Empathizing Persona

Collaborate to create an empathizing persona that details our users' unique journey as they encounter the problem, capturing their aspirations, frustrations, motivations, and eventual elation along the user timeline.

Group Size: 4-5

Materials Needed: Print Empathizing Persona, Pens, Markers and Post-its

Duration: 30-60 mins

Empathizing Persona

An Empathizing Persona is an observational tool we can use to understand the unique journey of our customers as they move through aspirations, frustrations, motivations, and elation.

  • Gain a better understanding of our customers' perspectives to build empathy.

    Understand pain points and opportunities or benefits.

    Collect information to create a digital story.

    Document the team'’ customer insights.

  • Work in small 4-5 team member groups. Collaborate to document your persona's ethnography and unique journey capturing their aspirations, frustrations, motivations, elations.

  • Step 1. Collaborate and document the ethnography of your most likely customers: their Work, Age Range, Family, and Income.

    Step 2. Aspirations: Document the aspirations of your customer. What is their goal? What are they trying to achieve? What road leads them to this problem?

    Step 3. Frustrations: What problem will they encounter on this road that their motivations lead them to?

    Step 4. Motivations: Document their motivation. What are they trying to accomplish that leads them to the problem and your solution?

    Step 5. Elation: How can we solve their problem? What experience can we create that will finally solve their problem?

  • Users' ethnography should help determine or predict their journey through the user's timeline.

    The user's journey as they move from aspiration, frustration, motivations, and elation should relate to each other.

    Utilize user quotes from interviews to document aspirations and frustrations, and motivations.

    Try inferring thoughts and feelings from human behavior, tone of body language, interactions, conversations, word selection, and social cues.

    Look for contradictions in what the user says and how the user behaves.

Data Collection for Empathizing Persona

With an Empathy Persona we can gather an understanding of our potential customer understanding their aspirations, frustration, motivations. During this small scale experiment we can gather critical information to validate our potential customer and their problem.

  • Focus on survey questions to understand your Persona demographics.

  • Understand the problem by documenting what number out of the total of people you have observed have similar feelings, thought, attitudes and emotions associated with pain point/problem?

  • Provide your analysis of possible opportunities related to the pain point/problem.

20 out of 30

20 out of 30 observed has Paint Point

Out of 20 people whom identified pain point. The number one feeling emotion, attitude was……….

Understand the persona’s pain points.

What are the main challenges you face in your daily life/work/industry?

  1. Can you identify any specific obstacles that hinder your progress or productivity?

  2. What are the biggest frustrations you encounter when dealing with [specific product/service/issue]?

  3. Are there any aspects of [product/service/organization] that you find particularly difficult or inconvenient to use?

  4. Have you experienced any recurring problems or issues that have not been adequately addressed?

  5. How satisfied are you with the current solutions available to address your needs? Why?

  6. Are there any pain points that have caused you to consider switching to a competitor or alternative solution?

  7. What improvements or changes would you like to see in [product/service/organization] to better meet your needs?

  8. Can you identify any gaps or areas where [product/service/organization] falls short compared to your expectations?

  9. How does [product/service/organization] fail to address your specific pain points or requirements?