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
I especially loved the Crazy 8 activity, the urgency of it forced us to think quickly without overanalysing the feasibility of our ideas. It really pushed us to our creative limits. Looking back at the paper afterward, it was amazing to see how many ideas we had generated!
At this point of the submission, I don’t feel too rushed or overwhelmed. I
believe that with strong cooperation and a high level of execution among the
team members, we will be able to complete the submission on time. However,
the ambiguity surrounding the final outcome has left me confused and lacking
direction. I'm uncertain about what we’re truly working toward and the
direction we're heading. The data we collected doesn’t clearly reveal a
problem that we can confidently solve, nor does it point toward how an
application or website would add value.
I’ve been brainstorming repeatedly and questioning our direction. Since the data revolves mostly around traffic and road planning, I wondered if we were supposed to propose a new route plan, but none of us have the expertise to pursue that kind of solution. While my team members have shared many interesting ideas during the Crazy Eights session, and honestly, they’ve done a great job, even better than I have, I still don’t fully connect with the ideas. I’m unsure if it’s because I believe there could be a better direction, or if it's because their ideas don’t seem feasible based on the knowledge I’ve gained from previous modules. Additionally, I’ve noticed that our FigJam board and presentation slides need significant improvement. They feel unorganized, especially when compared to the work of other groups.
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
Week 5
It was fun and progressive, combining class exercises with our project,
along with specific guidance and on-the-spot corrections. The in-class
exercises also gave us a valuable opportunity to discuss face-to-face, which
was otherwise difficult due to scheduling conflicts and the limited
availability of discussion spaces.I especially loved the Crazy 8 activity, the urgency of it forced us to think quickly without overanalysing the feasibility of our ideas. It really pushed us to our creative limits. Looking back at the paper afterward, it was amazing to see how many ideas we had generated!
Week 6
I’ve been brainstorming repeatedly and questioning our direction. Since the data revolves mostly around traffic and road planning, I wondered if we were supposed to propose a new route plan, but none of us have the expertise to pursue that kind of solution. While my team members have shared many interesting ideas during the Crazy Eights session, and honestly, they’ve done a great job, even better than I have, I still don’t fully connect with the ideas. I’m unsure if it’s because I believe there could be a better direction, or if it's because their ideas don’t seem feasible based on the knowledge I’ve gained from previous modules. Additionally, I’ve noticed that our FigJam board and presentation slides need significant improvement. They feel unorganized, especially when compared to the work of other groups.
Quick Links
Task 1: UX Audit
Task 2: User Personas & Empathy Map
Task 3: User Journey Map & Ideation
Final Project: Prototype & Concept Training
