Goal of the Morning: Workshop Day - Empathy Phase

The objective of this phase is to deepen the understanding of user needs and pain points, and to start identifying areas for innovation. This phase involves various interactive activities with the participation of both the team and the target audience.

WORKSHOP DAY - EMPATHY PHASE

1. Round Table:
   • Objective Setting: Begin with a round table to set the objectives for the day, ensuring everyone understands the goals of the workshop.
   • Participant Introduction: Have each participant introduce themselves, including the target audience members, to build a sense of community and collaboration.
2. Icebreaker Activity:
   • Engage Participants: Conduct an icebreaker activity to create a relaxed and open atmosphere. This can help in encouraging more active and honest participation throughout the workshop.
3. Share Actors Findings in Groups:
   • Divide into Groups: Split participants into smaller groups. Each group focuses on one of the main actors identified during the research phase.
   • Finding Presentation: Ask groups to present their findings about their assigned actor, fostering shared understanding and empathy among all participants.
4. Problem Tree Analysis:
   • Individual Writing: Instruct participants to individually write down their thoughts on the root causes of problems identified in the findings.
   • Group Discussion: After the individual exercise, ask groups to share and discuss their problem trees, facilitating a collective analysis of the root causes.
5. Take a Break:
   • Short Break: Schedule a brief intermission to allow participants to relax and refresh. This helps maintain energy and focus for the rest of the session.
6. Current Experience Journey Mapping:
   • Mapping in Groups: Guide groups to create Experience Journey Maps for each persona. This map should include phases, steps, activities, underserved needs, and pains based on research findings.
   • Collaborative Mapping: Encourage groups to work collaboratively, integrating diverse insights and perspectives into the journey maps.
7. Share and Learn:
   • Presentation Session: Have each group present their Experience Journey Maps to the entire workshop. This session is vital for understanding the varied experiences of different personas.
   • Feedback and Insights: Encourage open feedback and discussion following each presentation to gather additional insights and viewpoints.
8. Add HMW into Key Steps of the Experience Map and Prioritize Opportunities:
   • HMW Integration: Instruct groups to incorporate 'How Might We' questions at key steps in the Experience Maps where opportunities for innovation are most significant.
   • Opportunity Prioritization: Guide each group to prioritize the top 3 opportunities for innovation or improvement identified through this exercise.

Key Considerations for the Empathy Phase

• Active Listening and Engagement: Encourage active listening and engagement from all participants, especially during group discussions and presentations.
• Visual Aids and Tools: Utilize visual aids like sticky notes, markers, and large sheets for journey mapping to facilitate creativity and clarity.
• Diverse Perspectives: Ensure that the voices of the target audience are heard and valued, as their insights are crucial for authentic empathy building.

By the end of the morning session, participants should have a deeper understanding and empathy for the users, clearly visualized through the Experience Journey Maps. The integration of HMW questions into these maps helps in pinpointing specific areas where innovative solutions can have the most impact. This phase sets a strong foundation for moving into the ideation and solution development phases in the afternoon.