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Empathy
Empathy means seeing through the user’s eyes, understanding their frustrations, preferences, and behaviours.
Journey Mapping
Journey mapping is a visual representation of the steps a user takes to complete a task or interact with a product, showing their actions, emotions, and pain points along the way.
Persona
A persona is a fictional but realistic profile of the target user, based on real data and insights gathered from user research. It represents their goals, needs, behaviours, and limitations to help guide design decisions.
User-Centred Design (UCD)
User-Centred Design (UCD) is an approach that focuses on understanding the needs, wants, and limitations of the end-user at every stage of the design process, ensuring the final product is functional, accessible, and meaningful.