Customer Journey Map/ Persona Map / Empathy Map

CHAIN REACTIONS, Bernhard Kölmel

PERSONA OR EMPATHY MAP

CUSTOMER JOURNEY MAP

A CUSTOMER JOURNEY MAP TRACES THE INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS THROUGHOUT
THE PRODUCT ACQUISITION CYCLE. THE CUSTOMER JOURNEY MAP IS COMPLETED FOR A REPRESENTATIVE PERSONA IN EACH
MARKET SEGMENT. AFTER COMPLETING THE CUSTOMER INTERVIEW WORKSHEETS, YOU WILL SUMMARIZE CUSTOMERS WITH TWO
TO FIVE PERSONAS.

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PERSONA OR EMPATHY MAP

CUSTOMER JOURNEY MAP

A CUSTOMER JOURNEY MAP TRACES THE INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS THROUGHOUT
THE PRODUCT ACQUISITION CYCLE. THE CUSTOMER JOURNEY MAP IS COMPLETED FOR A REPRESENTATIVE PERSONA IN EACH MARKET
SEGMENT. AFTER COMPLETING THE CUSTOMER INTERVIEW WORKSHEETS, YOU WILL SUMMARIZE CUSTOMERS WITH TWO TO FIVE
PERSONAS.

Example: Sharon (persona) is a 33-year old teacher. Her home coffee maker broke on a Monday morning when she needed to arrive at work
early for a meeting with school staff. During breaks in the school day, Sharon checks features and prices of coffee makers online, and she
noticed an ad on television in the break room for a coffee maker. After work, she goes to the mall to pick up her dry-cleaning, so she also
stops at a nearby department store that advertises small appliances and sells brands she trusts. With scheduled exams for her students
during the week, she decides to purchase a coffee maker immediately since it has comparable features and prices compared to the ones she
researched online. She is delighted to receive special coupons via email for disposable supplies, like filters and special blend coffees.

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PERSONA OR EMPATHY MAP

CUSTOMER EMPATHY MAP

Any good product, An empathy is a collaborative tool,

service or design is teams can use to gain a deeper insight
only good if it into their customers. Much like a user
matches what a persona , an empathy map can
customer desires in represent a group of users, such as a
the product. customer segment.

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PERSONA OR EMPATHY MAP

CUSTOMER EMPATHY MAP

A CUSTOMER EMPATHY MAP FOLLOWS THE THOUGHTS, FEELINGS, PAINS, AND GAINS OF A POTENTIAL CUSTOMER.
USE THE CUSTOMER EMPATHY MAP TO SELECT FEATURES FOR PRODUCT AND SERVICE DEVELOPMENT SO THAT THE
HIGHEST PRIORITY NEEDS OF THE CLIENT OR CUSTOMER ARE MET. ADDITIONALLY, THE CUSTOMER EMPATHY MAP
IDENTIFIES THE EMOTIONAL PULL OF A PRODUCT OR SERVICE FOR A CUSTOMER AND HELPS TO BUILD THE
CUSTOMER VALUE PROPOSITION FOR THE FINAL PRODUCT OR SERVICE.

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PERSONA OR EMPATHY MAP

CUSTOMER EMPATHY MAP

A customer empathy map follows the thoughts, feelings, pains, and gains of a potential customer. Use the customer empathy
map to select features for product and service development so that the highest priority needs of the client or customer are met.
Additionally, the customer empathy map identifies the emotional pull of a product or service for a customer and helps to build
the customer value proposition for the final product or service.

Example: Juan (persona) is a 50-year old office manager. He needs to buy a new vehicle because her car is old and becoming unreliable.
Generally, he does not enjoy the car-buying experience, but he wants to get the best vehicle for the money. Juan really likes some of the
features of his current car: manual transmission, quality brand, and reliable. He’s also excited about some of the new features on his
wife’s new car: Bluetooth, lane departure warning, and more trunk space for his golf clubs. He hears a lot about cars from the guys in
the office and he sees a lot of ads on television during football games. With a mixture of excitement and dread, Juan’s thoughts and
feelings about buying a new vehicle are reflected in the customer empathy map.

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PERSONA OR EMPATHY MAP

QUADRANT 1: THINK & FEEL

• What does the person think and feel?

1. What really counts?

2. Major Preoccupation?
3. Worries and Aspiration?

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PERSONA OR EMPATHY MAP

QUADRANT 2: HEAR
• What does the person hear?
1. What friends say
2. What teachers say
3. What parents say
4. What Influencers say

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PERSONA OR EMPATHY MAP

QUADRANT 3: SEE

• What does the person see?

1. Environment
2. Friends
3. What the market offers

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PERSONA OR EMPATHY MAP

QUADRANT 4: SAY & DO

• What does the person say and do?
PAIN GAIN
1.Fear 1.Wants and Needs
2.Frustrations 2.Measures of
Success
3.Obstacles 3.Obstacles

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PERSONA OR EMPATHY MAP

QUADRANT 5 & 6: PAIN AND GAIN

• What is the person´s pain and gain?
1. Attitude in Public
2. Appearance
3. Behavior towards others

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