COM61804 | Task 2 - Empathy Mapping & Persona
20/05/2026 - 03/06/2026 (Week 5 - Week 7)
LIST OF CONTENT :
MIB
PROCESS
Week 5
This week we beginned the next part of our process which is empathy mapping and creating user personas. As our campaign direction is to focus on the essence of Loka Made which is their focus on tradition and heritage, we created user personas based on reflective daily routines and struggles relatable to different age groups.
I finished one persona and consulted with Mr Max on whether we were moving in the right direction as well as telling him our ideas for the other two personas. He said that it would work well but also gave us feedback that we should try to make the personas different from each other to avoid repeating similar traits. We ended up developing three user personas and a main persona.
Persona Report (With Empathy Map)
Empathy Map for Main Person (Aina)
%20%E2%80%94%20limited%20spending%20budget%20Patriotic,%20emotionally%20connected%20to%20Mal-2.png)
Persona and Empathy Map Slides
FEEDBACK
Week 3
Mr. Max confirmed that our research was heading in the right direction while identifying specific areas for refinement. Our discussion centered on Loka Made’s inconsistent brand identity and opportunities regarding Behind-the-Scenes reels and User-Generated Content. REFLECTION
Through this task, I learned how empathy mapping and user personas can help us understand the audience beyond basic demographic information. Developing personas around different ages, routines and struggles allowed us to explore how Loka Made’s focus on tradition and heritage could connect with people in more personal and relatable ways. The consultation also helped me realise that each persona should represent a clearly different perspective instead of repeating similar traits. Overall, this task gave our campaign a more focused direction and helped us make decisions based on the audience’s needs, behaviours and experiences rather than assumptions.