Empathy Mapping
Financial Platform: Mobile Banking App for Millennials
Device Type: Smartphone
Target Audience: Millennials (ages 25-40)
User Research:
To understand the pain points of this target audience, I conducted online surveys, social media listening, and in-depth interviews. Here are some key takeaways:
Pain Points:
Complexity and Clutter: Many users found traditional banking apps confusing and cluttered, with too many features and information crammed into a small screen.
Lack of Financial Wellness Tools: Millennials are looking for tools to help them budget, save, and invest, but many apps lack these features or make them difficult to access.
Security Concerns: Users expressed concerns about the security of their financial information on mobile devices.
Poor Customer Support: Long wait times and impersonal interactions with customer service were common complaints.
Lack of Gamification and Rewards: Millennials are more likely to engage with apps that are fun and rewarding.
Tools used
From brief
Topics
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Reviews
5 reviews
Thats according to the rules
Hi Ankita! Great insights from your research. It looks like you've covered everything required for the brief. However, transforming some of the written text into visual slides could make the information more engaging and easier to digest for viewers.
Great research!
Yuliia
Hi Ankita,
Your empathy mapping is wonderfully structured, making it easy to understand user needs at a glance. I love how well you’ve captured emotions and behaviors—it really brings the user to life. If anything, emphasizing key insights even further could make it even more impactful. Fantastic work!
It is very helpful to me!! Great job
I think you have done a great job with this Ankita.
I love the way you have laid it out with four easy-to-distinguish quadrants, and your choice of colors and note cards is perfect.
I also love how you have opted for simple sentences to describe each element.
To make it even better, consider;
- Consistency in the "Feels" section. You have bullet points and titles in the Feels section that don't appear elsewhere. Think about users with diverse reading abilities who might be confused by the bullets here, but not elsewhere. Stick to the same layout if possible.
- Consistency in language. You have used simple sentence constructions with simple, easy-to-understand words in most sections (aiming for a reading ability of age 11-14). Try and keep this consistency throughout. This will help people who have reading difficulties, as well as busy people who are in a hurry and want to skim through the words quickly. For example, the Procrastination note card could be changed to something simpler, like delays making decisions or puts off financial planning tasks.
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