EMPATHY & EXPERIENCE MAP WORKSHEET:

Food and travel blog

Our customers (user’s/clients) need a better way to:

 Learn about the food culture of different countries through recipes

 Find valuable information to plan their own travel itineraries.
Because:

 They are looking for easy, interesting new recipes on the internet.
 Because they are looking for accurate information and inspiration to organize their
travels

Customer Avatar

Gender: Women
Age: 25-40
Household income: Upper, upper middle.

Hobbies: She likes to cook, she travels, and she likes to experience culinary tourism.
Marital status: Many of them are married with children.
Geographical location: Europe, South America, Asia, U.S.A
Other observations: She is a consumer of organic products, she speaks English, she likes to
organize her travels, and she likes food styling.
Empathy Map
Thinking:
• I wish they had videos to understand the
process better.
• I think that this recipe is great but where
can I find those exotic products?
• I think that the recipes are well explained.
• Finally I can understand how easy it is to
make that Asian dish that I love.
• I want something reliable.
• I want something to impress my guests on
this special occasion. I am looking for
inspiration.
Feeling:
Feeling good about how fast the website
loads.
• Feels good about the clarity of the titles,
this makes searching easier.
• She is worried about if the recipe is going to
be too difficult to execute.
• She feels that this is taking too much time
and that she has other important things to
do.
Take some notes here about how you plan to collect the information you will need for your
empathy map:
E-mail Interviews, online surveys, calls.
Seeing:
A pleasant web design that she likes.
• That it is easy to browse between
categories.
• That she can find not only recipes and food
articles but also travel itineraries and travel
advice.
• That the website is still new because it
does not have too much content yet.
• That the ingredients used in the recipes
are of good quality and healthy.
• Beautiful pictures and systematic
explanations.
Doing:
• Observing the pictures of the blog.
• Looking for special dietary requirements
such as gluten-free or veggie friendly recipes.
• Looking for ideas or how to present a dish
in a beautiful and special way.
• They might be print the information for
cooking later.
 Experience Map

How does the prospect find you? What is the first point of contact? Does she initiate it, or do
you?
She finds me on the internet, looking for a new recipe that she would like to cook for her family
and/or friends, or looking for travel advice for a specific destination.
What does the sales process look like today? Anything you know should be fixed.
I am working on the selling process. I am going to make sure to include a call to action to the
articles, build up a mailing list and work on some free content that I can give away as a reward.
What kinds of web-findable content (blog, YouTube channel, podcast, etc.) are available to
the prospect so she can begin to educate herself about your product or service? What
questions are answered? How will that content be crafted to be both interesting and
useful/relevant to the prospect’s problems?
My primary web-findable is my blog where she can find all the information and content she
needs free. For the food articles: I am planning to start a YouTube channel with videos where I
can show how to execute the recipes. The questions that can be answered are; how to find, use
and understand some foreign ingredients and to simplify difficult recipes making them easy to
execute and making them healthier. The content is crafted in a clear way with systematic
pictures, I also explain how to find substitutes of some exotic ingredients that are not easy to
find. For the travel articles: I am offering important and specific information for planning and
organizing travel itineraries. This information is reliable because it is written after I experienced
it personally.
What motivates the prospect to raise her hand for permission-based content, like an opt-in
email list? What makes taking that action irresistible for her?
I am going to create a visual cheat sheet or a handy template to give away as a reward for
subscribing.
What does the prospect need to know in order to make an informed decision to buy?
She needs to learn valuable information, for example if I am recommending a product; my
review will be absolutely honest and unbiased.
What does she need to believe and experience in order to be delighted to become a client or
customer?
I think she needs to feel inspired by the content and she needs to feel that it is a reliable place
to find recipes (after testing the recipes herself and feeling very happy about the result and
receiving compliments from family and friends).
What does the actual purchasing experience look like? What are the steps? How could that
process be made simpler and more enjoyable?
Now I am not selling any product, but I am planning to link to a page where she can buy my E-
travel guides and E-cookbooks. In addition, I will make it easier using a professional site such as
Amazon. It will also be possible to purchase the E-books directly from the blog using Pay pal.
What happens immediately after the purchase is made?

She will get an order confirmation and a download link to download her E-books.

How is the product or service delivered today? How could you make that experience more
satisfying for this avatar?
It is been delivered online very fast. They can write a review to share it with other possible
buyers. I will also offer a refund in case the client is not fully satisfied with the product.
What is the plan for staying in touch with this new customer? For ensuring that she is having
an excellent experience with your product or service?

She will receive a survey, to rate the whole buying process and share any concerns.
How does a delighted customer find out how to refer you to others? What are the steps of
that experience?
It is effortless because, under each article, there are shareable buttons for sharing the content
using different social media channels.
You will be creating lots of “High Five” content throughout your content program, but if you
have any preliminary thoughts on pieces you know you will want to create, you can note
them here:
Educate:
I will get her to learn to know me better. I will show her that she can learn from my mistakes. I
will share valuable advice based on my own experiences.
Motivate:
I will motivate her by showing her that she can also cook a delicious dish. I will make her feel
good because her family is happy with the food she cooked. I will make her feel good because
she is happy with the itinerary that she planned for their holidays using the information on the
blog.
Challenge:
 I will inspire her to achieve more, by creating beautiful dishes from different cultures. I will
challenge her to create her own travel itineraries for places she never visited before.