Bastian Külzer
@bastiankulzer
Bastian Külzer
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medium.comThe Does quadrant encloses the actions the user takes. From the research, what does the user physically do? How does the user go about doing it?
Sarah Gibbons • Empathy Mapping: The First Step in Design Thinking
An example on buying a TV illustrates how to apply the empathy map.
Sarah Gibbons • Empathy Mapping: The First Step in Design Thinking
It helps to reveal any potential to increase conversion rate or how the user experience the entire flow.
Sarah Gibbons • Empathy Mapping: The First Step in Design Thinking
Traditional empathy maps are split into 4 quadrants (Says, Thinks, Does, and Feels), with the user or persona in the middle.
Sarah Gibbons • Empathy Mapping: The First Step in Design Thinking
The Thinks quadrant captures what the user is thinking throughout the experience. Ask yourself (from the qualitative research gathered): what occupies the user’s thoughts?
Sarah Gibbons • Empathy Mapping: The First Step in Design Thinking
Turn your feature backlog into an actionable matrix of prioritized initiatives using these three frameworks:
Louisa Henry • Use a Product Value Matrix to Prioritize Your Roadmap — Reforge
Visualizing user attitudes and behaviors in an empathy map helps UX teams align on a deep understanding of end users. The mapping process also reveals any holes in existing user data.