Developing Customer Insights with Empathy Map Canvas from Coursera

By the end of this guided project, you will be able to use the empathy map canvas to develop empathetic insight on your customers. Empathy mapping is a visualization tool that allow you to articulate what you know about the customers. Itâ€™s considered as part of the design thinking methodology, and it empower you to create a shared understanding of customer functional, psychological and emotional needs. The canvas has 6 blocks comprising the goal (who, and what), see, say, do, hear, and think &feel (pains and gains). By analyzing each of the blocks, you would be able to develop deeper insights on the customers, and therefore come up with solutions that resonates with their expectations For us to practically demonstrate how to use the Empathy Map Canvas to conduct analysis and make strategic decisions, we will use a spreadsheet to analyze a Fintech startup company as a case study. Example of the case study would empower you to apply the model to your company or any other company of your choice. The project is for marketers, customer experience designers, startup founders, and innovation professionals that want to develop customer-focused strategy. At the end of the project, you will be able to use the canvas to develop customer-centric insights, and therefore understand your business from the customer worldview

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Develops empathetic insight on customers, a core skill for marketers, customer experience designers, startup founders, and innovation professionals

Utilizes the empathy map canvas, a visualization tool for articulating customer knowledge and creating a shared understanding of customer needs

Based on a case study that allows learners to apply the model to their own company or any other company of their choice

Facilitates the development of customer-centric insights, enabling learners to understand their business from the customer's perspective

Empowers learners to create solutions that align with customer expectations

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Developing Customer Insights with Empathy Map Canvas with these activities:

Review: The Innovator's Dilemma

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Read and analyze the classic book on innovation and customer insights, providing valuable insights into the importance of understanding customer needs.

View The Disruptive Innovation Set (2 Books) on Amazon

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Read the book and take notes on key concepts.
Identify examples of Empathy Mapping and customer insights in the book.
Reflect on the implications of the book's ideas for your own customer-centric initiatives.

Online Tutorials on Empathy Mapping

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Review online tutorials to gain a deeper understanding of the Empathy Map Canvas and its applications.

Browse courses on Empathy Mapping

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Identify reputable online sources for tutorials on Empathy Mapping.
Watch and take notes on the tutorials, focusing on the key concepts and techniques.

Empathy Mapping Workshop

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Attend a workshop focused on Empathy Mapping, gaining practical experience and guidance from experts.

Browse courses on Empathy Mapping

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Identify and register for a relevant workshop.
Attend the workshop and actively participate in the activities.
Apply the techniques learned in the workshop to your own customer-centric projects.

Four other activities

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Empathy Map Analysis Exercises

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Practice using the Empathy Map Canvas to analyze a real-world case study and develop customer-centric insights.

Browse courses on Empathy Mapping

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Identify the customer persona for the case study.
Create an Empathy Map Canvas and fill in the different sections based on the customer persona.
Analyze the Empathy Map to identify customer needs, motivations, and pain points.

Empathy Map Analysis Group Discussion

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Collaborate with peers to discuss and analyze different Empathy Maps, sharing insights and perspectives.

Browse courses on Empathy Mapping

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Form a study group with classmates.
Select a case study or business scenario to work on.
Create Empathy Maps individually.
Meet with the group to compare and discuss the Empathy Maps.
Develop a shared understanding of customer needs and insights.

Empathy Map Presentation

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Create a presentation that summarizes your findings from the Empathy Map analysis, highlighting key insights and recommendations for improving customer experience.

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Gather and synthesize your findings from the Empathy Map analysis.
Develop a clear and concise presentation outline.
Create visual aids to illustrate your findings and insights.
Practice delivering your presentation.

Empathy Mapping Project

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Conduct an in-depth Empathy Mapping project for a real-world business or organization, using the skills and knowledge gained in the course.

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Identify a business or organization to collaborate with.
Define the project scope and objectives.
Conduct user research and gather customer insights.
Create Empathy Maps based on the research findings.
Develop recommendations for improving customer experience or product design.

Career center

Learners who complete Developing Customer Insights with Empathy Map Canvas will develop knowledge and skills that may be useful to these careers:

Customer Experience Manager

Customer Experience Managers are responsible for ensuring that customers have a positive experience with a company's products or services. They work with customers to identify and resolve pain points, and they also work with other departments to improve the customer experience. The Developing Customer Insights with Empathy Map Canvas course can help Customer Experience Managers develop a deeper understanding of their customers' needs and motivations. This can help them make better decisions about how to improve the customer experience.

See salaries and explore the career path for Customer Experience Manager

Sales Manager

Sales Managers are responsible for leading and motivating sales teams. They work with customers to identify and resolve pain points, and they also work with other departments to improve the sales process. The Developing Customer Insights with Empathy Map Canvas course can help Sales Managers develop a deeper understanding of their customers' needs and motivations. This can help them make better decisions about how to sell products and services.

See salaries and explore the career path for Sales Manager

Business Analyst

Business Analysts work with companies to identify and solve business problems. They analyze data, develop solutions, and implement recommendations. The Developing Customer Insights with Empathy Map Canvas course can help Business Analysts develop a deeper understanding of their customers' needs and motivations. This can help them identify and solve business problems more effectively.

See salaries and explore the career path for Business Analyst

Data Analyst

Data Analysts work with companies to collect, analyze, and interpret data. They use data to identify trends, make predictions, and develop recommendations. The Developing Customer Insights with Empathy Map Canvas course can help Data Analysts develop a deeper understanding of their customers' needs and motivations. This can help them collect, analyze, and interpret data more effectively.

See salaries and explore the career path for Data Analyst

Product Manager

Product Managers are responsible for the lifecycle of a product, from ideation to launch and beyond. They work with customers, engineers, and designers to ensure that products meet the needs of the market. The Developing Customer Insights with Empathy Map Canvas course can help Product Managers build a deeper understanding of their customers by providing them with a tool to visualize and analyze customer needs. This can help them make better decisions about product development and marketing.

See salaries and explore the career path for Product Manager

Customer Success Manager

Customer Success Managers work with customers to ensure that they are successful with a company's products or services. They help customers resolve problems, answer questions, and provide training. The Developing Customer Insights with Empathy Map Canvas course can help Customer Success Managers develop a deeper understanding of their customers' needs and motivations. This can help them provide better support and ensure that customers are successful.

See salaries and explore the career path for Customer Success Manager

Market Researcher

Market Researchers are responsible for gathering and analyzing data about markets and customers. They use this information to help companies make better decisions about product development, marketing, and sales. The Developing Customer Insights with Empathy Map Canvas course can help Market Researchers develop a deeper understanding of customer needs and motivations. This can help them gather and analyze data more effectively.

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User Experience Designer

User Experience Designers are responsible for designing the user interface and user experience of products and services. They work with customers to understand their needs and they also work with engineers to design products that are easy to use and enjoyable. The Developing Customer Insights with Empathy Map Canvas course can help User Experience Designers develop a deeper understanding of their customers' needs and motivations. This can help them design better products and services.

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Product Marketing Manager

Product Marketing Managers are responsible for developing and executing marketing strategies for products. They work with other departments to develop product positioning, messaging, and launch plans. The Developing Customer Insights with Empathy Map Canvas course can help Product Marketing Managers develop a deeper understanding of their customers' needs and motivations. This can help them develop more effective marketing strategies.

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Marketing Manager

Marketing Managers are responsible for developing and executing marketing campaigns. They work with other departments to develop marketing strategies and they also work with customers to understand their needs. The Developing Customer Insights with Empathy Map Canvas course can help Marketing Managers develop a deeper understanding of their customers' needs and motivations. This can help them develop more effective marketing campaigns.

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Service Designer

Service Designers work with companies to design and deliver services that meet the needs of their customers. They work with customers to understand their needs and they also work with other departments to design and deliver services. The Developing Customer Insights with Empathy Map Canvas course can help Service Designers develop a deeper understanding of their customers' needs and motivations. This can help them design and deliver better services.

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Design Researcher

Design Researchers work with companies to understand the needs of their customers and users. They conduct research to identify pain points, and they also develop and test solutions. The Developing Customer Insights with Empathy Map Canvas course can help Design Researchers develop a deeper understanding of their customers' needs and motivations. This can help them conduct research more effectively and develop better solutions.

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Strategy Consultant

Strategy Consultants work with companies to develop and execute strategies. They analyze data, identify trends, and develop recommendations for how companies can improve their performance. The Developing Customer Insights with Empathy Map Canvas course can help Strategy Consultants develop a deeper understanding of their customers' needs and motivations. This can help them make better recommendations for how companies can improve their performance.

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Innovation Manager

Innovation Managers are responsible for leading and managing innovation efforts within a company. They work with other departments to identify and develop new products and services. The Developing Customer Insights with Empathy Map Canvas course can help Innovation Managers develop a deeper understanding of their customers' needs and motivations. This can help them identify and develop new products and services that meet the needs of the market.

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Quantitative Researcher

Quantitative Researchers work with companies to collect and analyze data to identify trends and patterns. They use data to make predictions and develop recommendations. The Developing Customer Insights with Empathy Map Canvas course may help Quantitative Researchers develop a deeper understanding of their customers' needs and motivations. This can help them collect and analyze data more effectively.

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