Example: Cabin Crew Empathy Workshop
Empathy Workshop Set up
I led an empathy mapping workshop for our vPOS product as a way for us to have a deeper understanding of our users. We did this by visualising their attitudes and behaviours which allows us to make more precise and efficient design decisions.
Goal
To give us a deeper insight into our users by entering their world and seeing things from their point of view. The map creates alignment in a common understanding about our users.
Workshop Agenda
Step One: Brief team on Persona - Allow team some time to read personas posters.
Step Two: What do they see?
Step Three: What do they say & do?
Step Four: What do they hear?
Step Five: What do they think & feel?
Step Six: What are their goals?
Dave - Junior Flight Attendant
Dave is in the middle of service and sees passengers waiting to order. He is concerned as he is running low on coke and his printer has disconnected. Sarah asks him if he knows what an error means on her device. He is in a hurry to finish the food/drinks services and move onto duty free where he can sell more valuable products and hit his sales target.
Sandra - Senior Flight Attendant
Sandra is standing in the galley where she can see the rest of the cabin crew in the middle of service during a full flight. She is setting up her duty free trolley. She hears cabin crew asking each other what is the Brazilian currency code. She is hopeful for a smooth flight with no discrepancies as she experienced a lot of frustrations on the last flight.
Empathy Workshop in Process
Final Empathy Maps
Summary
The workshop was very insightful. We were able to use the user experience skillset of the team to create a believable live user environment. We now have a good baseline context for our personas to live in. The maps show a common understanding of the users needs.
Dave Empathy Map
Sandra Empathy Map
I wanted to make sure that we created not only a greater understanding of our user but also have actionable results at the end of the workshop. This could be done through building a “New Behaviour” table. We reviewed all the current behaviours and built out a list of new ones we wanted our product to help change.
Next Steps
Present and print results for the team to see
Keep our users environmental factors a part of all our design decisions?