Question
User empathy maps are practical tools in avoiding negative ROI by ensuring that the product design and development process is user-centered. They help in understanding the needs, behaviors, and attitudes of the users, which can guide the team in making informed decisions about what features or improvements to prioritize. This can prevent investing time and resources into features that may not be useful or appealing to the users, thus avoiding negative ROI. They also help in identifying potential issues or biases in the design process, allowing for adjustments to be made early on, which can also contribute to positive ROI.
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As each product has multiple user groups, users can be grouped into cohorts. Empathy maps can be created for persona types from each cohort to "wire" the designer and product manager's mental frame into the shoes of a real potential user. Everything from their attitudes and behaviors, what they hear, see, think, and do can be used. These user empathy maps can ground team members as a source of truth so that subtle biases don't take over the design process. Empathizing with the users helps determine what features or improvements are not just worth your time, but will also create positive feedback loops.
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