“Create a customer empathy map for a small business owner choosing bookkeeping support. In Thinks and feels, include wanting to understand cash flow without becoming an accountant and anxiety before tax deadlines. In Sees and hears, include invoices, bank alerts, peer advice and claims that software should save time. In Says and does, include chasing late invoices, reviewing the bank balance and asking an accountant questions at month end. In Pains and gains, include scattered records and limited time as pain and confidence to make spending decisions as a gain.”
看懂背後的決策。
Connect bookkeeping work to cash and spending choices.
Design around fragmented records and limited attention.
Test whether customers describe needs in the same terms as the product.
Use when a customer balances operational work with a specialized task they do not want to master.
常見問題
Why map a business owner as a customer?
Owners make decisions under time pressure, and their business context shapes what support is useful.
What is a gain in an empathy map?
A gain is an outcome, relief or benefit the person hopes to achieve.
Can this map guide messaging?
It can inform messaging when the statements are validated, but it should not replace direct customer research.