Empathy maps are a representation of the various facets of a persona and his or her experiences with respect to a given scenario or topic.
This exercise helps us organize our observations, build a deeper understanding of audiences’ experiences, and draw out unexpected insights into what they need.
It also provides a foundation of material to fuel our journey mapping.
One of the largest health insurance providers in the United States touched the lives of the nearly 37 million members enrolled in their health plans. They were dedicated to improving the experience of members as they navigated their health journeys. I led the team to provide a mobile strategy and recommendations for visionary enhancements and net new ideas that could be explored and implemented over the next several years.
Combining the expert knowledge gleaned from stakeholders, subject matter experts and the perspectives of the many women we interviewed and surveyed, we produced a set of personas and consumer journeys to illustrate how the initiative would impact critical maternity decisions. The complex and nuanced nature of decision-making led us to use detailed narrative to convey each Persona’s feelings, thoughts and actions over time, supplemented by data visualization to emphasize impact and outcomes. Design concepts and strategic recommendations were woven into the narrative and mapped back to sections in the full multichannel consumer engagement strategy, which describes how to make the envisioned journeys a reality.