Design Thinking Tool #4 By The Argonauts | Empathy Map

Summary

This video tutorial guides viewers on creating an empathy map to understand customers' experiences. It emphasizes the importance of getting into the customer's mindset, particularly for hotel guests checking in. The script explores what customers see, say, do, and hear, and how they feel about waiting times and reception services. By analyzing these aspects, the video aims to help designers gain insights to improve the customer experience.

Takeaways

• 🧘‍♂️ Empathy maps help teams understand customers by getting inside their heads.
• 👥 The exercise should involve the team along with stakeholders who interact with the customer.
• 🏢 The example provided is about customers arriving at a hotel.
• 🗺️ The tool's power comes from understanding different perspectives of those working on or with the product or client.
• 👀 Customers want to check into the hotel but perceive long waiting times.
• 💺 They express a desire to sit down, indicating discomfort with the current process.
• 🏊‍♂️ Customers might go to an interactive sign or the pool to wait, showing potential areas for service improvement.
• 👂 They hear complaints about waiting times but also positive feedback about luggage storage.
• ❤️ Customers want to feel welcome and start their vacation as soon as possible.
• 🛠️ With this information, the team can proceed to the next step in the design process with a clear view of customer feelings.

Q & A

What is the main purpose of creating an empathy map?

The main purpose of creating an empathy map is to get inside the head of your customer, understanding their needs, thoughts, and feelings, along with your team and other stakeholders.

Who are the stakeholders involved in creating an empathy map?

The stakeholders involved in creating an empathy map include team members, people working on the product, those working with the client, or even the clients themselves.

What is the scenario presented in the video script for the empathy map?

The scenario presented is customers arriving at a hotel.

What is the primary need of the customers in the given scenario?

The primary need of the customers is to check into the hotel.

What are the customers likely to see and say according to the script?

Customers are likely to see the hotel reception and complain about the long waiting time, expressing a desire to sit down.

What actions might the customers take while waiting to check in?

Customers might stand at the information desk, go to an interactive sign, or go to the pool to wait.

What do the customers hear from others about their experience at the hotel?

Customers hear complaints about the waiting time from others, but also hear that they can store their luggage somewhere else.

What are the customers' thoughts and feelings as they wait to check in?

The customers just want to start their vacation as soon as possible and feel welcome.

How does the empathy map help in the design process?

The empathy map provides a clear view of what the customer feels, which can guide the next steps in the design process.

What is the importance of understanding the customer's perspective in the empathy map?

Understanding the customer's perspective is crucial as it helps in tailoring the product or service to meet their needs and expectations, leading to a better customer experience.

How can the insights from the empathy map be utilized to improve the hotel's check-in process?

The insights can be used to reduce waiting times, improve the check-in process, provide seating areas, or offer alternative waiting areas like the pool to enhance customer satisfaction.