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Empathy map: consumer purchase
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What do they think?

What do they say?

Who are we empathizing with?

What do they need to do or accomplish?

What do they do (where, when)?

What do they feel?
I want him to love it
I want him to love it
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Overwhelmed about the process and timeline
Overwhelmed about the process and timeline
Stressed
Stressed
Frustrated
Frustrated
Anxious
Anxious
Inadequate
Inadequate
Unsure
Unsure
"I was expecting something else."
"I was expecting something else."
Why am I taking so much time to decide?
Why am I taking so much time to decide?
Make sure everything is hooked up before guests arrive for the surprise gaming party.
Make sure everything is hooked up before guests arrive for the surprise gaming party.
Is setup included in delivery costs?
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Gabrielle Diaz
Gabrielle Diaz
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General Information
General Information
General Information
41 years old
41 years old
Married
Married
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One child
One child
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Boy
Boy
11 years old
11 years old
Always interacting with technology, relying on it for research
Always interacting with technology, relying on it for research
Balances personal research with anecdotal advice from friends and family
Balances personal research with anecdotal advice from friends and family
Cost is a major consideration
Cost is a major consideration
Why is this so hard?
Why is this so hard?
Should I get a larger screen or better quality screen?
Should I get a larger screen or better quality screen?
"What brands do you like?"
"What brands do you like?"
Am I paying too much?
Am I paying too much?
"What's the best size to buy?"
"What's the best size to buy?"
"What do you think?"
"What do you think?"
Empathy Map: Consumer purchasing a smart TV
Empathy Map: Consumer purchasing a smart TV
There are so many options
There are so many options
Asks friends for advice and suggestions
Asks friends for advice and suggestions
"Which brand is most reliable?"
"Which brand is most reliable?"
Goal is finding an affordable HD TV for son's room.
Goal is finding an affordable HD TV for son's room.
Primary use will be as a gaming set and a smart TV.
Likes to see products in store before purchasing
Likes to see products in store before purchasing
Procrastinates on big decisions
Procrastinates on big decisions
Typically makes small decisions
Typically makes small decisions
"Where should I start?"
"Where should I start?"
Excited about the party and son's reaction
Excited about the party and son's reaction
Purchase and have delivered by son's birthday party.
Purchase and have delivered by son's birthday party.
Which one would be best?
Which one would be best?
Does product research
Does product research
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Checks several electronics websites
Checks several electronics websites
Compares several products before making decision to see in-store
Compares several products before making decision to see in-store
Compares products online
Compares products online
Makes pros / cons lists
Makes pros / cons lists

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