Persona is one of the tools that is used to build a better understanding of user behavior either in UX research or in marketing research by building a virtual avatar that represents the target consumer’s characteristics.
However, achieving empathic design requires more than just drawing a virtual character that represent the target consumer, it also requires that designers put themselves in the shoes of the consumer to learn more about what they love, hate, think, and feel about the product.
This target can be achieved through building a persona empathy map that can bridge the gap between the virtual character’s persona and the real consumer’s experience.
