The workshop explored the empathy map for Bob. An empathy map structures what Bob ‘Say’, ‘Feels’, ‘Thinks’ and ‘Does’.Bob, owning a bike rental business, THINKS this is a great opportunity. “How much can I earn?.” He thinks about the situation and his capacity to deliver his service.
Empathy Map for Bob at the Bike Rental
“Do I have enough bikes, locks, helmets?”. “How should my customer pay?”.
But at the moment he FEELS happy and a bit stressed. He needs help to pull this off. And he feels good about helping people.
He SAYS – “I love SL and the business it brings me” and asks “Where should I keep my bikes to be ready?”.
He bumps up the price of rentals and calls in help from his friends using SMSs.
Empathy Map for John the Police
John THINKS, and fears, that crimes were committed and hopes that no one is hurt. He assesses where dangerous situations may occur. He needs to work overtime.
He FEELS stressed and disappointed. Oh, no, not again. He needs to stay focused and realize he just missed his ‘fika’-break 🙁
He SAYS – “How can I help” and “Keep CALM”. He instructs on routes to exit out of Stockholm city.
He gives directions and advice. He sizes the situation, reports on needs, and calls in for assistance. He provides assistance to people with special needs.
We ended the workshop by calling out the needs of Bob and John.
Based on the needs statement, we find the following design opportunities
- Need directions on where to go – hotel, restaurant, or another meet-up place
- Need options on transportation – car, bus, bike?
- Need clarity on schedules – when leaving from where?
- Need pricing information – do I have the money?
- Need to find a friend
- Need to find a guide
- Need to find a local