PERSONA OR EMPATHY MAP
        CUSTOMER JOURNEY MAP
        A CUSTOMER JOURNEY MAP TRACES THE INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND 
        EMOTIONS THROUGHOUT THE PRODUCT  ACQUISITION CYCLE. THE CUSTOMER JOURNEY MAP IS COMPLETED FOR A 
        REPRESENTATIVE PERSONA IN EACH MARKET SEGMENT. AFTER  COMPLETING THE CUSTOMER INTERVIEW 
        WORKSHEETS, YOU WILL SUMMARIZE CUSTOMERS WITH TWO TO FIVE PERSONAS.
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    PERSONA OR EMPATHY MAP
       CUSTOMER JOURNEY MAP
       A CUSTOMER JOURNEY MAP TRACES THE INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS 
       THROUGHOUT THE PRODUCT  ACQUISITION CYCLE. THE CUSTOMER JOURNEY MAP IS COMPLETED FOR A 
       REPRESENTATIVE PERSONA IN EACH MARKET SEGMENT. AFTER  COMPLETING THE CUSTOMER INTERVIEW WORKSHEETS, 
       YOU WILL SUMMARIZE CUSTOMERS WITH TWO TO FIVE PERSONAS.
           Example: Sharon (persona) is a 33-year old teacher. Her home coffee maker broke on a Monday morning when she needed to arrive at work  
           early for a meeting with school staff. During breaks in the school day, Sharon checks features and prices of coffee makers online, and she  
           noticed an ad on television in the break room for a coffee maker. After work, she goes to the mall to pick up her dry-cleaning, so she also  
           stops at a nearby department store that advertises small appliances and sells brands she trusts. With scheduled exams for her students  
           during the week, she decides to purchase a coffee maker immediately since it has comparable features and prices compared to the ones she  
           researched online. She is delighted to receive special coupons via email for disposable supplies, like filters and special blend coffees.
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    PERSONA OR EMPATHY MAP
          CUSTOMER EMPATHY 
          MAP
                         Any good product,                An empathy is a collaborative  tool, 
                         service or design is             teams can use to gain a  deeper insight 
                           only good if it                into their  customers. Much like a user  
                           matches what a                 persona , an empathy map can  
                         customer desires  in             represent a group of users, such  as a 
                            the product.                  customer segment.
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    PERSONA OR EMPATHY MAP
    CUSTOMER EMPATHY MAP
    A CUSTOMER EMPATHY MAP FOLLOWS THE THOUGHTS, FEELINGS, PAINS, AND GAINS OF A POTENTIAL 
    CUSTOMER. USE THE CUSTOMER EMPATHY  MAP TO SELECT FEATURES FOR PRODUCT AND SERVICE 
    DEVELOPMENT SO THAT THE HIGHEST PRIORITY NEEDS OF THE CLIENT OR CUSTOMER ARE MET.  
    ADDITIONALLY, THE CUSTOMER EMPATHY MAP IDENTIFIES THE EMOTIONAL PULL OF A PRODUCT OR 
    SERVICE FOR A CUSTOMER AND HELPS TO BUILD  THE CUSTOMER VALUE PROPOSITION FOR THE 
    FINAL PRODUCT OR SERVICE.
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    PERSONA OR EMPATHY MAP
  CUSTOMER EMPATHY MAP
               A customer empathy map follows the thoughts, feelings, pains, and gains of a potential customer. Use the customer empathy  
               map to select features for product and service development so that the highest priority needs of the client or customer are 
               met.  Additionally, the customer empathy map identifies the emotional pull of a product or service for a customer and helps to 
               build  the customer value proposition for the final product or service.
               Example: Juan (persona) is a 50-year old office manager. He needs to buy a new vehicle because her car is old and becoming  
               unreliable. Generally, he does not enjoy the car-buying experience, but he wants to get the best vehicle for the money. Juan really  likes 
               some of the features of his current car: manual transmission, quality brand, and reliable. He’s also excited about some of the new  
               features on his wife’s new car: Bluetooth, lane departure warning, and more trunk space for his golf clubs. He hears a lot about cars  
               from the guys in the office and he sees a lot of ads on television during football games. With a mixture of excitement and dread, Juan’s  
               thoughts and feelings about buying a new vehicle are reflected in the customer empathy map.
                                             TAKING COOPERATION FORWARD                  6