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Design Thinking and Innovation Metrics › Templates › Design Thinking 101
Design Thinking 101 · book page 110
Empathy Map
A map to capture what customers say, do, think and feel, and to connect it with persona, jobs to be done and value proposition.
When to use it
After interviews and observations, to synthesize insights and reveal gaps between real and assumed behavior.
How to start
- Fill in SAY, DO, THINK and FEEL from your observations and interviews.
- Derive the problem scenario, the jobs to be done and today’s alternatives.
- Sketch a better value proposition and note what is still unexpected or unclear.
The book explains the tool step by step, with examples of measurements.
More Design Thinking 101 templates
Design Thinking 101 · p. 114Personas/User ProfilesA template to describe and compare personas with demographic, motivational, personality and custom criteria.Design Thinking 101 · p. 123Experiments/Prototypes Tracking CanvasA canvas to plan experiments, capture learnings and calculate a confidence level from insight and strength of evidence (I × E = C).Design Thinking 101 · p. 129Design Thinking CanvasOne canvas for the whole design cycle, from problem statement, empathy map and jobs to be done to ideation, MVP requirements and the final prototype.
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Order on AmazonDesign Thinking and Innovation Metrics, Wiley 2023: every tool explained step by step.
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