Business Thinking for Designers

partners really think and feel about design work, processes, 
and approaches.
Best done as a team activity, the diagram is structured around 
seven basic questions:

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Develop your business perspective
01. WHO are we empathizing with?
02. What do they need to DO?
03. What do they SEE?
04. What do they SAY?
05. What do they DO?
06. What do they HEAR?
07. What do they THINK and FEEL?

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Develop your business perspective
Figure 3-5: A completed Empathy Map
A team can put as much fidelity into the exercise as they want, 
but 20 minutes should be enough time to develop a rough 
profile. Answering these basic questions provides three 
benefits:
01. You clarify the intended goals a partner is looking to 
achieve.
02. You identify what your colleagues are on the hook for, 
how that makes them think and feel, and how those 
responsibilities influence what they say and do.

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Develop your business perspective
03. You realize that our partners are not anti-design, but have 
different perspectives and ways of working.
Once the exercise has been completed, it’s important for 
the team to be able to summarize the insights in a clear and 
concise way. Insight Statements are helpful to highlight new 
key findings.