In this article, we\u2019ll outline the differences between a user persona and an empathy map and dive deeper into the why, how, and when to use each one to get the best results.<\/p>\n
Empathy map vs persona: Quick summary<\/strong><\/h2>\n\n- User personas<\/a> are fictional characters that represent archetypal users of your product or service. It answers the question: who are we designing for?<\/li>\n
- An empathy map is a powerful tool that gives you a general understanding of how your customers feel about your product. It helps to visualize the user’s perspective.<\/li>\n
- They are both user-centric<\/a> methods for understanding your user\u2019s pain points and motivations.<\/li>\n
- The key difference between the two is that personas are based on fictional users, whereas empathy maps are based on real people. Another difference is personas tell you who your customers are and empathy maps tell you what those customers\u2019 attitudes and behaviors are.<\/li>\n<\/ul>\n
Here are the steps to creating user personas for a SaaS product:<\/p>\n
\n- Use in-app customer surveys<\/a> to conduct user research and collect enough data to define your user personas. Ask questions about their job to be done<\/a>, pain points, company, and demographics.<\/li>\n
- Segment users<\/a> based on their answers and analyze the in-app behavior<\/a> of each segment to spot patterns. You need to understand how your product is helping users and identify which features they use the most to get their jobs done.<\/li>\n
- A user persona is an iterative process; continuously gather data on your existing customers via different methods and update personas.<\/li>\n<\/ul>\n
A short 3-step process for creating simple empathy maps:<\/p>\n
\n- Define your primary purpose and scope of empathy mapping by answering 2 important questions: Whom does the empathy map represent and what is the desired outcome of empathy mapping?<\/li>\n
- Run Voice of the Customer <\/a>programs and collect customer insights<\/a> including what the customer feels, says, thinks, and does.<\/li>\n
- Use specialized software to build your map and map each piece of user information to the appropriate quadrant during an empathy map workshop.<\/li>\n<\/ul>\n
What is a user persona?<\/h2>\n
A user persona is a semi-fictional character created to represent different customer types that use a company\u2019s products or services. It provides insight into user needs, challenges, and motivations.<\/p>\n
Creating user personas is part of a customer research<\/a> process. With it, design teams can answer one of the most important questions: who are we designing for?<\/p>\nHere\u2019s an example created for one of our target audiences in Userpilot: product managers.<\/p>\n
![](\"https:\/\/images.surferseo.art\/a26eefd3-7ff9-4ca0-80dc-297968242970.png\")
<\/p>\n
Check 11 User Persona Examples and Templates to Create Your Own<\/a><\/p>\nWhy is it important to create personas?<\/h2>\n
Creating personas will help you understand your users’ needs, experiences, behaviors, and goals. This in turn helps to build more successful products that will satisfy users.<\/p>\n
Also, creating user personas allows you to deliver personalized product experiences<\/a> relevant to each user group. Here is an example:<\/p>\n![](\"https:\/\/images.surferseo.art\/bb5b1605-191e-4931-bc58-96ca4f0199ed.png\")
<\/p>\n
Based on the different goals personas have with your product, you can create different onboarding flows for each. For instance, refine the onboarding checklist<\/a>:<\/p>\n![](\"https:\/\/images.surferseo.art\/ce46fd2a-41f4-4ce4-b747-f05c2f6f418a.png\")
<\/p>\n
What is an empathy map?<\/h2>\n
An empathy map is a collaborative visual that organizes a user\u2019s behaviors and feelings to create a sense of empathy between the user and your team.<\/p>\n
Empathy and empathy mapping session focuses on the user’s thoughts and emotions during a scenario.<\/p>\n
Traditional empathy maps are split into 4 quadrants (Says, Thinks, Does, and Feels), with the user or persona in the middle.<\/p>\n
![\"Empathy](\"https:\/\/images.surferseo.art\/9ab92ddb-5ada-4fe4-b10d-5ea02bcd64f2.png\")
<\/p>\n
Benefits of empathy mapping<\/h2>\n
Empathy maps are based on understanding the people you\u2019re designing for. They give you a holistic view of the customer\u2019s pain points, concerns, and other valuable user data. Thus, they highlight potential areas for improvement and innovation by focusing on user needs.<\/p>\n
You can then use this data to improve the customer experience<\/a> throughout the user journey<\/a>.<\/p>\nEmpathy mapping also helps build empathy towards users and helps design<\/a> teams shift focus from the product to the users.<\/p>\n![](\"https:\/\/images.surferseo.art\/485a78ba-efc8-4e95-a53d-a2cb26684b49.png\")
<\/p>\n
Empathy maps also conduct close-up user examinations and ask you to consider your user\u2019s real-world experiences at all stages\u2014from design research to implementation. They examine user-brand interactions and provide insight into pains and gains.<\/p>\n
An empathy map can be used at any stage of the product development lifecycle, but it\u2019s most useful at the beginning of the design process. When done well, empathy maps create a \u201cUX domino effect\u201d that affects the entire project.<\/p>\n
They\u2019re excellent for uncovering the needs and motivations of your target audience, getting insights into the user\u2019s emotional state, and getting teams on the same page.<\/p>\n
Here\u2019s when it makes sense to create an empathy map:<\/p>\n
\n- Launching a new product.<\/li>\n
- Adding new features<\/a> to a product.<\/li>\n
- Expanding into a new market.<\/li>\n
- Targeting a new demographic.<\/li>\n
- Developing a new marketing campaign.<\/li>\n
- Changing business models<\/a>.<\/li>\n<\/ul>\n
Empathy maps vs user personas: What are the differences?<\/h2>\n
Empathy maps and personas are user research synthesis outputs (although empathy maps could also be viewed as analysis outputs since they\u2019re pretty much reverse-engineered personas).<\/p>\n
Both techniques can help you understand your users better and dive deeper into their behavior.<\/p>\n
However, they differ in several ways:<\/p>\n
\n- The main difference between an empathy map and a persona is that personas are based on fictional users, whereas empathy maps are based on real people.<\/li>\n
- User personas tell you who your customers are, while empathy maps tell you what those customers\u2019 attitudes and behaviors are.<\/li>\n
- An empathy map can be easily influenced by people\u2019s feelings at a particular time. For example, a user\u2019s response when they\u2019re sad might differ from when they\u2019re happy. User personas are not subject to this influence.<\/li>\n
- Typically empathy maps are created based on a persona and focus on what that persona says\/thinks\/does\/ feels. So in a sense, an empathy map could be considered as a subset of a persona focusing on a specific area.<\/li>\n<\/ul>\n
![\"empathy](\"https:\/\/images.surferseo.art\/8cbd7561-a7c9-451c-803b-0112883e3642.png\")
<\/p>\n
How to create user personas?<\/h2>\n
Now that we understand the main differences and connecting points between a user persona and empathy maps, let’s go over the process of creating user personas:<\/p>\n
Step 1: Get as many persona details as possible<\/p>\n
Step 2: Analyze the data gathered<\/p>\n
Step 3: Use templates to build your personas<\/p>\n
Step 1: Conduct user research and collect information about your users<\/strong><\/h3>\nThe key to building compelling user personas is getting to know your real users first. There are broad range of different research methods to help you collect relevant qualitative and quantitative data that uncover user insights.<\/p>\n
For instance, you can:<\/p>\n
\n- Use in-app customer surveys<\/a> for quick data collection. You can ask short and on-point questions to understand the user\u2019s main job to be done<\/a>, goals, pain points, etc.<\/li>\n
- Conduct user interviews for detailed data collection. You can invite users for an interview by offering them a small incentive for their time.<\/li>\n
- Use behavioral analytics to uncover insights regarding product usage and in-app behavior. You can do so by analyzing autocapture<\/a> and session recording data.<\/li>\n
- Talk to the salespeople: Salespeople at your company know what the biggest pain points of customers are and what keeps them from buying. In addition, they are aware of new market trends.<\/li>\n
- Talk to CS teams or support: Since your customer success and<\/a> support teams interact with customers directly, there\u2019s a good chance they are familiar with most challenges and issues customers face.<\/li>\n
- Use passive feedback<\/a> collection methods: Letting users give you feedback at their own comfort can help you better shape up your personas with data about what\u2019s relevant to them. You can collect passive feedback either with feedback widgets that blend into UI or use other methods such as product analytics<\/a> or heatmaps.<\/li>\n<\/ul>\n
![\"How](\"https:\/\/images.surferseo.art\/1316cb2b-b296-4d2c-8671-35a625a158bf.png\")
Implement these data collection techniques with Userpilot<\/a><\/figcaption><\/figure>\nStep 2: Analyze the collected data<\/h3>\n
Once you\u2019ve gathered insights about your users, it\u2019s time to process that information to spot patterns. Your primary objective is to identify one or two specific user groups to focus on, allowing you to enhance their experience effectively.<\/p>\n
Typically, users in the same user segment<\/a> will exhibit similar characters.<\/p>\nSome insights you can uncover include:<\/p>\n
\n- What is the main goal of different personas?<\/li>\n
- Which features do they engage with the most to get their job done?<\/li>\n
- How is your product helping them achieve their goals?<\/li>\n<\/ul>\n
Step 3: Create user personas<\/h3>\n
You should now be all set to fill out your user persona template. Just keep in mind these key considerations:<\/p>\n
\n- Use your users’ goals and pain points as the main data points when deciding what design or development solution to implement.<\/li>\n
- Include information from all your departments. Your sales team, marketing team, customer success, and developers will all have their own unique insights.<\/li>\n
- Keep it simple. This isn\u2019t a biography.<\/li>\n
- Make it look good. You are going to be staring at this and sharing it around a lot.<\/li>\n
- Include psychological elements, and think about what makes them human: behaviors, attitudes, opinions, and motivations.<\/li>\n
- Use an image of the persona. This can be any stock photo; just avoid a celebrity photo or a co-worker, as this can add bias.<\/li>\n
- Try to include their favorite brands. This requires a bit more research but seeing where your users hang out can help you understand their likes and hobbies.<\/li>\n
- Keep a standard design for all your user personas to make them easily comparable.<\/li>\n<\/ul>\n
Download your free user persona template.<\/a><\/p>\nHow to create empathy maps?<\/h2>\n
Empathy maps create an intimate, emotional view of your customers.<\/p>\n
Through this visualization technique, you can see the users from their perspective and achieve a level of understanding that will help you in the design process.<\/p>\n
That said, here\u2019s how to create an empathy map:<\/p>\n
Step 1: Define the goal of your empathy map<\/p>\n
Step 2: Collect customer insights<\/p>\n
Step 3: Use a tool to build your empathy maps<\/p>\n
Define your primary purpose and scope of empathy mapping<\/strong><\/h3>\nThe empathy mapping process starts with a primary question: who are you mapping? This is the user who you want to understand and empathize with. Summarize their situation and role. If you have multiple personas, each one will need its map.<\/p>\n
Next, define the primary purpose of the empathy map. Do you want to update your user persona? Are you expanding into a new market or maybe releasing a new feature<\/a>?<\/p>\nSay you want to expand your business into a new geographic market as part of your growth strategy. Your buyer persona should reflect your ideal customer within that location. The goal here is to understand their unique perspective and desires based on their geographic location.<\/p>\n
Run Voice of the Customer programs and collect customer insights<\/strong><\/h3>\nThe Voice of the Customer<\/a> refers to the process of gathering feedback<\/a> and user sentiment on your product from your customers.<\/p>\nVoC has a granular approach as it focuses on asking specific questions and looking for specific answers from specific users. This is exactly what\u2019s needed for an empathy map. It can indicate where more user research is needed.<\/p>\n
Let\u2019s take a look at Slack\u2019s survey which is just a small part of its VoC program.<\/p>\n
Slack triggers the survey to relevant user segments and target personas and gathers user insights<\/a> on one of the empathy mapping quadrants, more specifically quadrant \u201cFeels\u201d.<\/p>\n![\"customer](\"https:\/\/images.storychief.com\/account_6827\/user-feedback-emapthy-map-vs-persona_9dafe1de19b372c538ca914d1ec5e2de_800.png\")
<\/p>\n
Some other methods to collect VoC data include:<\/p>\n
\n- In-app surveys<\/a>: Surveys are one of the most common methods for collecting VoC data. They can be conducted through various channels, including email, in-app prompts, and websites.<\/li>\n
- Interviews: One-on-one discussions can reveal detailed feedback about user pain points and desires.<\/li>\n
- Focus groups: This method encourages interaction and can generate diverse insights from multiple users at once.<\/li>\n
- User testing<\/a>: Observing users as they interact with your product provides direct feedback on usability and functionality.<\/li>\n<\/ul>\n
Use a tool to build your empathy map<\/strong><\/h3>\nMap each piece of user information to the appropriate quadrant once audience research is complete using a tool like Miro<\/a>. You can use an empathy map template from Miro.<\/p>\n![](\"https:\/\/images.surferseo.art\/630e66c8-85d0-4f74-8f9a-32a1bba73e0c.png\")
<\/p>\n
As you map the user information to the appropriate quadrant, take a step back and look for related data points. Once you have clustered these points together into four quadrants, combine them as much as you can.<\/p>\n
User persona vs empathy map: Wrapping Up<\/strong><\/h2>\nUser personas and empathy maps are great tools for synthesizing research observations and revealing deeper insights into a user\u2019s needs.<\/p>\n
Here are the steps to creating user personas for a SaaS product:<\/p>\n
- \n
- Use in-app customer surveys<\/a> to conduct user research and collect enough data to define your user personas. Ask questions about their job to be done<\/a>, pain points, company, and demographics.<\/li>\n
- Segment users<\/a> based on their answers and analyze the in-app behavior<\/a> of each segment to spot patterns. You need to understand how your product is helping users and identify which features they use the most to get their jobs done.<\/li>\n
- A user persona is an iterative process; continuously gather data on your existing customers via different methods and update personas.<\/li>\n<\/ul>\n
A short 3-step process for creating simple empathy maps:<\/p>\n
- \n
- Define your primary purpose and scope of empathy mapping by answering 2 important questions: Whom does the empathy map represent and what is the desired outcome of empathy mapping?<\/li>\n
- Run Voice of the Customer <\/a>programs and collect customer insights<\/a> including what the customer feels, says, thinks, and does.<\/li>\n
- Use specialized software to build your map and map each piece of user information to the appropriate quadrant during an empathy map workshop.<\/li>\n<\/ul>\n
What is a user persona?<\/h2>\n
A user persona is a semi-fictional character created to represent different customer types that use a company\u2019s products or services. It provides insight into user needs, challenges, and motivations.<\/p>\n
Creating user personas is part of a customer research<\/a> process. With it, design teams can answer one of the most important questions: who are we designing for?<\/p>\n
Here\u2019s an example created for one of our target audiences in Userpilot: product managers.<\/p>\n
<\/p>\nCheck 11 User Persona Examples and Templates to Create Your Own<\/a><\/p>\n
Why is it important to create personas?<\/h2>\n
Creating personas will help you understand your users’ needs, experiences, behaviors, and goals. This in turn helps to build more successful products that will satisfy users.<\/p>\n
Also, creating user personas allows you to deliver personalized product experiences<\/a> relevant to each user group. Here is an example:<\/p>\n
<\/p>\nBased on the different goals personas have with your product, you can create different onboarding flows for each. For instance, refine the onboarding checklist<\/a>:<\/p>\n
<\/p>\nWhat is an empathy map?<\/h2>\n
An empathy map is a collaborative visual that organizes a user\u2019s behaviors and feelings to create a sense of empathy between the user and your team.<\/p>\n
Empathy and empathy mapping session focuses on the user’s thoughts and emotions during a scenario.<\/p>\n
Traditional empathy maps are split into 4 quadrants (Says, Thinks, Does, and Feels), with the user or persona in the middle.<\/p>\n
<\/p>\nBenefits of empathy mapping<\/h2>\n
Empathy maps are based on understanding the people you\u2019re designing for. They give you a holistic view of the customer\u2019s pain points, concerns, and other valuable user data. Thus, they highlight potential areas for improvement and innovation by focusing on user needs.<\/p>\n
You can then use this data to improve the customer experience<\/a> throughout the user journey<\/a>.<\/p>\n
Empathy mapping also helps build empathy towards users and helps design<\/a> teams shift focus from the product to the users.<\/p>\n
<\/p>\nEmpathy maps also conduct close-up user examinations and ask you to consider your user\u2019s real-world experiences at all stages\u2014from design research to implementation. They examine user-brand interactions and provide insight into pains and gains.<\/p>\n
An empathy map can be used at any stage of the product development lifecycle, but it\u2019s most useful at the beginning of the design process. When done well, empathy maps create a \u201cUX domino effect\u201d that affects the entire project.<\/p>\n
They\u2019re excellent for uncovering the needs and motivations of your target audience, getting insights into the user\u2019s emotional state, and getting teams on the same page.<\/p>\n
Here\u2019s when it makes sense to create an empathy map:<\/p>\n
- \n
- Launching a new product.<\/li>\n
- Adding new features<\/a> to a product.<\/li>\n
- Expanding into a new market.<\/li>\n
- Targeting a new demographic.<\/li>\n
- Developing a new marketing campaign.<\/li>\n
- Changing business models<\/a>.<\/li>\n<\/ul>\n
Empathy maps vs user personas: What are the differences?<\/h2>\n
Empathy maps and personas are user research synthesis outputs (although empathy maps could also be viewed as analysis outputs since they\u2019re pretty much reverse-engineered personas).<\/p>\n
Both techniques can help you understand your users better and dive deeper into their behavior.<\/p>\n
However, they differ in several ways:<\/p>\n
- \n
- The main difference between an empathy map and a persona is that personas are based on fictional users, whereas empathy maps are based on real people.<\/li>\n
- User personas tell you who your customers are, while empathy maps tell you what those customers\u2019 attitudes and behaviors are.<\/li>\n
- An empathy map can be easily influenced by people\u2019s feelings at a particular time. For example, a user\u2019s response when they\u2019re sad might differ from when they\u2019re happy. User personas are not subject to this influence.<\/li>\n
- Typically empathy maps are created based on a persona and focus on what that persona says\/thinks\/does\/ feels. So in a sense, an empathy map could be considered as a subset of a persona focusing on a specific area.<\/li>\n<\/ul>\n<\/p>\n
How to create user personas?<\/h2>\n
Now that we understand the main differences and connecting points between a user persona and empathy maps, let’s go over the process of creating user personas:<\/p>\n
Step 1: Get as many persona details as possible<\/p>\n
Step 2: Analyze the data gathered<\/p>\n
Step 3: Use templates to build your personas<\/p>\n
Step 1: Conduct user research and collect information about your users<\/strong><\/h3>\n
The key to building compelling user personas is getting to know your real users first. There are broad range of different research methods to help you collect relevant qualitative and quantitative data that uncover user insights.<\/p>\n
For instance, you can:<\/p>\n
- \n
- Use in-app customer surveys<\/a> for quick data collection. You can ask short and on-point questions to understand the user\u2019s main job to be done<\/a>, goals, pain points, etc.<\/li>\n
- Conduct user interviews for detailed data collection. You can invite users for an interview by offering them a small incentive for their time.<\/li>\n
- Use behavioral analytics to uncover insights regarding product usage and in-app behavior. You can do so by analyzing autocapture<\/a> and session recording data.<\/li>\n
- Talk to the salespeople: Salespeople at your company know what the biggest pain points of customers are and what keeps them from buying. In addition, they are aware of new market trends.<\/li>\n
- Talk to CS teams or support: Since your customer success and<\/a> support teams interact with customers directly, there\u2019s a good chance they are familiar with most challenges and issues customers face.<\/li>\n
- Use passive feedback<\/a> collection methods: Letting users give you feedback at their own comfort can help you better shape up your personas with data about what\u2019s relevant to them. You can collect passive feedback either with feedback widgets that blend into UI or use other methods such as product analytics<\/a> or heatmaps.<\/li>\n<\/ul>\n
Implement these data collection techniques with Userpilot<\/a><\/figcaption><\/figure>\n Step 2: Analyze the collected data<\/h3>\n
Once you\u2019ve gathered insights about your users, it\u2019s time to process that information to spot patterns. Your primary objective is to identify one or two specific user groups to focus on, allowing you to enhance their experience effectively.<\/p>\n
Typically, users in the same user segment<\/a> will exhibit similar characters.<\/p>\n
Some insights you can uncover include:<\/p>\n
- \n
- What is the main goal of different personas?<\/li>\n
- Which features do they engage with the most to get their job done?<\/li>\n
- How is your product helping them achieve their goals?<\/li>\n<\/ul>\n
Step 3: Create user personas<\/h3>\n
You should now be all set to fill out your user persona template. Just keep in mind these key considerations:<\/p>\n
- \n
- Use your users’ goals and pain points as the main data points when deciding what design or development solution to implement.<\/li>\n
- Include information from all your departments. Your sales team, marketing team, customer success, and developers will all have their own unique insights.<\/li>\n
- Keep it simple. This isn\u2019t a biography.<\/li>\n
- Make it look good. You are going to be staring at this and sharing it around a lot.<\/li>\n
- Include psychological elements, and think about what makes them human: behaviors, attitudes, opinions, and motivations.<\/li>\n
- Use an image of the persona. This can be any stock photo; just avoid a celebrity photo or a co-worker, as this can add bias.<\/li>\n
- Try to include their favorite brands. This requires a bit more research but seeing where your users hang out can help you understand their likes and hobbies.<\/li>\n
- Keep a standard design for all your user personas to make them easily comparable.<\/li>\n<\/ul>\n
Download your free user persona template.<\/a><\/p>\n
How to create empathy maps?<\/h2>\n
Empathy maps create an intimate, emotional view of your customers.<\/p>\n
Through this visualization technique, you can see the users from their perspective and achieve a level of understanding that will help you in the design process.<\/p>\n
That said, here\u2019s how to create an empathy map:<\/p>\n
Step 1: Define the goal of your empathy map<\/p>\n
Step 2: Collect customer insights<\/p>\n
Step 3: Use a tool to build your empathy maps<\/p>\n
Define your primary purpose and scope of empathy mapping<\/strong><\/h3>\n
The empathy mapping process starts with a primary question: who are you mapping? This is the user who you want to understand and empathize with. Summarize their situation and role. If you have multiple personas, each one will need its map.<\/p>\n
Next, define the primary purpose of the empathy map. Do you want to update your user persona? Are you expanding into a new market or maybe releasing a new feature<\/a>?<\/p>\n
Say you want to expand your business into a new geographic market as part of your growth strategy. Your buyer persona should reflect your ideal customer within that location. The goal here is to understand their unique perspective and desires based on their geographic location.<\/p>\n
Run Voice of the Customer programs and collect customer insights<\/strong><\/h3>\n
The Voice of the Customer<\/a> refers to the process of gathering feedback<\/a> and user sentiment on your product from your customers.<\/p>\n
VoC has a granular approach as it focuses on asking specific questions and looking for specific answers from specific users. This is exactly what\u2019s needed for an empathy map. It can indicate where more user research is needed.<\/p>\n
Let\u2019s take a look at Slack\u2019s survey which is just a small part of its VoC program.<\/p>\n
Slack triggers the survey to relevant user segments and target personas and gathers user insights<\/a> on one of the empathy mapping quadrants, more specifically quadrant \u201cFeels\u201d.<\/p>\n
<\/p>\nSome other methods to collect VoC data include:<\/p>\n
- \n
- In-app surveys<\/a>: Surveys are one of the most common methods for collecting VoC data. They can be conducted through various channels, including email, in-app prompts, and websites.<\/li>\n
- Interviews: One-on-one discussions can reveal detailed feedback about user pain points and desires.<\/li>\n
- Focus groups: This method encourages interaction and can generate diverse insights from multiple users at once.<\/li>\n
- User testing<\/a>: Observing users as they interact with your product provides direct feedback on usability and functionality.<\/li>\n<\/ul>\n
Use a tool to build your empathy map<\/strong><\/h3>\n
Map each piece of user information to the appropriate quadrant once audience research is complete using a tool like Miro<\/a>. You can use an empathy map template from Miro.<\/p>\n
<\/p>\nAs you map the user information to the appropriate quadrant, take a step back and look for related data points. Once you have clustered these points together into four quadrants, combine them as much as you can.<\/p>\n
User persona vs empathy map: Wrapping Up<\/strong><\/h2>\n
User personas and empathy maps are great tools for synthesizing research observations and revealing deeper insights into a user\u2019s needs.<\/p>\n
- In-app surveys<\/a>: Surveys are one of the most common methods for collecting VoC data. They can be conducted through various channels, including email, in-app prompts, and websites.<\/li>\n
- Use in-app customer surveys<\/a> for quick data collection. You can ask short and on-point questions to understand the user\u2019s main job to be done<\/a>, goals, pain points, etc.<\/li>\n
- Use specialized software to build your map and map each piece of user information to the appropriate quadrant during an empathy map workshop.<\/li>\n<\/ul>\n
- Segment users<\/a> based on their answers and analyze the in-app behavior<\/a> of each segment to spot patterns. You need to understand how your product is helping users and identify which features they use the most to get their jobs done.<\/li>\n