UX Design - Task 2: User Personas and Empathy Map
19 May 2025 - 30 May 2025 (Week 05 - Week 06)
Task 2: User Personas and Empathy Map
We will synthesise user interviews in groups to create User Personas, which will be shown through a User Empathy Map. This will lead to a User Journey Map (Task 3) outlining key user touchpoint. Following the UCD process, we'll define our target group and prepare a clear output based on our chosen topic.
Figure 1.4 presents the complete and detailed information derived from our user
interviews. For clarity, the data is organised into the six common empathy map
categories, as shown on the right.
Later on after group consultation, the user personas were regrouped and categorised
into 3 distinct profiles:
Vincent Lee // 0359386
UX Design // Bachelor of Design (Hons) in Creative Media // Taylor's
University
Task 2: User Personas and Empathy Map
Instructions
MIB
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We will synthesise user interviews in groups to create User Personas, which will be shown through a User Empathy Map. This will lead to a User Journey Map (Task 3) outlining key user touchpoint. Following the UCD process, we'll define our target group and prepare a clear output based on our chosen topic.
Empathy Map
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Figure 1.3 - Empathy Map, Week 5 (19 May 2025)
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User Personas
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| Figure 1.5 - User Persona Grouping, Week 6 (26 May 2025) |
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Figure 1.6 - User Persona 1: Brice (Far Distance
Driver), Week 6 (26 May 2025)
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1. Driver who lives close / can choose to walk if they want to
e.g., lives in Sunway Geo
→ Gladys, Pretti
2. Driver who lives moderate/far distance from campus, and may choose to drive or use Grab/LRT if they cannot/don’t want to drive
e.g., lives in Klang, Shah Alam, Kelana Jaya
→ Jayden, Aziera, Oscars, Vincent
3. Non-driver who relies on public transport (e.g., Grab, LRT) and never drives, regardless of distance
→ Edwin, Arnusha
Week 6 exhibited greater stability regarding workload, as I did not have feelings of haste or overwhelm. I was certain that our robust collaboration and superior execution would enable us to achieve deadlines. Nonetheless, I started to feel apprehensive about the ultimate result owing to insufficient understanding over the project's trajectory.
Findings
During these weeks, I discovered that activities such as Crazy 8 are exceptionally beneficial for swift idea production, even when the concepts initially appear implausible. Nevertheless, I discovered that in the absence of a definite goal and problem delineation, brainstorming may appear disjointed and unfocused. These comments emphasised the necessity of synchronising creative endeavours with relevant data insights and ensuring that our outputs, such as FigJam boards and slides, maintain a unified and professional level.
e.g., lives in Sunway Geo
→ Gladys, Pretti
2. Driver who lives moderate/far distance from campus, and may choose to drive or use Grab/LRT if they cannot/don’t want to drive
e.g., lives in Klang, Shah Alam, Kelana Jaya
→ Jayden, Aziera, Oscars, Vincent
3. Non-driver who relies on public transport (e.g., Grab, LRT) and never drives, regardless of distance
→ Edwin, Arnusha
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| Figure 1.7 - User Persona Grouping and User Personas, Week 6 (26 May 2025) |
Task 2 Submission
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| Figure 1.8 - FigJam Workspace, Week 6 (26 May 2025) |
Figure 1.9 - Group Progressive Presentation Slides, Week 6 (30 May 2025)
Feedback
Week 5
The user research synthesis findings slides is part of the final
submission, the aim of showing it after each task is to ensure we perform
and follow the stipulated progression as stated in the MIB. Ensure there
is link to direct to User Research DFigJam and interview audio and
transcript.
Week 6
- The current data collected is only sufficient to create one or two user personas.
- It is recommended to conduct self or cross-interviews within group members, as they are relevant to the project's target audience group.
- Avoid presenting raw data using sticky notes in your presentation slides, all data should be clearly summarised and synthesised.
Reflection
Experience
During Week 5, I appreciated the integration of class exercises with project work, which proved to be both stimulating and fruitful. The in-class conversations provided us with prompt feedback and changes, a rarity owing to scheduling conflicts and restricted discussion venues. I really appreciated the Crazy 8 activity due to its time constraints, which encouraged me to think quickly and imaginatively, producing numerous ideas without excessive consideration of their practicality.Week 6 exhibited greater stability regarding workload, as I did not have feelings of haste or overwhelm. I was certain that our robust collaboration and superior execution would enable us to achieve deadlines. Nonetheless, I started to feel apprehensive about the ultimate result owing to insufficient understanding over the project's trajectory.
Observation
Week 5 was characterised by innovation, whereas Week 6 engendered perplexity concerning the facts we gathered. The information we collected primarily pertained to traffic and road planning, leading me to ponder whether we were anticipated to devise a route plan—an endeavour for which none of us have the requisite competence. I noted that our FigJam board and presentation slides appeared disorganised and less polished than those of other groups, prompting the realisation that we must enhance our visual communication.
Findings
During these weeks, I discovered that activities such as Crazy 8 are exceptionally beneficial for swift idea production, even when the concepts initially appear implausible. Nevertheless, I discovered that in the absence of a definite goal and problem delineation, brainstorming may appear disjointed and unfocused. These comments emphasised the necessity of synchronising creative endeavours with relevant data insights and ensuring that our outputs, such as FigJam boards and slides, maintain a unified and professional level.
Quick Links
Task 1: UX Audit
Task 2: User Personas & Empathy Map
Task 3: User Journey Map & Ideation
Final Project: Prototype & Concept Training
