Summary Week 3/4 – Storyboards, Interviews, Empathy Map, Design Principles


Week 3 and 4 have been quite busy for the mobile zoolanders! We started work on our interview questions, aiming at bringing insights from various perspectives to our team. After that, we evaluated the results and began to form empathy maps and finalising our storyboard scenarios. In the end we condensed our findings into a design principle, that we will try to follow throughout the complete project. Interested in what we found out? Lets go.

Storyboards / Scenarios

Scenario 1: In a waiting hall
Story Board 1

Scenario 2: In the changing rooms
Storyboard 2


We decided to do unstructured interviews because we felt that this would be the most creative way of getting new insights from our target group. The questions we used in the interviews can be seen in the two preceeding blogposts here and here.

We interviewed a total of 6 people. There were 2 males and 4 females questioned. The age span of our interviewees was between 20-23 years old.

Interview results

A few of our interview results were expected. For example:

“Do you think it’s important to wear fashionable clothes?”


“Do you like shopping for new clothes?”

On the other hand, a few of our questions led to answers that were a little bit more insightful. For example, more than half of our interviewees had felt uncomfortable with what they wore. Also, most of our interviewees would feel embarassed with using a public display. Some even mentioned “violations of privacy” during the later part of the interview.

“Have you ever felt uncomfortable with what you wear?”

“Would you be embarassed using a public display?”

Not too surprising but still a fun-fact is that our interviewees spend most of their fashion budget on shoes.

“What piece of clothing do you spend your money on the most?”

Empathy Map

Our empathy map follows the following template:

Quotes & Defining Words (SAY)

  • easy
  • fast
  • colourful
  • “I’ve never seen something like this before”

Thoughts & Beliefs (THINK)

  • confidence
  • curiosity
  • usefulness

Actions & Behaviours (DO)

  • shop privately
  • shopping is time consuming
  • trying out different clothes

Feelings & Emotions (FEEL)

  • insecurity
  • fun trying clothes on
  • privacy concerns
  • not drawing attention from strangers
  • feeling free to chose

Design Principle

Our Application should provide interactive ways of choosing clothes and giving suggestions about appearance of the user inside the clothing store.

Task breakdown

Interviews: Simon, Oleg, Oliver, Sean, Kevin
Empathy Map: Simon, Oleg, Oliver, Sean
Storyboards: Simon, Oleg, Sean, Alex
Design Principle: Simon, Oleg, Oliver
Blog: Kevin
Presentation: Alex, Kevin


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