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SKINCARE CATEGORY ISSUE

CO P Y B LO G G E R M E D I A | E M PAT H Y M A P W O R K S H E E T

Empathy Map Worksheet


The empathy map starts by filling in this key question:

Our customers (users/clients)


need a better way to ____________
understand their skincare needs

because ______________.
there are lots of brands and offers

The “because” in that statement is crucial! Create your version in the spaces
below:

Our customers need a better way to:


"understand their skincare needs". Customers usually do not know what their skin
needs, what products to use, how to use them and when. They need to get some
education on the skincare category to better find their perfect skincare routine and
get the skin that they want to have.

because:
"there are lots of brands and offers". Thanks to the digitalization and the
globalization, our consumers have the great access to lots of different brands and
products. From one day-cream product to a thousand different ones, each of them
claiming the same purpose.

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CO P Y B LO G G E R M E D I A | E M PAT H Y M A P W O R K S H E E T

Getting started
Before you begin gathering research, create a blank empathy map where you
can start to collect notes. Make sure you include any wording the prospect
uses to describe their problem or the solution they’re looking for.

You can create your empathy map:

• On paper

• With collaborative tools like Google Docs


• With a flexible note-taking tool like Evernote
• Using mind-mapping software

The important thing is to capture your impressions in four quadrants:


Thinking Seeing
Thinking that they do not know their Seeing lots of different products,
skin and do not know how to take care seeing lots of different needs answered
of it. but not knowing which one to choose.

Doing Feeling
Doing lots of different products without Feeling lost in all the different skincare
having the skincare results they are products and brands.
looking for.

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Any tool you use will need lots of room for notes and additions. (If you’re
creating the map on paper, sticky notes come in handy!) You’ll probably want
to expand well beyond the spaces created for you in this workbook — this
PDF is just to get you started.

Capture the world view


A valid Empathy Map begins with developing a keen sense of your prospect’s
(and customer’s) world view.

You can begin to collect data on this world view with surveys, one-on-one
interviews, diving into support emails or emails from prospects who have
questions.

Take some notes here about how you plan to collect the information you’ll
need for your empathy map:

- Reach out to current customers, to understand how the brand is perceived by


them, how we helped them to understand which products to choose, how they need
help to understand which products to choose according to their skincare needs.
- Reach out to potential customers to understand how to help them understand the
skincare category and how to help them find the perfect products for the skincare
needs.
- Reach out to skincare products buyers to understand how they find their skincare
products and understand the skincare category.

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Sharpen your focus on the avatar


This exercise will be most useful once you’ve conducted your surveys or
interviews.

Start by sketching out the basic demographics — age, gender, income, etc.

But be sure to also branch off into personality traits, quirks, habits, customs,
beliefs, routines, etc.

You must develop a specific, distinctive image Develop a specific,


of an individual person that you speak to in distinctive image of
your marketing. (You might well be creating
an individual person
more than one.)
that you speak to in
Not every buying customer will precisely your marketing.
resemble your avatar. Your avatar may be
a woman, but your customer base will also
include men. However, you need to be able to visualize a specific individual
person in order to develop empathy for that person.

You’ll want to take lots of notes throughout the process, but once you’ve
completed your research on world view, it’s time to flesh out a complete
Empathy Map, using the four quadrants. You can use the worksheet that
follows to get started, but you’ll probably find that you want to expand into a
tool that offers more room for notes and details.

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Thinking
Diana is between 30-59 yo, she thinks that face care is not important as she cannot
find what is working for her. She thinks that all products are the same and that none
of them is matching her needs.

Seeing
Diana is between 30-59 yo, she thinks that face care products are all the same.
Indeed, she is seeing lots of different brands and products selling the same effect.
Why would one be more relevant for her to use as they all claim the same.

Doing
Diana is between 30-59 yo, she is buying the cheapest face care product as she
does not understand her skin needs. She is doing the simplest way to gain time in
her daily-life.

Feeling
Diana is between 30-59 yo, she is feeling lost in the skincare world. She feels that
no product is answering her needs. She feels no one can take care of her skin. As
no product has answered her skincare needs, she feels the brands are cheating on
her. She loses trust in the skincare products.

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Experience Map
Once you have a well-rounded Empathy Map, it’s time to craft the Experience
Map. This describes, step by step, the journey that a prospect takes from
stranger all the way through to loyal repeat and referring customer.

This tends to work best as a team exercise. Gather a representative from every
group that has any contact with your prospective customer. (Sales, Support,
Front Line Product Delivery, etc.)

You’ll also want to bring in all the data you can find, and your Empathy Map
notes.

Begin by collecting every observation the An Experience Map


different teams may have about this avatar.
shows the journey that
Find out what the avatar is doing today,
a prospect takes from
and what could be improved about her
journey as she goes from being a stranger stranger all the way
(unaware of your product or service) through to loyal repeat
through becoming and remaining a happy and referring customer.
client or customer.

A step-by-step outline follows — but don’t hesitate to add steps if that makes
sense for your business.

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How does the prospect find you? What’s the first point of contact? Does she
initiate it, or do you?
Prospects can find us through the shops in the big city (small shops) and through
Internet. Mostly, prospects should know our name to find us (which is definitely
something to work on : awareness). Prospects should initiate the first point of
contact, hopefully word-of-mouth is still working for our brand but it is not enough to
grow in the very busy skincare category.

What does the sales process look like today? Anything you know should
be fixed?

Either you buy in a small shop or you buy online on the official website. Process is
quite simple and smooth. To increase a better sales process, we should extent the
buying solutions online, for example, to add PayPal or Bancontact solutions. This
would help customers to buy online with the payment method they are most familiar
with.

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?

For now, we have a website and an Instagram account. The website is used to give a great
description of each product and to help understand which product to use for which needs. We
also include a skin diagnostic online solution in order to help the consumers and a live chat
options to get in touch with our skin experts. We hope that it will help the consumers to get
educated and to understand her/his skin needs. The Instagram account is more used to inspire
our consumers with inspirational pictures.

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What motivates the prospect to raise her hand for permission-based


content, like an opt-in email list? What makes taking that action irresistible
for her?

Prospects can register to our newsletter. This newsletter gives them a direct 10%
discount on the next purchase. Also, it helps them to get informed on new products
launched on the website or in the shop and on all the discount animation or specific
offer happening. It is really appealing to be registered to the newsletter as it helps to
save money and enjoy great deals from the brand.

What does the prospect need to know in order to make an informed


decision to buy?

The prospect needs to understand which product to buy, needs to understand how
to use a certain product, needs to understand how the effect on his/her skin will be.
This is crucial to end up a sale.

What does she need to believe and experience in order to be delighted to


become a client or customer?

The prospect needs to believe that our brand is there to help her/him. They need to
believe that we are here to help and we are only thinking of their skin needs. They
also need to enjoy trying our products and seeing the great effects on their skin
according to what they were looking for.

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What does the actual purchasing experience look like? What are the steps?
How could that process be made simpler and more enjoyable?

On the website, they would have to put a certain product in the basket in order to pay for it.
When at the basket step, they can choose with payment methods to use. I think we are lacking
a diversity in the payment methods in order to be able to make the payment method the easiest
for the customer. Indeed, if the customer is used to use PayPal and there is no PayPal on the
website payment solution, he/she will be frustrated and might leave without paying for the
product.

What happens immediately after the purchase is made?

After the purchase is made online, the customer receives an email confirmation
saying that the sale went well. After a few days, they will receive an email saying
that their order is on its way.

How is the product or service delivered today? How could you make that
experience more satisfying for this avatar?

The product is delivered through normal mail post. The process can be low,
meaning, taking to 5 open days to be delivered to the customer. In our day-to-day
life, we expect to receive a product within the maximum 48-hours. This is definitely
something that our brand should work on. Indeed, if one competitor is delivering its
products faster, our consumers will go there to buy what they need.

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What is the plan for staying in touch with this new customer? For ensuring
that she’s having an excellent experience with your product or service?

It is easy to stay in touch with customers that registered to the newsletter. Indeed, we can
then send them specific offer and information about product launches. For customers who
did not registered to the newsletter, we are hoping that they would get a great product
experience and come back to us. If our consumers have an issue with a product or a
service, we have a "customer service" available to answer them and help them.

How does a delighted customer find out how to refer you to others? What
are the steps of that experience?

Mostly, there is the word of mouth that could help spread the word about our brand.
But from a few weeks now, we implemented the "Ratings & Reviews" on our website.
This helps to convert new customers. Indeed, a good review about a product always
helps to attract a new buyer. Now, customers can share their product experience on
our website with others. This will definitely help us to grow and gain new consumers.

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High Five Content


Now you’re ready to deliver the right kind of content, to the right person, at
the right time, to keep them moving along their portion of the journey. We call
this “high five” content, it and comes in three distinct flavors.

EDUCATE: What do they need to learn in order to keep going? What do


you need to teach them to begin or continue to do business with you/
your client?

MOTIVATE: Sometimes the issue isn’t whether they’ll buy from you
or continue to buy from you, it’s whether they’ll buy at all. What
encouragement do they need?

CHALLENGE: In certain situations, your prospects and customers/


clients need to be challenged to “up their game” in order to buy from
you or entertain an upsell offer. What kind of content will inspire them
to achieve more, even more than they think they can?

You’ll be creating lots of “High Five” content throughout your content


program, but if you have any preliminary thoughts on pieces you know
you’ll want to create, you can note them here:

- Education content on the website is key. It will help our consumers to understand
how the product is good or bad for them according to their skin needs. Also, the
educational content should start with the consumer's needs. if consumer needs a
day-cream for an oily skin, this is how the article should be named.
- To motivate new buyers, the reviews put on each product will help us to close a sale.
Indeed, seeing that another consumer loved the product and explained the effect on
his/her skin will definitely help our brand to grow and gain trust in prospects.

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