles with delegating tasks, managing time, and balancing work and family life. The map serves as a tool to identify pain points and ambitions, ultimately guiding solution design to meet his needs and improve his business and personal life.

Takeaways

• 😀 The problem definition process starts with understanding who is affected by the issue. It's essential to identify the target audience or 'persona'.
• 😀 The Empathy Map tool helps organize and structure the understanding of the target audience, making it easier to address their needs.
• 😀 Empathy Maps start with demographic details about the persona (e.g., age, profession, income level), such as an example of a 40-year-old male entrepreneur named Luís.
• 😀 The 'What He Sees' section of the Empathy Map focuses on the environment the persona interacts with, including work, friends, and exposure to media.
• 😀 The 'What He Hears' section reflects the influence of peer pressure or advice from friends and colleagues on the persona's behavior and decisions.
• 😀 The 'What He Thinks and Feels' section highlights the internal concerns and challenges the persona faces, such as business growth and family priorities.
• 😀 The 'What He Says and Does' section explores the persona's public behavior, such as projecting a confident business image while struggling with personal issues.
• 😀 The Empathy Map also focuses on identifying the persona's main challenges, such as time management and business performance, alongside their dreams and ambitions.
• 😀 The persona's goals include providing a good education for their children and growing their business significantly, but they face obstacles like employee training and delegation.
• 😀 The Empathy Map helps to clarify the main problems, desires, and motivations of the persona, offering insights into how to approach solutions for their issues.

Q & A

What is the purpose of using an empathy map in this context?

The purpose of using an empathy map is to understand the target audience (in this case, Luiz) better. It helps systematize insights about the person facing the problem, making it easier to develop solutions that address their needs and challenges.

How does the empathy map help in understanding the target persona?

The empathy map helps break down the persona's characteristics, what they see, hear, think, feel, say, and do. This provides a comprehensive understanding of the person, including their environment, relationships, challenges, and motivations.

Who is Luiz, and what are some key demographic details provided in the empathy map?

Luiz is a 40-year-old man, an entrepreneur with a high income (over R$ 2,000 per month). He has two children and is facing challenges both in his business and family life.

What does Luiz see in his daily life, according to the empathy map?

Luiz is exposed to various environments, including his own business, where he interacts with subordinates. He also interacts with other businessmen and executives, and he is exposed to media related to business improvement and fatherhood.

What kind of messages does Luiz hear from his peers and friends?

Luiz hears conflicting messages. Some friends suggest that he should stop focusing on entrepreneurship and seek stable employment, while others push him to grow his business more aggressively.

What are Luiz's main thoughts and feelings regarding his current situation?

Luiz feels a strong pressure to accelerate his business growth, but he also worries about his children's education. Additionally, he is concerned about hiring the right people and making tough decisions, such as firing underperforming employees.

How does Luiz's behavior differ from his thoughts and feelings?

While Luiz expresses a strong and competitive attitude publicly, portraying his company as highly efficient, he has a more authoritarian approach to managing his subordinates. He also struggles with being less involved in his children's education, even though he worries about it.

What are Luiz's main challenges and obstacles?

Luiz faces significant challenges in delegating tasks within his company and ensuring proper training for his employees. He also has a fear of his company failing and is overwhelmed by managing both business and family responsibilities.

What are some of Luiz's primary ambitions and dreams?

Luiz dreams of sending his children to study abroad and expanding his business to increase its revenue by 10 times, ultimately achieving financial freedom.

What specific advice is given to the audience for creating their own empathy map?

The audience is encouraged to print the empathy map and use it to sketch out the persona they are addressing. They should focus on the person's characteristics, what they see, hear, think, feel, say, and do, as well as their challenges and dreams, to better understand their needs and how to solve their problems.