Empathy maps synthesize the observations of our research process, helping to distinguish between what the user says, does, feels and thinks.
Capturing only what the user says is easy, but getting a complete look is difficult if you do not properly apply the tools of prototyping, in-depth interview and immersion. The effort is worth it, since the best inspiration usually comes out of undeclared emotions and contradictions.
We recommend adding to the empathy map a field that synthesizes the functional and emotional needs. These needs will be a key input for the ideation process.
Focusing on the emotions that arose at the time of purchase allowed us to design an experience that addressed hidden fearsRicardo Martin - Manager Dercocenter