The guest speaker will be Ben Good of UniGroup's QDivision and his topic is Death of the Design Dictator. The workshop facilitator is our own Chris Hayes who will go over what Empathy Mapping is, when it can be used and, most importantly, how to actually do it. This will be another hands-on workshop that teaches YOU the concepts so that you can take this knowledge back to your organization to use it.
Ben is the Head of Design & Experience at QDivision (the technology startup within UniGroup). Ben has been delivering impactful user experiences in the digital world for the last 15+ years. Equipped with a diverse business background in non-profit, software development startups and large enterprise level corporations; his focus over the last few years has shifted into the transportation & relocation industry. Working on a vast array of innovative projects in the Supply Chain Management space has enabled him to disrupt an industry that operates mostly on antiquated technology and products.
During his tenure at QDivision, he has created a full-service, design agency focused on identifying complex business problems and solving them through collaboration, while leveraging cutting-edge technology and a user-centered design process.
Aside from his day job, Ben enjoys fitness in all aspects and volunteering at his church.
What is Empathy Mapping?
Empathy mapping is a collaborative exercise that helps you gain insight into your customers and how they interact with a product or service. It's part persona and part journey map, but much simpler and quicker to generate. It's not a replacement for those two deliverables, but adds context to a persona as it applies to the particular usage of a product or service. It differs from a journey map in that it doesn't detail a process, and instead speaks to interaction at a foundational level.
We will walk through what the parts of an empathy map are, show you how to facilitate your own empathy map session and create an empathy map collaboratively.
This workshop will be followed-up next month with Journey Mapping - Part 1 (date TBD).