Empathy Map

Empathy Map

Think and feel?

Aspirations: become a better Santander executive, being promoted

Major preoccupations:

• Family life
• Kids security and happiness
• Money
• Good relationship with her husband and children

See ?

Environment:

Wife and husband have the same problem. They both need to work nowadays in order to satisfy the needs of their family.

Friends: 

They have the same problem. They work and they don't always have time to help others

Say and do ?

• She seems desperate, she ask for help
• She needs time for herself and holidays
• She wants time with her husband

Hear?

• No one has time to help her because her family and friends are working as well
• Work say: She is never on time at work, she always have too leave early to take care of her children and she doesn't always respect the deadlines
• Friends say: she always look tired, she is never in a good mood and always stressed
• Husband say: she needs to relax and to take time for us, she is not my wife anymore, she is just the mother of our children

Pain ?

• She doesn't have time for herself and for her husband
• She is constantly afraid of losing her job
• She is afraid not to see her children grow
• She needs to gain money to satisfy the needs of her family

Gain ?

• She wants free time
• She wants to be successful in her job and maybe be promoted
• She wants to take care fo herself and to rest