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Creating Empathy Maps w/ Scott Sehlhorst

By Dave Prior, Agile Consultant & Certified Scrum Trainer

In October, LeadingAgile SVP, Scott Sehlhorst spent some time talking with Dave about the importance of Personas and Proto-Personas and how to use them. In this episode of SoundNotes, Scott is back to talk about Empathy Maps, how they work, why they are so valuable and how to create one. During the conversation, Scott and Dave talk through each step of creating an Empathy Map. The podcast is one of our longer ones, but if you are seeking a better understanding of how to put one together, you’ll find a lot of valuable information in this interview. You’ll probably want to download a copy of David Gray’s Empathy Map to have on hand while you listen to this episode. You can find that here:   SHOW NOTES 00:08 Interview Begins 00:50 Some background on Scott 02:30 Intro to the topic of Empathy Maps and how they relate to Proto-Personas and Personas 03:09 What is Empathy? How does it relate to Sympathy and Cognitive Empathy 05:46 What is an Empathy Map and who creates it? 08:42 Understanding their understanding of their problem 09:39 Whose job is it to create it? 10:45 Where to learn how to interview users 11:30 How do you pick which customers to focus on? (And the set up for the example we walk through) 20:20 Who are we empathizing with? (Understanding the role you are focusing on) 21:17 Understanding what they need to do 24:13 What is the goal they are trying to achieve? 26:25 Understanding what success means for the person we are focusing on 27:54 What they see and what do they say - situational awareness and how they interpret what they see 30:08 The disconnect between what do I see and what do I say 32:16 What do they do 33:19 The Double Design Process (Double Diamond Design) 36:18 Moving from empathy maps to experiment maps or the value proposition canvas 37:28 What do they hear (and how it is not all about sound) 41:18 What do they think and feel 45:45 How often do I revise the empathy map 48:35 When I’m done filling out the empathy map, what do I do with it? 51:05 How to reach Scott with additional questions about Empathy Maps 51:57 Podcast Ends LINKS FROM THE PODCAST LeadingAgile SoundNotes: Using Personas to Reduce Risk w/ Scott Sehlhorst (our earlier podcast on personas) David Gray’s Updated Empathy Map "Mental Models"  - Indi Young "Interviewing Users: How to Uncover Compelling Insights" - Steve Portigal "Impact Mapping: Making a big impact with software products and projects" -  Gojko Adzic Double Design - The Double Diamond Design Process CONTACTING SCOTT If you’d like to contact Scott you can reach him at: LeadingAgile: Twitter LinkedIn: Blog: CONTACTING DAVE If you’d like to contact Dave you can reach him at: LeadingAgile: LinkedIn: Twitter: Email: SEND US YOUR QUESTIONS If you have a question you’d like to submit for an upcoming podcast, please send them to UPCOMING CLASSES And if you are interested in taking one of our upcoming Certified Scrum Master or Certified Scrum Product Owner classes, you can find all the details at    

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