Empathize: Part 2- Empathy Map for a Target Consumer (Sandy)

Sandy is on the spot now. She is an Asian mom with 2 kids, working in America. According to my knowledge, I would describe her image in the following 6 dimensions.

1. What does she think and feel? She is very thoughtful about other people's feelings. There is an invisible antenna on her head to sense about people and relationships.

 — what really counts? She is conscious about affective tone. The beautiful well-designed commodities she uses, the organic food the family eat, the beautiful flowers in her backyard, the classic Chinese black tea she drinks, she is very content with these kind of things in her life.

 — major preoccupations? "Everybody is talking about starting their own business. Can I invest a little bit in some friends' business?" She thought. She doesn't really have such drive to be an entrepreneur. Yet, she cares about how to diversify her investment.

— worries & aspirations? Her kids are very important in her life. She wants to spend time with them to let them grow up happily. Yet she also worries about once kids went to college, she might feel alone.

2. What does she see? Life is simple. Or it could be simple.

— environment? She lives in a high-ranking school district. It's a nice and friendly neighborhood, although it is a little bit far from her office. Nothing much to complain. 

— friends? She has lots of friends at work. She belongs to an a mom community in her neighborhood. She usually gets together with her friends for shopping.

— what the market offers? Window shopping is always fun with accompany. But it is getting harder and harder to find the right things that fit her style. Online shopping is a good way to follow her sense and imagination. Besides, the promotion online is irresistible.

3. What does she say and do?

— attitude in public? She is nice and helpful to other people. She is also engaged in her community as a volunteer while needed.

— appearance? She has found her own style, and favorite brands to follow. No more blindness following the trends in her age. She knows what looks good on her and what does not.

— behavior towards others? Don't judge. Everybody has his/her own life. Try to understand people and his/her logic behind behavior could help to get along with him/her.

 

4. What does she hear? Good words, in most of the time. If there is any bad word, it's not my fault.

— what friends say? She is nice and warm friend to talk with. I enjoy spending time with her. She makes me feel relax. She is a information source, since people like to talk with her.

— what bosses say? She understands her tasks and people who she works with very well. But it seems like she is not ambitious enough in her career. 

— what influencers say? It is kind of hard to influence her. She can understand the point you say, but not necessarily agree with it. She will ask several people for suggestion, and making her own decision at the end. The influencers inspire her.

5. What are her pain points? Am I lack of drive in career? I just don't want to give myself a hard time.

— Fears? If someone is hiding something from her, she can sense it. It makes her feel nervous.

— Frustrations? She feels bad when everyone else is busy around her, while she is not. She will question herself about whether she should be as busy as others?

— Obstacles? She hates being the same with other people. She always tries to make a difference.

6. What does she hope to gain? Rich spirit experience. That's why she reads books and watches movies a lot.

— Wants/needs? Social bond is as important to her as self spirit improvement. Get along with friends and get suggestions & supports, while being helpful to them.

— Measures of success? Success is very subjective to her. It means being helpful to others,  having wonderful children, being happy and healthy.

— Obstacles? "Sometimes when I feel bad, I am not sure whether I can really take charge of my own happiness." She thoughts.