EMPATHY & EXPERIENCE MAP WORKSHEET:
Unique Food Recipes and Exciting Travel Tours Blog
Our customers (user’s/clients) need a better way to:
◻ Understand the cross-cultural food recipes and varieties from countries around the world
online.
◻ Discover wider and up-to-date knowledge towards planning their tours, holidays and business
travel trips better.
Because:
◻ They are searching for more interesting, and easy to prepare trending recipes online.
◻ They are in search of correct and up-to-date posts that meets their desires and quest for
organized travel plans.
Customer Persona
Gender: Female
Age: Between 24 & 40
Household income: “C” & “AB” Class; Mid-Range.
Hobbies: Likes leisure or business travelling, good, adventurous, healthy and self-cooked,
quick meals. Could be found in tennis courts, video-game centers, cinemas, shopping malls
or, mostly, at leisure resorts. She also loves body work-outs at the gym.
Marital status: Mostly married with none or very young children.
Geographical Location: Asia, Europe and America
Other Observations: The target loves good music, with emotional, logical and fun content both in the
lyrics and the musical composition. She has an above average command of English language and loves
creative, organic foods, and she likes food styling.
Empathy Map
Thinking:
•
At last, I understand how
to easily make some of the Asian dishes
that I love.
•
Why doesn’t this site have videocontents for better understanding of
the process better?
•
I think that I like sub-titled videos
because it helps me quickly get the right
spellings of the recipes mentioned in
the videos.
•
I love these exotic recipest but
where online could I easily get them
supplied to me?
•
I want something to impress my
guests when they come visiting.
Feeling:
•
Feels entitled to get details of
right measurements of recipes and not
merely the mentions of the same as
part of menu.
•
Feeling good about how fast the
website loads.
•
Feels good about the clarity of the
titles, this makes searching easier.
•
She is worried about if the recipe is
going to be too difficult to execute.
•
She feels that this is taking too much
time and that she has other important
things to do.
•
She feels relaxed when reading
humorous, suspense-filed and lessonembedded travel trip experiences of
others.
Seeing:
•
Loves seeing websites with creative UI
and fast load response where she can find
both great recipes, food articles and also wellorganized travel advice.
•
That the ingredients used in the
recipes are of good quality and healthy.
•
Beautiful and non-busy websites
attract me
•
I simply love seeing fascinating
pictures.
•
Reading unusual, true-life, fascinating,
suspense-filled
but humorous travel
experiences of people that shares great
lessons.
Doing:
•
•
•
•
•
Most times on phone with peeps and friends
exchanging ideas as per offers discovered for
travels and food menus online.
Looking for ideas or how to present a dish in a
beautiful and special way.
They might be print the information for cooking
later.
Observing the pictures of the blog.
Looking for special dietary requirements such
as gluten-free or veggie friendly recipes.
Take some notes here about how you plan to collect the information you will need for your empathy
map:
E-mail Interviews, online surveys, calls.
Experience Map
How does the prospect find you? What is the first point of contact? Does she initiate it, or do you?
Once she feeds in a search query looking for her preferred latest recipe type or some travel advice for a
specific destination, online, she will get me as the first ranked option on the SERP.
What does the sales process look like today? Anything you know should be fixed.
The selling process is a work-in-progress approach because I keep updating and up-skilling regarding the
most appropriate and efficient “call to action” strategy based on research and my analytics feedback on
my website. I am also working on some free content that I can give away as a reward to my mailing list.
What kinds of web-findable content (blog, YouTube channel, podcast, etc.) are available to the
prospect so she can begin to educate herself about your product or service? What questions are
answered? How will that content be crafted to be both interesting and useful/relevant to the
prospect’s problems?
My main web-findable is my blog where she can freely find both information and apt content. Regarding
the food articles, I plan to open a YouTube channel where I would post sundry recipe-execution videos.
These would address questions like; "how to find, use and understand some foreign ingredients and to
simplify difficult recipes making them easy"
All contents would be crafted clearly with strategically-apt images, and I would present options of other
exotic ingredients that are difficult to come by. My travel articles would present, reliable, tested, relevant
and key information for planning and organizing desired travel itineraries borne from research, personal
experience and winning industry network.
Again, she finds the humorous, suspense-filled, lessons-embedded, true-life, stories shared in my subcolumns, addictive to her relaxation routines as she adapts some of the lessons learnt into her personal
travel trips because she connects with them.
What motivates the prospect to raise her hand for permission-based content, like an opt-in email
list? What makes taking that action irresistible to her?
I use visual cheat sheet or a handy template to give away as rewards for subscription that she would
find fit for lifestyle and needs.
What does the prospect need to know in order to make an informed decisions to buy?
I would ensure my reviews are unedited, honest and unbiased, such that, she would find it easy to
buy-in to trust me without seemingly luring her into the decisions she makes especially coupling this
with the valuable information she finds on my site.
What does she need to believe and experience in order to be delighted to become a client or customer?
She needs to feel inspired by the content and experience a comfortable sense of trust that she has luckily
found a reliable place online to find needed recipes, even as she recalls her positive experiences after
testing some of the recipes herself, which turned out well with compliments from her family and friends.
Her experience must continually trigger positive emotions that connect with my brand, services and
products, repeatedly. Once she finds herself online, she should always feel like opening my website by
default, even when she actually wants to search for other unrelated matters.
She should always feel like “catching up” with contents my website offers and feel like something is
missing if she does not open my website daily and often. Summarily, she should feel my site is part of
her life.
What does the actual purchasing experience look like? What are the steps? How could that process
be made simpler and more enjoyable?
Now I am not selling any product, but I am planning to link to a page where she can buy my E travel guides
and E-cookbooks. In addition, I intend to make it easier using a professional site such as Amazon. It will
also be possible to purchase the E-books directly from the blog using Pay pal.
What happens immediately after the purchase is made?
She will get an order confirmation and a download link to download her E-books most times with some
kind of relevant freebies or the other.
How is the product or service delivered today? How could you make that experience more satisfying
for this avatar?
It is been delivered online very fast. They can write a review to share it with other possible buyers. I
will also offer a refund in case the client is not fully satisfied with the product.
What is the plan for staying in touch with this new customer? For ensuring that she is having an
excellent experience with your product or service?
She will receive a survey, to rate the whole buying process and share any concerns. I might also ask her
to fill very short forms detailing her business overview which I would share with her target audience as a
means to building business orders for her too.
How does a delighted customer find out how to refer you to others? What are the steps of that
experience?
It is effortless because, under each article, there are shareable buttons for sharing the content using
different social media channels.
You will be creating lots of “High Five” content throughout your content program, but if you have any
preliminary thoughts on pieces you know you will want to create, you can note them here:
Educate:
I will get her to learn to know me better. I will show her that she can learn from my mistakes. I will share
valuable advice based on my own experiences and some of others, in my “Tips for Life” short stories
section.
Motivate:
I will motivate her by showing her that she can also cook delicious dishes. I will make her feel good
because her family is happy with the food she cooked. I will make her feel good because she is happy
with the itinerary that she planned for their holidays using the information on the blog. This is besides
the arresting short stories from other real-life travelers like herself.
Challenge:
I will inspire her to achieve more, by creating beautiful dishes from different cultures. I will challenge
her to create her own travel itineraries for places she never visited before.