EMPATHY MAP &

USER JOURNEY
PERTEMUAN 3 - PERANCANGAN UX

HANIFAH M AZ-ZAHRA, S.Sn. M.Ds

EMPHATY MAP
EMPHATY MAP
• An empathy map is a collaborative tool that teams
can use to gain a deeper insight into their users.
• It helps us consider how other people are thinking
and feeling
• Much like a user “persona”, an empathy map can
represent a group of users, such as a customer
segment.
 What does he/she
Think & Feel ?
• What really counts
• Major preoccupations
• Worries & aspirations

What does he/she What does he/she

Hear ? See ?
• What friends says • Environment
• What boss says • Friends
• What influencers says • What the market offers

• Attitude in public
• Appearance
• Behavior toward others

What does he/she

Say & Do ?

Pain • Fears Gain • Wants & needs

• Frustrations • Measures of success
• Obstacles • Obstacles

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EMPATHY MAPS - USER CENTRED DESIGN BY TONI GRANOLLERS
What do they SEE?
Describe what the user sees
in their environment
(kondisi yg dihadapi saat ini)
◦ What is their environment?
◦ Who are the key people in their environment?
◦ What kind of offers are they exposed to?
◦ What problems do they face?
What do they HEAR?
Describe what the users hear
in their environment.
(hal-hal yg mempengaruhi user)
◦ What do their friends and family tell them?
◦ What do they hear in their professional
environment?
◦ Who are their main influences?
◦ How are they influenced? Through what
means?
What do they THINK and really FEEL?
Try to outline what is in the mind
of the user. (pendapat dan perasaan terhadap
kondisi saat ini)
◦ What really matters to them
(and what they do not say)?
◦ What moves them?
◦ What are their dreams and aspirations?
◦ What are their concerns?
What do they SAY and DO?
Imagine what your user would say or
do in public. (aksi yg dilakukan terkait kondisi
saat ini)
◦ How do they behave in public?
◦ What do they say matters to them?
◦ What are the differences between what they say and
what they think?
◦ Do they influence anyone?
What FRUSTRATES (PAIN) them?
Think about what concerns your
customer.
◦ What really concerns/frustrates them?
◦ What obstacles do they encounter to reach
their goals?
◦ What risks do they have to assume?
What MOTIVATES (GAIN) them?
Think about the main concerns and
motivations of your customer.
◦ What do they really want or need to
achieve?
◦ How do they measure success?
◦ How do they try to achieve it?

Try not to add generic answers that do not add value to your product idea.
Remember that you have to dedicate time to validate them.
Example – A Tourist
We are going to look at an example: Julian is a 29 year old man who likes to
travel. He usually travels with his partner or friends, and likes to arrange trips
on his own. The Empathy Map might look similar to the following:

EMPATHY MAPS - USER CENTRED DESIGN BY TONI GRANOLLERS 7 / 13

USER JOURNEY
A user journey is a series of steps (typically 4-12)
which represent a scenario in which a user might
interact with the product. Two types of user journey:
• Retrospective maps:
where you map out how users currently do stuff
(typically based on research findings);
• Prospective maps:
where you map how you expect users to behave with
a new product idea.
USER JOURNEY
USER JOURNEY
• Horizontal axis: steps through time
Steps on the horizontal axis will vary according to the
problem you’re working on
• Vertical axis: themes for analysis, usually consist of:
1. Actions: the thing the user needs to do to move to the next step
2. Questions: things the user needs answering before they’ll be
willing to move to the next step
3. Happy moments: positive, enjoyable things that improve the
experience
4. Pain points: frustrations and annoyances that spoil the
experience
5. Opportunities: design enhancements that you could implement
in a new product, that address any of the problems identified.
Example: User Journey of video taking, transferring, editing and sharing
REFERENCES

• https
://medium.com/@harrybr/how-to-run-an-empathy-us
er-journey-mapping-workshop-813f3737067#.
khhj8xdyd
• https://
www.slideshare.net/DCU_MPIUA/empathy-maps-44
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