11/8/2023 0 Comments Omer khan saasHow to Create Your First Empathy Map in 1 HourĬreating your first empathy map doesn’t have to be a long painful exercise. That’s what an empathy map could help you achieve with your SaaS business. Have you ever bought a product that had less features than its competitors? Or maybe you bought a product that had the same features but was more expensive? But you made that buying decision because that product felt ‘right for you’. And that’s fine, because they weren’t going to buy from you anyway.Īnd most importantly, you’ll stand out from your competitors because your message will resonate so well with your target customers. And you’ll repel the people who aren’t your target customers. Your marketing will attract more of your ideal customers because they’ll feel like you’re reading their minds. With an empathy map you’ll have more clarity about your target customers. It will help you to get to the heart of what your target customer’s really care about. It will help you discover unexpected insights. The biggest benefit of an empathy map is that it will help you to understand the ‘why’ behind the choices, actions and decisions your customers make. They can and should be a key tool for your SaaS business. The tool was originally developed at Xplane, a company founded by David Gray, the author of ‘The Connected Company’ and ‘Gamestorming’.īut empathy maps aren’t just for designers. Stanford University’s Institute of Design or ‘d.school’ has been using empathy maps for some time to help designers synthesize their observations and draw out unexpected insights. It’s a powerful way to get inside your customer’s head and figure out what really makes them tick. Introducing the Empathy MapĪn empathy map is a simple visual tool that you can use to build a deeper understanding of your target customer. And it doesn’t have to cost you anything. There’s a simple but powerful tool that you can use to build deep insights about your target customer, literally overnight. Not just who they are, but what they need and care about the most.ĭon’t worry, it’s not that hard. Your ads and landing pages just didn’t seem to convert traffic well.īefore you build any new features or do any more marketing, you need to make sure that you have clear understanding of your target customer. But no matter what you tried, you just ended up losing money. Maybe you spent money on paid advertising to get new customers. You’ve published so much content, but have hardly any new customers to show for it. But your content marketing strategy doesn’t seem to be getting much attention from anyone. You want to build a better product, but have already wasted time and money shipping new features that most of your customers don’t really care about. But how well do you really understand your target customer? Hopefully you already know who your target customer is. Are You Product-Driven or Customer-Driven? That one simple question was a wake up call that things had to change and change fast. We believed that adding ‘cool’ features to our product was the answer to just about every problem. We were clearly product-driven instead of being customer-driven. If we didn’t know our target customer, how could we possibly understand what that customer needed? How could we build the right features and stop wasting time on the wrong ones? How could we come up with a marketing plan that actually drove new signups instead of just burning a big hole in our marketing budget? But that was just a sign of deeper problems. It was bad that we didn’t clearly know who our target customer was. We had all just assumed that our product was so amazing that all consumers would want to use it. “Who’s your target customer?” was the question that he’d asked. We looked like deers caught in headlights – blank looks on our faces.Īnd that’s the day I told myself that I’d never be caught with my pants down like that again. We were ready!Īnd then he asked us that one seemingly simple question. And we had clearly laid out all the metrics that told a compelling story. We had great market research to back up what we were going to say. We had rehearsed the presentation over and over again. The future of our product and our team would be decided today. But we knew that this meeting was more than that. He had told us that this was nothing ‘formal’ and that he’d just like to have a ‘discussion’. A new executive was in charge of our team and had asked for an update on the current state of our product and our plans for the coming year. We had spent over a month preparing for today’s presentation. How to Use Empathy Maps to Drive Your SaaS Growth
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