Tutorial-5 Personas And

Empathy Mapping
 Personas
“Designers cannot design a User Experience, designers design for a User Experience.”
What are Personas ?
● User personas are idealised individuals with the aims and
characteristics of a wider set of users. A persona is often given in
a one or two-page paper. Behavior patterns, objectives, talents,
attitudes, and background information, as well as the context in
which a persona functions, are all included in such 1-2-page
descriptions.

● Designers usually create user persona template templates, which

include a few fictional personal details to make the persona a
realistic character
Importance of Personas
● A thorough grasp of a target audience is essential for developing
excellent goods.

● "Who are we developing for?" Understanding target consumers'

expectations, worries, and motivations allows you to build a
product that will meet their requirements and so be successful.

● The research that goes into developing user personas is

typically done early in the design process(Empathize Phase)

● During the second phase of the Design Thinking process, the

Define phase, designers frequently begin creating personas.
Steps involved in Designing a Persona

1. Find the users: Study a lot of users to get a

sense of who they are.
2. Build a Hypothesis: What is the context that
matters.
3. Verification: Find data to support the initial
patterns you identified.
4. Finding Patterns: List the patterns/categories
you found.
5. Construct Persona: Avoid Stereotypes.
How to create a Persona?
Generally, when creating a user persona template you should include
the following information :
● Persona name
● Picture
● Demographics (gender, age, location, marital status, family)
● Goals and needs
● Pain Points (or “Frustrations”)
● Behaviors
● Bits of personality (e.g. a quote or slogan that captures the
personality)
Examples Of Personas from your Design Seniors
 Empathy
Mapping
“Design isn’t crafting a beautiful, textured button with breathtaking animation. It’s figuring out if there’s a way to get
rid of the button altogether.”
What is Empathy?
If designers want to create something that is beneficial to the
people who will use it, empathy is a key virtue. Personas assist
designers in developing understanding and empathy with end
consumers.

● Take on the user's point of view. Creating user personas can

help designers step out of themselves and recognize that
different people have different needs and expectations

● Identify with the user for whom they are developing. The
more designers interact with user personas and view them
as actual individuals, the more likely they are to think about
them during the design process and desire to develop the
greatest product for them.
Empathy Mapping
Traditional empathy maps divide the user or persona into four
quadrants (Says, Thinks, Does, and Feels). Empathy maps, which are
not chronological or sequential, provide a glimpse into who a user is as
a whole.

● SAY : What the user says out loud in an interview or other

usability research is recorded in the Says quadrant. It should
ideally include exact and direct quotes from research.

● FEELS : The Feels quadrant represents the user's emotional

state, which is frequently displayed as an adjective and a brief
statement for context. Consider what concerns the user. What
piques the user's interest? What is the user's opinion on the
experience?
Empathy Mapping (cont.)

● THINK : The Thinks quadrant collects the user's thoughts as they progress through the
experience. Ask yourself (based on the qualitative research): what occupies the user's
mind? What is important to the user? It is possible for Says and Thinks to contain the same
content. However, pay close attention to what users are thinking but may not be willing to
express. Try to figure out why they are hesitant to share — are they nervous, self-conscious,
polite, or afraid to tell others something?

● DOES : The Does quadrant contains the user's actions. What does the user physically do,
according to the research? What steps does the user take?
Importance of Empathy Maps

As their name suggests, empathy maps simply help us build empathy

with our end users. When based on real data and when combined with
other mapping methods, they can:

● Remove bias from our designs and align the team on a single,
shared understanding of the user
● Discover weaknesses in our research
● Uncover user needs that the user themselves may not even be
aware of
● Understand what drives users’ behaviors
● Guide us towards meaningful innovation

Empathy Maps are also created during the Define Phase of Design
Thinking Process.
Examples Of Empathy Map
Conclusions

● Empathy maps may also be used to summarise other

qualitative data, such as surveys and field research.
Instead of the usual 'business card' method, an
empathy map may be utilised to express a persona. As
further data about that persona is obtained, you may
return to the empathy map and add new insights or
delete ones that have changed or been invalidated.

● Empathy maps should be used throughout any UX

process to establish common ground among team
members and to understand and prioritise user needs.
Empathy maps work best when used early in the
design process in user-centered design.

SOURCE:
https://media.nngroup.com/media/editor/2017/12/14/screen-shot-2017-12-1
4-at-55719-pm.png
Use Miro to create Personas and Empathy Maps
- As a whiteboarding platform, Miro helps your team go beyond brainstorming, with a wide variety of
tasks that require collaboration: workshopping, strategy mapping, Agile ceremonies, UX research
and design, product development, customer discovery and process visualization
- https://miro.com/
Deliverables of the Assignment
- You are required to choose any one topic from the list. You are required to produce at least three
personas on the topic
- Three of the personas must capture the following user bases -
– Situational Disability - Situational disabilities are temporary and based on a specific set of
circumstances. Examples include broken limbs, environments that inhibit the senses (e.g., a loud
music venue), and surgery recovery.
– Temporary Disability - A temporary disability can be defined as a disability that affects you for a
short period of time. This type of disability often includes illnesses or injuries that temporarily
prohibit you from participating in daily routine activities such as walking, showering without help,
taking care of the kids, or working. For example, bronchitis or a sprained ankle would be considered
a temporary disability.
– No Disability - A normal user

- Then you have to deliver one Multiple User Empathy Map for the same topic, considering the
personas with at least seven-ten Ideas in each quadrant.
References to Explore More
- https://www.nngroup.com/articles/empathy-mapping/
- https://www.interaction-design.org/literature/article/personas-why-and-how-you-should-use-t
hem
- https://www.nngroup.com/articles/persona/
- Definitely your TAs :)

- Video Links
- https://www.youtube.com/watch?v=UnAuwhu2C9Q (In Hindi)
- https://www.youtube.com/watch?v=HkKf3Mhszww
- https://youtu.be/WT7wl8Wbgo8?si=nNW6IVlj6_gdhGDQ
- https://www.youtube.com/watch?v=TWrY5NkaUKY