Page 38 - Warwickers Fresh Thinking v2014

EMPATHY To empathise with others, we: Observe: view people and their behaviour in the context of their lives Engage: Interact with and interview them Immerse: Experience what they experience by ‘putting ourselves in their shoes’ www.uxempathy.com for online version of empathy map GOAL: The goal of the game is to gain a deeper level of understanding of a stakeholder in your business ecosystem, which may be a client, prospect, partner, etc., within a given context, such as a buying decision or an experience using a product or service. The exercise can be as simple or complex as you want to make it. You should be able to make a rough empathy map in about 20 minutes, provided you have a decent understanding of the person and context you want to map. Even if you don’t understand the stakeholder very well, the empathy-mapping exercise can help you identify gaps in your understanding and help you gain a deeper understanding of the things you don’t yet know. You will also find further guidance on this too in the book ‘Gamestorming’ or at www.gogamestorm.com 38