I wish I knew you more...

I cannot imagine how many hours Da Vinci might have put in to create his masterpiece…sitting there.. penetrating Mona Lisa’s mind, thinking about the scale, right texture, foggy style… and yes her smile of course….

When I first found that Blog 1 is about Empathy Map, I admit I was a bit cynical. You may wonder why. For starters, it seemed too sentimental. But more importantly, coming from an engineering background, the lack of metrics and inability to quantify something/anything seemed jarring to me. But this is a design thinking course. So I thought Why not start with designing an open mind first?

Let’s come back to our discussion on Empathy map or my initial lack of empathy for it. I have toiled for over 4 years in software development for Customer relationship management applications. So I kind of understand the need for KYC i.e. “Know” Your Customer.

I wish I knew you more

Before entering my store

Your happiness is my aim

So your psyche I explore

But I am afraid to acknowledge that even the most detailed descriptions of one’s customers do not necessarily translate into great products or great designs or even great experiences. Here’s an anecdote from my past: An engineer spent a whole month trying to learn how to design software for people with visual disabilities. Later, he argued with such users. Reasoning: He felt they did not know how to use his product the right way! But I guess Empathy Map may be considered as a good start. While the dictionary definition for empathy is “identification with and understanding of another's situation, feelings, and motives”, I feel it is vital to even consider a bit of track record/history to round it up. Asking good questions about a person’s values and behavior, I think, is useful to create a map that is not just a “North Star” guide to the person’s psyche, but also serves to remind us that it is a snapshot in time i.e. requires refreshing the data so that we are “listening” to any subtle changes.

Time for the Cartography exercise to begin…    stuff in italics represents my analysis

So what are her thoughts..

1. Life is a “karmic” journey; there will be good times and bad times.

I feel her family atmosphere and culture has much to do with this. And yes, Hindu beliefs may have played a role too. Possibly, some life experiences could have shaped them as well

2. One must always try to do good things and be nice to others no matter how difficult the situation.

I guess this is a follow up to the karmic philosophy discussed earlier. No surprises to me then that this person encouraged me to read Gandhi’s Autobiography...Lesson: Be good

3. Be open to different experiences

Hmmm… this is interesting. I don’t have an explanation..yet..

4. No rewards without hard work and perseverance

I feel this is something she has gained out of her professional setting. I have seen her describe insane hours and complex tasks put in to make some difficult customer happy…

5. Always concerned about her family

She comes from very close knit family and I guess her upbringing has something to do with this

And what does she see?

1. Views technology to be a friend. Very open to learning new products.

Surprise! As soon as she came from India to see me, she was interested to check out the latest iPad and had dozens on questions on Amazon Prime service. She wanted to know whether she could use the iPad to actually create and store “cooking videos”

2. Sees a need to set an example by doing “what she thinks is right”

Though I would like to say religion has instilled a strong “moral compass” in her, I am not very convinced. I feel she may have developed a sense of fairness and justice during her Law studies in the early 80s

3. Likes to see consistency in thought and action

   Who doesn’t? 

And Hear?

1. Appreciates anything that appeals to her heart i.e. emotional plea works

   Often I have heard her say that an ad worked because it was “so genuine”. ..A comfort marketing delight may be??

   May be her Liberal Arts background (before Law that is) kind of created a learning and behavioral environment that fostered this…But I could be totally wrong on this..

2. Friends say she is very patient and able to hear someone out

3. Enjoys listening to Indian film songs from 70s

   Music! Interesting contrast -- she likes exploring new technology, but still holds on to her cherished albums. Does it speak volumes about today’s music? (no pun intended)  

And say?

1. Soft spoken and polite, but likes to revisit/repeat things

It can get annoying to see her revisit stuff …incessantly…may be she likes to confirm the consistency..Note to the marketer: one time ad messages..no feedback.. are a no-no for her

2. Likes to reason in a rational way using logic and facts, but is not averse to making

  and emotional appeal

Hmmm…

3. Loves quoting saints and philosophers

I guess it fits with her overall karma mantra

4. Likes to chat on the phone with family and friends for hours at times

No comments on this one…

Her feelings?

1. Feels there is lot of cynicism in today’s world 

2. Senses a trust deficit among younger generation

I had to check this one out.. She explained ..the younger generation’s obsession with quick results, (over) dependence on data..

3. Feels that she should have travelled more during her younger days

   I sense a bit of regret there. Career choice and family responsibilities may have weighed her down over the years and suppressed any desire to explore new places..    

And what does like doing?

1. Loves to cook new recipes; experiment with ingredients, form, and color

Creative, tinkerer..—a nice contrast with her need to be consistent..I guess one could argue..creativity is a supporting trait for consistency too..

2. Enjoys a quiet walk everyday

May be she feels tired after a long day at work; wants some time alone..

3. Very loyal to her family and friends; will defend them in any place and time

Pain points…

1. Saddened to see others not putting their best effort

2. Frustrated by lack of ethics at work today

Could it be related to the “trust deficit and cynicism” discussed earlier?

3. Fears loneliness

I guess that explains those long chats on the phone... what I find interesting here is she likes to have a quiet walk, yet fears loneliness..

Gain points..

1. Measures success on her own terms; not concerned what others have to say about her

   I think this could be related to her sense of fairness and equity..

2. Born in a humble and not very rich family, she sees money as a way to do good for others

I feel this kind of fits in with the overall karma thing.. and family upbringing

Well, she’s visiting me from halfway across the globe. What better way to welcome her than to write about her in a Design Thinking Blog! But seriously, she was not impressed when I told her about this. Yet, she was game enough to sit on the couch quietly for 30 minutes so that I could focus on her visage and draw an Empathy Map for her. (Inspired by Da Vinci ofcourse)I hope she enjoyed reading the new Thai recipe I got for her…Because I actually enjoyed writing this Empathy map…may be just because of her! But why would she not let me use her picture on the blog?…That I leave for some other day..

So I read Hillary Clinton’s Twitter bio and found it impressive (especially the TBD). So here is my take on my Empathy Map candidate’s bio:

Caring daughter, Youngest of 5 siblings, 
Happily Married for 29 years, 
Energetic baby boomer, 

          Legally Educated, Banker for 3 decades,                          

……. and A Loving Mom to yours truly!