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
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 hugebag to bring my ballerinas”
“It really hurtsthat much.”
“Cannot dance so well because of my bag / don’t want to spend the money to save it.”
Peer Pressure
Uncomfortable heelsFeet hurt
More Fun Making life easier
Increase pleasure
Love-‐Hate relationship with heels Comfortable but fashion
Wants to be seen as “hot” in clubs
Worries about what other people thinkFriends who love clubbing
as much as she does
Fashion Seeker
Friends: college students with the same habits as she
Competitors offer comfort align with fashion
Parents: “Are you sure you are not to tired 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 hugebag to bring my ballerinas”
“It really hurtsthat much and Iam really tired.”
“Cannot dance so well because of my bag.”
Peer Pressure
Uncomfortable heelsFeet hurt
More Fun Making life easier
Increase pleasure
Love-‐Hate relationship with heels Comfortable but fashion
Wants to be seen as “hot” in clubs
Worries about what other people think/still wants to feel young Friends who are still in
college and have free time
Fashion Seeker
Friends: college students / recent graduates
Competitors offer comfort align with fashion
Tired
Empathy Map: Lara, the recent worker
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 still got killer moves!”
Club RP: *judgment eyes– aren’t you too old?*
News & Facebook
“No, I’m not that tired”
“I need to take this hugebag to bring my ballerinas”
I should have stayed at home…
“Cannot dance so well because of my bag.”
Peer Pressure
Uncomfortable heelsFeet hurt
More Fun Making life easier
Increase pleasure
Love-‐Hate relationship with heels
Comfortable but fashion
Almost feels awkward at clubs but still wants to have
fun
Friends who go to clubs only to celebrate
Fashion Seeker
Friends: stable life with full time jobs & families
Competitors offer comfort align with fashion
Personas
Personas
Personas
Interview briefing
Interview conclusion
Identify and validate solutions
Identify and validate problems
What problems we have identified
Questions regarding segmentation
Introduction
Interview script
I Dance Less
or spend
more time
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
As my feet hurt, I enjoy
less the night I usually
feel the
need to c
arry a bi
g
bag in or
der to
bring a p
air of
ballerina
s to the
club
Interview Process: Identify and validate problems
“to Have a place to store the heels would be
perfect!” CLAUDIA, 25
“YOU SHOULD CONSIDER SEASONALITY. I WOULD NOT BUY
BALLERINAS IN THE SUMMER BECAUSE I can bring beach
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 because when I go dancing, I only bring
a pochette with me”SILVIA, 23
4 INTERVIEWSInterview Process : Curiosities
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