UX for improved data capture

Define

Empathy Map

What we did and why:

- Due to budget and time restraints we took the decision to form goal-oriented personas. Having to sacrifice the use of data-driven engaging personas, we were still able to understand their behaviour and their roles they play.

- We based these on the hypothesis we formed from the empathy map.

- With these personas we could share them with the team and align our understanding of who we are designing for, and continue to iterate on them.

With this qualitative data I was able to turn the data into this empathy map.

This will help us better understand the users:

- We clarify who the users are

- Helps educate the whole team about the users

- This helps reduce bias and highlights gaps in our knowledge

- Now we can shape the user personas, to personalise the users for the team.

Sarah, the Entrepreneurial Leader

Background
- Age: 35
- Position: Founder and CEO of a tech startup
- Industry: Technology
- Experience: 8 years in the industry
Demographics
- Location: London, UK
- Education: Bachelor's degree in Computer Science
- Family: Married with one child
Goals
- Find an office space in or around London that fosters innovation and collaboration.
- Create a work environment that reflects the company's progressive and dynamic culture.
- Optimise cost-efficiency while ensuring the office design supports employee well-being.
Behaviors
- Actively seeks modern and flexible office spaces that accommodate a growing team in the London area.
- Values sustainability and looks for eco-friendly design options.
- Prefers locations with easy access to public transportation and amenities in London.
Challenges
- Balancing budget constraints with the desire for a cutting-edge office design in the London real estate market.
- Ensuring the selected space aligns with the company's image and brand.
Technology Usage
- Relies heavily on cloud-based collaboration tools.
- Regularly uses mobile apps for quick decision-making.

“Finding eco and modern offices within the budget is the challenge, not to mention, finding the time!”

Alex, the Facilities Manager

Background
- Age: 45
- Position: Facilities Manager
- Industry: Finance
- Experience: 15 years in facilities management
Demographics
- Location: Greater London, UK
- Education: Bachelor's degree in Facilities Management
- Family: Single
Goals
- Find a cost-effective office space in or around London that optimizes the use of available resources.
- Ensure the office layout promotes efficiency and meets regulatory requirements.
- Streamline the move-in process for employees.
Behaviors
- Conducts thorough research on office spaces and design trends within the London area.
- Prioritises practicality, functionality, and compliance in office design.
- Collaborates with various stakeholders, including HR and IT, to coordinate office logistics in London.
Challenges
- Adhering to strict budget constraints while meeting high-quality standards in the London real estate market.
- Minimising downtime during the office relocation process.
Technology Usage
- Uses facility management software to track and manage office resources.
- Prefers communication through email and project management platforms.

“I am all about efficiency and double-checking everything. I hate when people haven’t done their duel-diligence and slow any process down.”

- After the round of interviews and workshops, the stakeholders and myself were able to nail down the actions the customer would need to take to reach their goals.

- Here you can see each stage and how the customer would be feeling.

- This will inform how we will define the problem statement.

Statement 1

Sarah, the Entrepreneurial Leader, is a tech startup Founder and CEO in London who needs access to eco-friendly and modern office spaces within budget constraints.

This is because the challenge lies in balancing the desire for innovation and collaboration with the limited time available for thorough exploration in the competitive London real estate market.

Statement 2

Alex, the Facilities Manager, is an experienced professional in facilities management in Greater London who needs to find cost-effective office spaces that meet high-quality standards while minimising downtime during relocations.

This is because the challenge stems from the need to streamline logistics efficiently, in an environment where stakeholders may not consistently prioritise diligence and efficiency.

Statement 1
We believe presenting Sarah, the Entrepreneurial Leader, with a tailored list of eco-friendly and modern London office spaces, emphasising sustainability, flexibility, and accessibility, will boost engagement and increase the likelihood of her selecting our agency for design and planning.

Statement 2
We believe incorporating an efficient and transparent communication process aligned with Alex, the Facilities Manager's emphasis on research, practicality, and streamlined logistics during the Design and Planning phase will lead to a smoother project execution, minimising downtime and ensuring a positive post-occupation experience for our clients.