Week 6
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Week 6
Agenda of the week
PersonaS
Empathy Map Interview process
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Walkoffame.tk
Walkoffame.tk
Walkoffame.tk
Personas
Personal Objectives:Good reputation, wants to be viewed asfashionable and good looking.
Professional Objectives:Wants to finish her bachelor’s degree to work inthe marketing department of a internationalcompany afterwards.
On a typical Friday, Sara has class in themorning and several group meetings throughoutthe day. She meets friends at Uni for lunch.Before she goes out in the evening, she carefullythinks about what to wear at night. Her clubsof choice are Lux and Urban in Lisbon. Beingexhausted from the week, she wants to looksexy and feel comfortable at the same time.
Sara, 21 Sara is a 21 year old, single Bachelor student inLisbon. She has a big circle of friends whichshe keeps in touch with via Whatsapp,Facebook and Instagram. Peer pressure is greatin her circle of friends, Fashion is important toher and she is concerned about what othersthink of her.
College Student
Personas
Personal Objectives:Wants to be happy and pursues a healthywork-life balance. Eventually, she wants tohave kids.
Professional Objectives:Wants to make career while not burning herselfout.
On a typical Friday, Lara goes to work in themorning and has lunch with her colleagues. Atnight she meets friends from university timesfor dinner and drinks. Approximately once amonth, she goes clubbing to meet new peopleand to be able to dress up.
Lara, 23Lara is a 23 year old single woman working inthe banking sector in Lisbon. She finished herMaster’s 1 year ago and has been working full-time since then. Being a busy woman, she hasa few close friends from her times at universitywho she occasionally goes out for lunch anddrinks with. During the day, she mostlycommunicates via E-mail with colleagues andoff work, she uses whatsapp and facebook.
RECENT WORKER
Personas
Personal Objectives:Wants to be happy while raising her childrenand travel at the same time.
Professional Objectives:Wants to have a safe job as long as the childrenliving at home but considers doing somethingon her own later in her life.
On a typical Friday, Maria takes her children toschool and goes to work. She has lunch withcolleagues and goes for an after work drinkwhen they call it a day, since her husband takescare of the kids. Since she has been wearingheels the entire day, her feet hurt when sheleaves work.
Maria, 38 Lara is a 38 year old Marketing director andmother of 2 children in Lisbon. She has beenworking since she is 24 and gave birth to herfirst child at 30. Being occupied with work andfamily, most of her friends are mothers of herchildren’s friends. She has some friends fromher university times and also some at work. Shecommunicates with most of them via phone andemail. She goes to a club on few occasionsduring the year when her children are at friendsor relatives. She still likes to dress up, danceand feel fancy in the club.
Full Time worker
Empathy Map: Sara, the college student
Parents: “Don’t wear those heels if it makes your feet hurt”
Friends: “You look good with heels!”
Club RP: “No heels, no entrance”
Facebook & Instagram “No, it doesn’t hurt that
bad”
“I need to take this huge bag to bring my ballerinas”
“It really hurts that much.”
“Cannot dance so well because of my bag / don’t want to spend the money to save it.”
Peer Pressure
Uncomfortable heels Feet hurt
More Fun Making life easier
Increase pleasure
Love-‐Hate relaLonship with heels
Comfortable but fashion
Wants to be seen as “hot” in clubs
Worries about what other people think Friends who love clubbing
as much as she does
Fashion Seeker
Friends: college students with the same habits as she
Compe9tors offer comfort align with fashion
Empathy Map: Lara, the recent worker
Parents: “Are you sure you are not to Lred to go out?”
Friends: “C’mon! It’s just for this night!”
Club RP: “No heels, no entrance”
Facebook, Instagram & News provider “No, it doesn’t hurt that
bad,”
“I need to take this huge bag to bring my ballerinas”
“It really hurts that much and I am really Lred.”
“Cannot dance so well because of my bag.”
Peer Pressure
Uncomfortable heels Feet hurt
More Fun Making life easier
Increase pleasure
Love-‐Hate relaLonship with heels
Comfortable but fashion
Wants to be seen as “hot” in clubs
Worries about what other people think/ sLll wants to feel young Friends who are sLll in
college and have free Lme
Fashion Seeker
Friends: college students / recent graduates
Compe9tors offer comfort align with fashion
Tired
Empathy Map: Maria, the mature worker
Family: “Go and have fun! You deserve it! just don’t take too long…”
Friends: ““You look so good with those heels! And you sLll got killer moves!”
Club RP: *judgment eyes – aren’t you too old?*
News & Facebook
“No, I’m not that Lred”
“I need to take this huge bag to bring my ballerinas”
I should have stayed at home…
“Cannot dance so well because of my bag.”
Peer Pressure
Uncomfortable heels Feet hurt
More Fun Making life easier
Increase pleasure
Love-‐Hate relaLonship with heels
Comfortable but fashion
Almost feels awkward at clubs but sLll wants to have
fun
Friends who go to clubs only to celebrate
Fashion Seeker
Friends: stable life with full Lme jobs & families
Compe9tors offer comfort align with fashion
Interview Process: Identify and validate problems
I Dance Less
or spend
more 9me
seated
Not Having a
place to store my
high heels if I
want to
change them
My feet hurt
As my feet
hurt, I tend
to leave the
club earlier
Interview Process : Curiosities
“Have a place to store the heels is what I would
love!” CLAUDIA, 25
“YOU SHOULD CONSIDER SEASONALITY. I WOULD NOT BUY
BALLERINAS IN THE SUMMERTIME BECAUSE OF SLIPPERS”
CATARINA, 24
“AFTER THINKING ABOUT THE PRODUCT, I WOULD NOT PAY
MORE THAN €5 TO GET A PAIR” MARIA, 28
“I usually do not bring ballerinas casue when I go dancing, I bring just a
pochette with me” SILVIA, 23
4 INTERVIEWS
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