“Create a customer empathy map for a first-time homebuyer. In Thinks and feels, include excitement and fear of an expensive mistake and a desire to understand total monthly cost. In Sees and hears, include conflicting advice, fast-moving listings and friends discussing bidding wars. In Says and does, include comparing listings, saving questions for an agent and using a mortgage calculator. In Pains and gains, include unfamiliar terms and surprise costs as pain and confidence to make an informed offer as a gain.”
図の背後にある意思決定を読み解く。
Explain costs and terms in the moments people need them.
Help customers weigh listings without hiding uncertainty.
Make the path from research to offer clear.
Use when a customer faces a complex, infrequent and financially significant decision.
よくある質問
Why map an infrequent purchase?
Infrequent, high-stakes decisions often create needs that routine customer data does not reveal.
Can an empathy map include financial concerns?
Yes. Costs, uncertainty and decision confidence can be important parts of a person's context.
Should the map include demographics?
Include only context that changes goals or barriers; avoid using demographics as a substitute for research.