Download - Class presentation 5
Empathy Map: Students
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
HEAR
THINK & FEELDesires –good university results, successful job, work-life balance,
social recognition, healthy relationship
Concerns – stress, time management, school performance, don‘t meet peoples expectations, image SEE
People – colleagues, family, friends, partners, professors, professionals
Topics – school, experiences, news jokes, opinions, holidays, parties, sports, food, shopping, relationships, advice,
Media – newspaper, email, facebook, radio, TV, instagram
People – colleagues, family, friends, partners, professors,
professionals
Relationships – friends (uni, work, leisure activities,
communities), family, parents
Commerce – pastelarias, kiosks, vending machines, canteen,
restaurants, supermarkets, bars, shopping centers, discos
Attitudes –self-conscious, society aware, energetic life
Behaviors – acts differently with friends, family and professors; share opinions and knowledge, he is used to not having a fized routine
SAY & DO
PAINTime constraints – feeling rushed, little time for family/friends, leisure activities
School – Results do not correspond to expectations/effort
Conflicts - with colleagues in group projects, partner and friends
GAINProfessional Achievements – school results and successful job
Personal Achievements – travel, meet new cultures and personalities, stable life
Social recognition - belong to a reference group, cause impact
Strategies – learn from experiences
Day-in-a-life: Students
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
WAKE UP AT 8 AM
8:30AM HAVE BREAKFAST, READ EMAIL, FACEBOOK
LEAVE HOME AT 9 AM AND GO TO
THE UNI
9:30AM UNI ARRIVAL
CLASSES FROM 9:30 TO 12:30
1-2 PMHAVE LUNCH
GROUP MEETING FROM 2 TO 5 PM
LEISURE ACTIVITIES
5:30 – 6:30 PM
ARRIVE HOME AT 7
PM
RELAX W/ FLATMATES/F
AMILY/ TV
HAVE DINNER AT
8:30PM SLEEP AT 12:00PM
9:30 – 11:30 FINISH
SCHOOL TASKS
Persona: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
PROFILE
João Oliveira, 21 years old
Single, lives with his flat mates
Lives and studies in Lisbon
Master Student in Management at Católica-Lisbon
Prefers communication face-to-face or via phone
He is a curious and creative person, passionate about entrepreneurship, who aims to be a successful entrepreneur in the future.
Likes: traveling, spend time with his friends and family, go to festivals
Hates: negative emotions, although it is difficult for her not being frustrated when she can’t achieve her main goals, especially academically.
Easily overcome obstacles, learning with mistakes, looking for additional solutions, thinking positive and asking for support.
OBJECTIVES Get to know new people,
travel all around the world, learn from successfully stories, be a generous person with the ones she cares the most, get married, have children.
Perform well academically, create her own business, own a big successful company, be rich.
DAY-IN-THE-LIFE
8:00 - Wake up / Shower 8:30 - Breakfast, read e-mails, news, check
social media 9:00 - Leave home and take metro, bus,
train or go by car 9:30 - Have classes 13:00 - Lunch time at the university with
colleagues (canteen/bar/lunch box/ restaurant nearby) or outside with friends
14:00 - Group meeting(s) at the university / Study time / Internet
17:30 - Leisure activities such as go to gym, meet friend or shopping
19:00 - Arrive home / Meet flat mates / Watch TV or series
20:30 - Dinner time, usually at home 21:30 - Finish some tasks of the day / Check email
and social networks again 00:00 - Sleep
Empathy Map: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
HEAR
THINK & FEEELDesires – work-life balance, social recognicition, love, health,
achievement Concerns – stress, job performance, don‘t meet peoples expectations SEE
People - partner, colleagues, family, friends
Topics - work, children, weekend, plans, sports, food, news, health, holidays, shopping, sex, relationships
Media – newspaper, email, facebook, radio, TV
People - colleagues, family, friends
Relationships – friends (uni, work, sports, neighbours),
family, parents
Commerce – pastelarias, kiosks, vending machines,
canteen, restaurants, supermarkets, bars
Other – transport, offices
Gain control –self-optimization, timing, managment of daily life
Show optimism –seems positive & energetic, doesn‘t complain in public
SAY & DO
PAINTime constraints – feeling rushed, little time for family/friends
Meeting expectations - interfering expectations requiring prioritization
Conflicts - with colleagues (lack of recognition) or partner (lack of support)
GAINFamily – fulfilling relationship, enough time for parents and children
Career – recognition, advancement and fulfillment in professional life
Social regognition – friends, sports clubs, nightlife, leisure time
Financial wealth– house, car, good education for children, „small dreams“
Strategies – self-opimization, get support, using the weekend
Day-in-a-life: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
WAKE UP AT 6:30 AM
8:45 AM WAKE UP CHILDREN
8:30AM ARRIVEAT WORK/ COFFEE
1 PMLUNCH BREAK
6 PMLEAVE OFFICE
6:30COOKING/
LAUNDRY/ HAVE DIINNER/ CALLS
8:30PMBRING
CHILDREN TO BED/ RELAX
SLEEP AT 11111:00PM
7:45 AM DRIVE
CHILDREN TO SCHOOL
2 PM WORK
Persona: Professionals
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
PROFILE
Maria Silva, 38 years old
Married, two children (4 and 7 years old)
Lives in Cascais, works in Lisbon
HR manager for Jerónimo-Martins
Prefers communication face-to-face or via phone, at work usually e-mail
Likes: good food and wine, spending holidays with her family at the Algarve, running, time for herself, shopping, photography
Does not like: gardening, [DOES SOMEONE HAVE MORE IDEAS? THANKS!]
OBJECTIVES
Work-life balance
Career advancement
Well educated children
Social recognition
Healthy living
DAY-IN-THE-LIFE
6:30 – wake up, coffee, emails, radio
6:45 – wake up children, breakfast, shower
7:45 – drive children to school
8:30 – arrive at work, 2nd coffee, chat with colleagues, schedule lunch
13:00 – lunch break, shopping, calls
14:00 – work
18:00 – leave office
18:30 – cooking, laundry, homework, calls
20:30 – bring children to bed, time with partner, talk, entertainment, emails,
23:00 – go to bed
No skills to cook
No time to cook
No want to cook
No quality food options
Website Convenience & usability
Fast delivery Variety0%
20%
40%
60%
80%
100%
34 4
3
67
87
54 4
5
21 1
The general website concept and key differentiators are validated
# of positive answers # of negative answers Validated
Interviews Briefing
EMPATHY MAPS | DAY-IN-A-LIFE | PERSONAS | INTERVIEWS
Sample size N= 8 Validation metric: 60% positive answers
Interviews Script
TOPICS / QUESTIONS NOTES HYOPOTHESIS VALIDATED (YES / NO)
1 IntroductionPersonal introductionPurpose and scope of interview
n.a. n.a.
2 Interviewee CharacteristicsName, Gender, Age
n.a. n.a.
3 Attitude towards cooking?FrequencyLove vs. hateAlone vs. in communityGood vs. bad cookInterest in recipes, etc.Reasons for that attitude?No timeNo wantNo skills
No skills to cook No time to cook No want to cook
4 Context of Eating?At home, at workplace, at uni, on the goTake time vs. in a rushAccessibilityBring own food, cook or buy food (restaurant, cafeteria, etc.) Satisfied with this situation?Why or why not?
No quality food options
Interviews Script5 Introduction of YND
Very brief, i.e. food ordering and delivery (!) What is your opinion about that?Would you use it? Why or why not?
Website
6 Importance of convenience?Filters (location, type, price, delivery time,…)Search functionCustomer ratingsOnline payment
Convenience, usability
7 Importance of fast delivery? Fast delivery
8 Importance of variety?RestaurantsPrice and quality rangesType, e.g. breakfast vs. lunch
Variety
9 SummarySummarize and make sure you did not misunderstand the interviewee.
n.a. n.a.