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.