w w w . s h i r a z e e . c o m @ K u b a i r

Understanding Your JuryTools & Techniques to deep dive

Kubair Shirazee

w w w . s h i r a z e e . c o m @ K u b a i r

Good Design

Starts with a

Methodology

w w w . s h i r a z e e . c o m @ K u b a i r

DISCOVER DEFINE DELIVER

w w w . s h i r a z e e . c o m @ K u b a i r

Good Design is

User Centered

w w w . s h i r a z e e . c o m @ K u b a i r

w w w . s h i r a z e e . c o m @ K u b a i r

Learn to

Empathise with

Users…Gain a better understanding

w w w . s h i r a z e e . c o m @ K u b a i r

Tools exist to

help us do

exactly that in a

codified manner

w w w . s h i r a z e e . c o m @ K u b a i r

Think and Feel

Hear

Say and Do

See

Situation

Pain

Gain

/ before / after

www.kubairshirazee.com

Empathy Map for…

The Current

State

The Persona The

Transformed

State

What the Persona

Hears

The NOISE

What the Persona

Sees

The VIEW

What the Persona Thinks &

Feels

The BELEIF

What the Persona Says &

Does

The BEHAVIOUR

The

PAIN

The

RELIEF

w w w . s h i r a z e e . c o m @ K u b a i r

Think and Feel

Hear

Say and Do

See

Situation

Pain

Gain

/ before / after

www.kubairshirazee.com

Empathy Map for…

The Current

State

The Persona The

Transformed

State

What the Persona

Hears

The NOISE

What the Persona

Sees

The VIEW

What the Persona Thinks &

Feels

The BELEIF

What the Persona Says &

Does

The BEHAVIOUR

The

PAIN

The

RELIEF

Think and Feel

Hear

Say and Do

See

Situation

Pain

Gain

/ before / after

Jack is undertaking

research to decide on

an institution to continue his

higher education. Setting costs aside Jack’s current pain is to making sure he makes the right decision.

To select an institution that can provided a well rounded university experience and prove to be a competitive edge post graduation in pursuing a career or a placement at a HE institute.

ANY-U is the best in

London and also the

most expensive

Great Campus

Excellent facilities

Student life was not a factor in

my choice of Any-U

Some professors (specially tenured ones) are not as dedicated.

Having Any-U on my

resume would help

build a good career.

Any-U is a club not a university

Provides a good student life

Sports centre is amazing

Digital assets are not great.

www. has not got enough information on requirements.

www. not good at all I never found what I was looking for.

www. is not great

needed offline instructions to

find information on www.

www. essential info not

there its very complicated

I did not want to go to ANY-U

but circumstances changed.

Any-U was plan B

Attracted to the student

lifestyle at Any-U

Not convinced Any-U was the best option

Lack of choice in Sceinces

Online Registration is

inefficient

Requirements for each

school are unclear on the

website

Digital services for students

not useful at all

Simple online

Registration

Reorganising the

public website to ease

access to requirements

information

Lack of choice of food

outlets and long queues

during lunch hour

increasing number of students on campus -

overcrowding

Lack of a

community - cliques

no easy means of accessing

systems I needs/should have

access to

Digital assets are

not great.

Em p at h y Map f o r… Jack i s a h igh school graduate undertaking research for selecting a University to enrol

in for an undergraduate degree program at Any-U.

Example Empathy Map for

an Undergraduate

Applicant

w w w . s h i r a z e e . c o m @ K u b a i r

Think and Feel

Hear

Say and Do

See

Situation

Pain

Gain

/ before / after

www.kubairshirazee.com

Empathy Map for…

The Current

State

The Persona The

Transformed

State

What the Persona

Hears

The NOISE

What the Persona

Sees

The VIEW

What the Persona Thinks &

Feels

The BELEIF

What the Persona Says &

Does

The BEHAVIOUR

The

PAIN

The

RELIEF

Think and Feel

Hear

Say and Do

See

Situation

Pain

Gain

/ before / after

Jack is undertaking

research to decide on

an institution to continue his

higher education. Setting costs aside Jack’s current pain is to making sure he makes the right decision.

To select an institution that can provided a well rounded university experience and prove to be a competitive edge post graduation in pursuing a career or a placement at a HE institute.

ANY-U is the best in

London and also the

most expensive

Great Campus

Excellent facilities

Student life was not a factor in

my choice of Any-U

Some professors (specially tenured ones) are not as dedicated.

Having Any-U on my

resume would help

build a good career.

Any-U is a club not a university

Provides a good student life

Sports centre is amazing

Digital assets are not great.

www. has not got enough information on requirements.

www. not good at all I never found what I was looking for.

www. is not great

needed offline instructions to

find information on www.

www. essential info not

there its very complicated

I did not want to go to ANY-U

but circumstances changed.

Any-U was plan B

Attracted to the student

lifestyle at Any-U

Not convinced Any-U was the best option

Lack of choice in Sceinces

Online Registration is

inefficient

Requirements for each

school are unclear on the

website

Digital services for students

not useful at all

Simple online

Registration

Reorganising the

public website to ease

access to requirements

information

Lack of choice of food

outlets and long queues

during lunch hour

increasing number of students on campus -

overcrowding

Lack of a

community - cliques

no easy means of accessing

systems I needs/should have

access to

Digital assets are

not great.

Em p at h y Map f o r… Jack i s a h igh school graduate undertaking research for selecting a University to enrol

in for an undergraduate degree program at Any-U.

Empathy Maps can be

used to gain a 50,000ft

Understanding

w w w . s h i r a z e e . c o m @ K u b a i r

…or get the pulse of an

individual user segment

w w w . s h i r a z e e . c o m @ K u b a i r

w w w . s h i r a z e e . c o m @ K u b a i r

Use them to

understand big

Brands…

w w w . s h i r a z e e . c o m @ K u b a i r

…study the rise of

the Far-Right…

w w w . s h i r a z e e . c o m @ K u b a i r

…what life is like

for those trapped

in Poverty and

Conflict…

w w w . s h i r a z e e . c o m @ K u b a i r

…or how exploitation

is viewd by those at

the receiving end of it

w w w . s h i r a z e e . c o m @ K u b a i r

Empathy Maps can

not be built in

isolation

w w w . s h i r a z e e . c o m @ K u b a i r

Interview individuals

Arrange Group

workshops

Observe

Interrogate

Collect

Analyze

w w w . s h i r a z e e . c o m @ K u b a i r

Its Takes Hands-on

Field Research!

w w w . s h i r a z e e . c o m @ K u b a i r

Why bother?...

w w w . s h i r a z e e . c o m @ K u b a i r

…Allows you to

walk in your

subject’s foot steps

w w w . s h i r a z e e . c o m @ K u b a i r

…enables you to Chart

the Persona‘s

Journey…Interaction with

CONTENT

w w w . s h i r a z e e . c o m @ K u b a i r

Decision point - As a user I have arrived at a decision. Interaction point - As a user I have engaged with this medium + content.

Exception for International prospective students

MOOC sites

SHORTLIST+

SELECT

Unofficial Social media channels

Represents the influence ‘of’ and engagement ‘with’ content channel.

Any-U.EDU

Any-U Profile on external websites (top universities.com)

Any-U-Press.Com

Any-U offline publications

3rd party EDU Journals

Any-U Twitter

Any-U Official Facebook Group

Any-U Official Youtube Channel

Any-U Official Linkedin Page and Groups

…Allows you to identify

Content Touch Points

The Content Journey

To better design your

Content Strategy

w w w . s h i r a z e e . c o m @ K u b a i r

w w w . s h i r a z e e . c o m @ K u b a i r

Thank You

Empathise with your fellow inhabitants

of the Third Rock… Like, Follow and Spread

the word to…Bring Peace Through

Prosperity

www.BringPTP.com