Customer Empathy Map - A Process
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This document discusses the importance of understanding customers for startup success. It recommends using empathy mapping to get inside the customer's head and see things from their perspective. The document provides guidance on how to conduct empathy mapping, including questions to ask about what the customer sees, says, hears, thinks and feels. It also discusses identifying customer pains and gains. The overall message is that startups need deep customer insights before building products in order to create genuine value for customers.
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Customer Empathy Map - A Process
- 2. Growth Hacker ! Biz Dev! Co-Founder Passionate about: Startups ! Technology! Programming ! Online Marketing Past companies:
- 3. Keys To Startup Succes “…4 areas you need to excel at in order to maximise your success as a startup.” - Sam Altman! 1. Idea: think of something people WANT 2. Product: build something people LOVE 3. Team! 4. Execution http://startupclass.samaltman.Original text Sam Altman: com/courses/lec01/
- 4. Know Your Customers Paul Graham: ! “What you need to know to succeed in a startup is not expertise in startups, what you need is expertise in your own users.”!
- 5. Know Your Customers Steve Blank: ! “No business plan survives first contact with the customers.”! !
- 6. How Do You Get To Know Your Customer?
- 7. Traditional Marketing Img. source: http://steinvox.com/blog/drucker-kottler-on-marketing-businesshow-have-we-drifted-from-fundamentals/
- 8. Focus Your Marketing On Your Customer Product-focused marketing Customer-focused marketing Customer-Centric marketing • I’m the expert • I create the very best product • I sell it to as many customers as possible • I look at what customer want • I create products to meet their needs • I build loyalty among my customers • Customer experience (before & after buying) • Transparency • Authenticity • Relationship ! => create genuine value for your customers
- 10. How Can I Improve the Life of My Customers? Get personal Get inside his head See things from their perspective Put yourself in his shoes Know him as you would a good friend! ! REPEAT
- 11. Know you customer before you start! 1. Define your customer 2. Empathy map goals: What is their pain? => problem I want to solve How am I solving their problem? => my solution
- 12. Empathy Map What really counts, Major preoccupations, Worries Aspirations Environment Friends What the market offers Attitude in public Appearance Behaviour toward others What family says What friends say What colleagues say What boss says What influencers say Frustration Fear Obstacles Problems Wants Needs Measures of success Obstacles What is she THINKING? What does she SEE? What does she SAY and DO? What does she HEAR? Pain Gain Adapted from Alexander Osterwalder - Business Model Canvas (pg. 136)
- 13. Steps to mapping your customer: 1. Print the empathy map: link here 2. Use post-its to fill it in 3. Ask a lot of questions; no question is dumb 4. Get as many ideas as possible from the exercise 5. Put the entire map on a wall and analyse the ideas! 6. Sketch the main conclusions
- 14. Let’s get to work!
- 15. What Does She See? Questions! How is her environment? How does it look like? Who is around her? Who are her friends? Describe what the customer sees in her environment What types of offers is she exposed to daily and how is she exposed to them? What problems does she deal with? What is a typical day in their world? Adapted from Alexander Osterwalder - Business Model Canvas (pg. 136) Hint: use images to show her environment
- 16. What Does She Say And Do? Questions! Imagine what the customer might say, or how she might behave in public What is her attitude? What could she be telling others? Pay attention to conflicts between what she says and how she feels Adapted from Alexander Osterwalder - Business Model Canvas (pg. 136)
- 17. What Does She Hear? Questions! What do her friends say? How the environment influences the customer What does her family say? Who influences her and how? What does she watch / listen to? Which media channels are the most reachable? What do they hear when other people complain about the same issue? Adapted from Alexander Osterwalder - Business Model Canvas (pg. 136) Hint: add links to sites she visits frequently
- 18. What Does She Think And Feel? Questions! Sketch out what goes on in your customer’s mind What is really important to her? - private, not public Imagine her emotions. What moves her? What might keep her up at night? What are her dreams and aspirations? What worries her? How do they think about their fears and hopes? Adapted from Alexander Osterwalder - Business Model Canvas (pg. 136)
- 19. What’s The Pain - What’s The Gain? PAIN: What keeps my customer up at night?! Biggest frustrations? Biggest obstacles between her and getting what she needs or wants? Which risks might she fear taking? ! GAIN: What makes my customer wake up happy to?! What does she truly want or need to achieve? How does she measure success? What strategies might she use to reach her goal? What is she passionate about? Adapted from Alexander Osterwalder - Business Model Canvas (pg. 136)
- 20. Example: a tourist Source: http://blog.leanmonitor.com/empathy-map-step-client-shoes/
- 21. Conclusions & learnings: • Do as much research as possible. You need to crawl into your customer’s head • Don’t show people your product - you want to find out what’s in their heads, not to put things there • Talk to who you need to talk to, not to whom is available • Don’t get discouraged because the feedbacks doesn’t meet the way you see your product. Listen and learn • Remember: better a little pain now than a lot of pain AFTER you built your product Inspiration: Emmett Shear - How to Run a User Interview: http://startupclass.samaltman.com/courses/lec16/
- 22. What’s next? • Steve Blank: The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company • Alexander Osterwalder - Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers • XPLANE: original designer of empathy map (xplane.com) • Empathy map process: http://www.copyblogger.com/empathy-maps/ • Paul Graham’s blog • YC Sam Altman’s Stanford Class: How to Start a Startup; especially chapter 16: Emmett Shear - How to Run a User Interview: http://startupclass.samaltman.com/courses/lec16/ • Eric Ries - The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses • Steve Blank slides on Customer Discovery: http://www.slideshare.net/sblank/customer-discovery-23251533 • Millenials infograph: http://rgorsht.wordpress.com/tag/millenials/