How to use Customer Empathy and User Persona techniques to understand your customers

1. Understand
Your
Customers
Tu Pham (Tony)
CTO @ Eway Viet Nam
CTO @ AdFlex Viet Nam

2. “Top 20 reasons Startup Fail from
CB Insight by analyzing 101
startup failure post-mortems.
- No Market Need: 42%
- Not The Right Team: 23%
- User Unfriendly Product: 17%
- Ignore Customers: 13%
2https://www.cbinsights.com/research/startup-failure-reasons-top/

3. A True Story From
PingGo: Why We Build
Our Mobile Web / App
Whoa! That’s a big product, aren’t you proud?
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Who’s Your User?
What He/She Really Wants?

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Lesson 1
Your Are Not The User !!!

6. BIG
CONCEPTS
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7. 1.
Empathy Map

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“Empathy is at the heart of design.
Without the understanding of what
others see, feel, and experience,
design is a pointless task.”
-- Tim Brown, IDEO --

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Lesson 2
People do not always do what
● You think they do
● You tell them they do
● They think they do
● They say they do

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2.
User Persona
Keeping a focus on who you are trying to design a product for.

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IDEO case for extreme personas when designing for the food
industry and a classic user persona template

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23. Success Keys
Good Listener Observation Skills Don’t be Afraid to
Ask
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Be Mindful of Your
Own Attitude
Learn How to
Adopt Humility
Do Your UX
Research to Stay on
Top of Trends

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DEMO TIME
Interview Questions & Answers

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Thanks!
Any questions?
Find me at: tupp@eway.vn
References:
- https://uxplanet.org/empathy-and-product-design-669d71236fb2
- https://blog.prototypr.io/your-empathy-toolbox-ensuring-you-design-a-product-your-users-will-need-c3233c944c3
- https://uxplanet.org/product-design-methods-mind-map-f6511820a7d5