Empathize

• Empathize Phase Core Concepts

  • Purpose

    • “Understand users deeply without bias”
    • Connect with users as humans
    • Creates products solving real problems

  • Building on Requirements

    • Validate/update existing user info
    • “Research expands beyond initial assumptions”
    • Must balance depth with business constraints

  • Key Research Methods

    • Interviews

      Types: surveys, in-person, phone, video Consider: needed info vs resources Plan within project parameters

    • Empathy Maps

      Answer 5 key questions * Who are users/situations * What they say * What they think * What they do * What they feel

    • User Personas

      “Fictional characters representing user groups” Helps manage large amounts of info Makes user info more memorable Used to explain design choices

  • Example: Bakery Research

    • Initial Assumption

      Older customers prefer phone (tech discomfort)

    • Research Reality

      Actually comfortable with tech Prefer phones for speed/connection

    • Created Persona: “Berta”

      Values staff connection Has visual impairment