In 2023, I didn’t build an empathy map — mostly because I didn’t know they existed. But now, as I prepare to redesign a configurator, I want to reanalyze that same data through a more UX-oriented lens.

Although I didn’t run in-person interviews, I did collect dozens of open-ended responses during the campaign — right at key moments in the user experience. While they weren’t deep conversations, they surfaced clear emotional and behavioral signals worth mapping.

What users sees

• A polished, premium-looking website with a simple configurator.
• Beautiful images, but little concrete data (e.g., price, terms).
• “Book an appointment” CTA showing up before they feel ready.

Active Seekers empathy map (39% of respondents)

Users actively looking for a home to move into soon. They want clarity - fast.

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Says

• “Not sure if they have what I need.”
• “I need more information.”
• “Where are the floorplans?”
• “I don’t want to waste time on a call for this.” </aside>

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Does

• Leaves the configurator midway.
• Returns without taking action.
• Shares link for second opinions.
• Hesitates at the CTA step. </aside>

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Thinks

• “Am I about to make a mistake?”
• “I can’t compare anything.”
• “This looks really nice… but what’s missing?”
• “Maybe I should just wait.” </aside>

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Feels

• Uncertain
• Frustrated
• Rushed
• Cautiously optimistic </aside>

Active Seekers - Summary Insight

• Active Seekers need reassurance fast.
• They’re ready to act — but lack of clear, comparable, and trustworthy info slows them down.
• They don’t want to be sold to; they want to be informed first.

Future Planners empathy map (49% of respondents)

These users are exploring options for a potential move, but not immediately. They're thoughtful, cautious, and in information-gathering mode.