UX RoundtableWalking in their shoes: The importance of emotional triggers in UX28 April 2016

Career , education history, hobbies and passions- To begin empathy mapping you need to know these things about a person, and a whole lot more.

Introduction to empathy mapping…

The basics…

What is it?Deep-dive into the psyche

The reason we think/do

• The living, breathing person that exists within the persona• The pain points, drivers, fears, actions of the individual• The French think, Americans do• Understanding geography, culture, socio-economic background all make up a person’s behaviour• Collective individualism

The map itself

The basics…

Why is it important?Shapes everything (digital or not)

The alternative is not advisable

• When empathy mapping is used in hyper-personalisation we can only then begin to truly shape the participant interviews, pdesign, IA, UX

• Understanding how your audience thinks before they even search for you online or come to your business gives you the best chance of adoption

• The reasons why not doing research or doing research with focus groups is a bad idea

Drive your own conversation/destiny

• Social media listening – listening to what each person has to say and working out the whens, whys, and hows of their actions means you can target them with content or an action exactly when they want it.

Because, science (reciprocation rules)

• Neuropsychology and 3D brain mapping• Right supermarginal gyrus – how research into this backs up empathy mapping• Advancements in technology help science then science helps technology

How it works…

Cognitive dissonance

• The concept of cog dissonance• How people don’t go for a run as they forgot their fitbit!• The different reactions with logic and emotion• How it links to the reptilian brain

“You don't buy loyalty with percentages. That is key. It's not a question of numbers; it's the first

reptilian reaction”. - Rapaille

• Don’t listen to what people say- they’re most illogical when trying to be logical• How empathy mapping on a reptilian level leads to the best research and ultimate conversion/engagement with your

product/service

Everything has a code

• Everything has a code and find it• Break the code and you’ve managed to personalise on the most basic sensory level• Put four stars on to tie in with military

How do your people feel?

• Make people think of their own clients/ businesses• Empathise with your people and work out how you can then tailor whatever it is to them

Don’t forget offline!

• Offline is massively important too• What do your individual customers want when they walk into your business, get in your taxi, on your aeroplane? • How are they feeling before they book a holiday etc?• How knowing their behaviours means you can use elements such as social validation, successive approximation • Give people content that doesn’t sell anything. But know when. Social listening tells you when people want stuff. • Knowing someone is into spa treatments is all good but knowing they particularly talk about it on a Tuesday afternoon means you

can target content to them then. Have you tried this relaxation technique? No sell but engages at the right time.