Process and benefits
We put together an empathy map for our persona stand-in:
Brenda, the Dental Office Manager.
She was interested in recruiting new talent, but that is never one-dimensional. Walking through the video we observed, we populated the empathy map with the things she says, thinks, does, and feels.
To see a larger version, you can follow this link.
Empathy maps are very helpful in allowing the participants of a workshop to relate to the persona we are designing for. This allows us to see beyond the typical quantitative input communicated via a survey and get into more qualitative information.