EMPATHY MAP

Rapid Design Thinking Template SAYS THINKS

TARGET

POINT OF VIEW (POV) STATEMENT

We spoke with the customer and they said:

needs a way to
[Describe USER]

DOES FEELS surprisingly /

[user’s NEED] because / but…

OBSERVE INFER
[INSIGHT]

Empathize

We met
Test Defi ne [Describe USER]

We were amazed
to learn that
[user’s NEED]

It would be game
changing if we can
[INSIGHT]
Prototype Ideate

How about we: HOW MIGHT WE (HMW) STATEMENT

How might we:

 EMPATHY MAP
Rapid Design Thinking for: SAYS THINKS
[text] [text]
[text]
[Customer name]
TARGET

POINT OF VIEW (POV) STATEMENT

[text] [text]

We spoke with the customer and they said: [text] needs a way to
[text] [Describe USER]

FEELS [text] surprisingly /

DOES
[user’s NEED] because / but…
[text]
OBSERVE INFER
[INSIGHT]

Empathize

We met [text]
Test Defi ne [Describe USER]

We were amazed
[text]
to learn that
[user’s NEED]

It would be game
[text]
changing if we can
[INSIGHT]
Prototype Ideate

How about we: HOW MIGHT WE (HMW) STATEMENT

[text]
How might we:
[text]
Example
Background story: abc Deli is a make-your-own salad deli in the central
EMPATHY MAP business district that is popular for its wide selection of ingredients
Rapid Design Thinking for: SAYS THINKS
(average around 40~50) and simple three tier (hence abc, currently
2/4/8 cents per gram) ingredient pricing. Lunch time order queues
It’s alright, I don’t I know I should
mind the queuing, register my favorite could be long particularly with the social distancing measures, and the
abc Deli’s regulars abc and my order’s too combo as it’s a one- store has been encouraging customers to pre-order via a store-
complicate for the time thing and next branded app. However, adoption has been slow among regulars.
[Customer name] app anyways ha- time it will save me
TARGET
ha! time but…
Jackson,
late 30s, POINT OF VIEW (POV) STATEMENT
banker,
Jackson has tried regular (2-
3x week)
the app but he gave …somehow I have
We spoke with the customer and they said: up completing his a mental barrier
[text]
order and on imagining my needs a way to
[We had our app developer build a prototype of the QR code idea and continues to queue salad and building [Describe USER]
tested it on Jackson and four other regulars.] up instead the order on the
DOES app… FEELS [text] surprisingly /
Lo and behold, so far four of the customers including Jackson have [user’s NEED] because / but…
placed their next orders on the app and some are already repeat app
users! OBSERVE INFER [text]
[INSIGHT]
We spoke with Jackson and he said he loved the idea – it was a pain-
point for him to manually select his 18 favourite ingredients and choice
of dressing on the app, so the QR code populating all of that into the Empathize
app was a relief to him. And he obviously likes the time saving of just
picking up his order from the counter. We met Jackson who is a 2-3x week regular
Test Defi ne [Describe USER]
One suggestion he made was a save function of the special order text
box. He said that he didn’t mind typing “extra pepper and vinegar” in his We were amazed Jackson actually has tried ordering on the app once
order every time since it’s short, but would be nice to have that text to learn that but gave up because he found his usual 18
saved in the “my favorite” function. Good point and let’s reflect that. ingredients
[user’s NEED] combo to complicated to order

It would be game find a way to get over the first hump of ordering
changing if we can as we do have a save your favorite combo
[INSIGHT]
Prototype Ideate function in the app.

How about we: HOW MIGHT WE (HMW) STATEMENT

While we continue the effort to make the app UI better, a low hanging fruit seems
to be an outside of the app menu building solution. How might we:
How about we create a QR code based on their in-store order and let them scan  make the app interface less crowded and tedious to use with our big choices
that into the app for their next order? of ingredients?
We already have an app to POS (point-of-sales system) order flow linkage in place,  make it easier to imagine what the final salad is going to look like?
so we just have to reverse that and sandwich in a QR code generator and print on
receipt function, right?  make the first order easier?
 find a way to input the order without building it on the app?