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Morning Reflections: Navigating Emotions, Engagement, and the Empathy Map

1 November 2018
Dana Neuman- Rotem
A group of men holding up cardboard boxes with faces drawn on them

Time: 7:30 am

Situation: Frustrated while stuck in one of the infamous morning traffic jams...

Rather than dwelling solely in frustration, I decided to seize the moment by tuning in to background music and Hadar Marx's morning show on the radio. This time, she introduces the ABCs of emotions game. Starting with the letter "A," we are presented with songs that delve into emotions beginning with that letter.

Suddenly, without any explanation, I contemplate emotions starting with The S letter. I reflect on moments associated with the letter S with a corresponding song. Ahh, anger! A song with the word anger also comes to mind.

Wait, why am I feeling angry? I begin to analyze the situation, realizing there's an emotional connection to it.

Let's go back to the beginning: Hadar Marks engages her audience in a childhood game called "The ABCs” of music every morning. As part of this segment, listeners suggest songs that start with the daily letter, following the relevant topic (animals, first names, and, as mentioned, emotions). While it's clear that the program's structure requires such a segment, instead of a more straightforward song selection process (e.g., answering calls/emails/Facebook/WhatsApp, choosing a song from all suggestions, searching for the starting song in the archive, and more), they decide to invest effort and resources, reaping the benefits, of course.

Question: What profit is involved? Engagement = Connection

This connection arises from the fact that I become an integral part of the process and the experience. Somewhere along the way, I transform into a "player in the game," even if I'm not the lead actor and haven't submitted an actual song offer; I participate in the game on my terms.

This involvement triggers an emotion that links an individual to a particular situation or a designated product.

The million-dollar question arises: How can an organization predict that investing resources will result in user engagement?

Empathy Map

I want to propose a tool that can assist in exploring this matter – the "Empathy Map." When creating an "empathy map," we first need to define:

  1. What is the specific situation/product we want to test?

  2. Who is our target audience?

After addressing these two fundamental questions, we delve deeper into the discussion of the emotions created by users during the situation/use of the product:

  • What do users think they would feel?

  • Does the situation/use of the product evoke concerns or aspirations?

  • How will the environment respond to users in the situation/ light of product use?

  • What will users see in the situation/use of our product in their environment?

  • What might users say and do in light of the situation/use of our product? How would this change in a public or private environment?

  • What are the user's pains or fears during the situation/use of our product?

  • What benefits may the user experience during the situation/use of our product?

Recommendation: Examine with a team of individuals whenever they encounter a situation/product. Pose these specific questions and have them jot down their answers. Upon completion, you'll create a map of emotions = the map of empathy. Developing this map can help analyze the index of user engagement with the product/situation and thereby measure the degree of success against the investment of resources.

To Summarize:

Emotion is integral to any journey, situation, or action in our lives. If you ponder it, emotion is the most potent motivator in our lives, underscoring the need to recognize and accord it the desired attention and respect.

A thought-provoking sentence: "Everything can be described scientifically, but it makes no sense—it would be meaningless, like describing a Beethoven symphony as changes in air pressure..." - Albert Einstein.

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