DesignThinking

EmpathyMapProblemStatement

Background For a previous UI/UX research project, I interviewed 10 users and watched as they used a Background complex web service.

• Interviewees were marketing and sales managers, and managers for trade show venues.

• They helped evaluate a site for a trade show management company specializing in booth design, delivery, setup, and support.

• The company wanted to know how users perceived the site, and, if it was difficult to use, where the pain points were.

• I gave interviewees a “role and a goal” asking them to outfit a tradeshow booth with specific equipment.

• Users were asked to use three different interfaces including the company’s UK-based subsidiary, and a competitor. I observed and timed their actions

• After completing the tasks, we conducted detailed interviews to get at the mind-set that motivated user actions.

Background For a previous UI/UX research project, I interviewed 10 users and Background watched them use a complex web service.

• Interviewees: gender by educational level and age

Male Female TotalMS/MBA 4 2 6

BS/BA 2 2 4

25-29 3 1 4

30-39 3 3 6

EmpathyMap | The total graphic

STAKEHOLDERSAYS

STAKEHOLDERTHINKS

STAKEHOLDERDOES

STAKEHOLDERFEELS

PROBLEMSTATEMENTProblem 1 The company’s site is actually in the way of what users really want to do. Users see the booth as a means to do something (excel at work, make a deal).

Problem 2 The company’s site provides many choices and forces many decisions. Users feel overwhelmed.

Problem 3 The terms can get technical and tricky. To order electricity, for example, a sales manager has to know what amperage and ohm output is appropriate.