WEEK 3 - Emapthy Mapping & Personas

Date Created:          September 17th, 2018

Date Last Updated: September 27th, 2018

Data Analysis

Empathy Mapping

After collecting data from user interview, we started to organize these data for the sake of further understanding of our users. And most importantly, to identify our target users.Empathy map is one of the most effective tool for us to quick catagorize information from the interviews and observation. Basically, there are four quadrants in a empathy map, which are DOING, SEEING, THINKING, SAYING. We first did two empathy maps in class. But we forgot to give these two persons a name so the empathy map we created for these two persons were somewhat unspecific. The other one we did outside class was a litter better. This time, we gave this person a name, and we also tried  to base the content on the actual data we collected.


However, by doing this one, I found the information we obtain from the vegan was not enough as we noticed that a lot of details were missing when we tried to get down to the specifics. That's why I reread the CH 2 and CH 3 of About Face again and searched for other articles to help with understanding. Now I understand empathy map can be used as a tool to bridge the gap between research and personas. Furthermore, it help us to find specific behavior patterns among users, thus synthesizing typical personas. Therefore, I redid the empathy maps by first writing down all the information we got from our interviews and observations adding with some proper imaginative details based on our researches. And then I redesigned the partitions of the empathy map, which is DOING, SEEING, FEELING, THINKING & SAYING, PAIN, GAIN, in order to better indentify information type and synthesize the behavior patterns.


I practiced more about empathy mapping and tried to improve the way I did it.

Writing down all the information we obtained from interviews and observations after reflection. 

I organized them to form our new version of empathy map.



  • Simple interviews are not enough. Observations can provide an access to more details and uncovering authentic motivations and frustrations.

  • It is better for a team to conduct user research together rather seperately. Because not only we can keep consistency of our purpose, but also can help see all sides of a situation and spot more details. We will try to improve on this next time.


Personas depict composite archetypes of our specific users and potential users with specific needs. Unlike a market persona, a UX persona should be as vivid as possible for it help us to dive into users' underlying motivations. The behavior patterns were extracted through empathy map. We created two personas for our users.


One is Adam, a vegan, who claims living on the plant based  food is the healthiest lifestyle. The behavior pattern for this persona is sharing his own diet style with other people.

The other is Amy, a ordinary girl who wants to have a good shape by altering diet and lifestyle. The behavior pattern for this persona is finding a way to look good and trying to persist it.


Insights are causes for all the behavior patterns found in persona. They are not obvious  but deep-rooted reasons. Insights we gained from our research are as followings:

  • People want to be recognized. 

  • People want to feel a sense of belonging.

  • Self-image is very important.

  • Life itself is stressful, cooking should not be troublesome.

  • Communication with people alike can inspire people.

  • Money, time and effort input have strong influences on people's enthusiasm.

  • Signs and Awareness of their body condition are good can motivate people.