Empathy Maps Reflection

For this reflection on the empathy maps created for our group project, I chose curiosity as the value. Creating these maps made me dig into my project’s concepts and the core ideas behind it. I learned a lot about both the people I interviewed and the applicability of my concepts in real life.

One of the main takeaways I had from these interviews was uncertainty. Since my project revolves around predicting whether to buy, sell, or hold onto stock, I had to do a lot of research around the stock market and associated concepts, such as investing, futures, commodities, and other things. I became more informed than the average person about it, and felt confident that my ideas would fit a large number of people.

Then I started interviewing my “customers” and was rather surprised. Because I had such a grasp on my concept, I thought it natural to just understand the questions I was asking. The people I interviewed did not understand them at all. At first I was frustrated. How could they not get it? Why can’t they answer the question about wanting to only trade blue-chip instead of penny stocks?

That was the flaw of my initial approach to the interviews. I needed to come down to the consumer level and ask about their finances, their experience with finance and investment, and flesh out the type of person they were based upon not their knowledge of investing, but on their personality; if they wanted to take risks or be careful, if they have capital to invest in blue chip or if they don’t and want to invest in penny stocks; if they are looking for consistent return or large potential return. Once I identified these as the questions to ask, my interviews went much more smoothly.

I suppose this is curiosity because I had to dig into not only my own research, but how to approach others who may not be as knowledgable as I with my ideas and generate concepts and value from well-worded and thoughtful questions, even if the questions were not extremely “technical” or if they involved sifting through the nitty-gritty details of the stock market. In learning about the personalities of the people I interviewed, I was able to identify a large amount of new value based upon their views on concepts not directly related to my project.

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