Empathy
Discovering user’s underlying needs
Explicit needs: expressed in words Observable needs: uncovered through observation Tacit needs: conscious needs that customers are unable to express Latent: subconscious or dormant needs
Empathy Map
Before the fieldwork
During the fieldwork
See beyond the obvious
- Build Rapport
- Open-ended questions
- No leading questions
- Active listening: clarify questions
- Prepare probing questions
- 5 WHYs
- Show me How
After the fieldwork
Review the observations. Feel free to go back to users to ask more.
Find MCSES and convert them into JTDB
Sample
