Empathy and Emotional Customer Journey Map Methods : for Designing Creative Learning Space

Abstract

Abstract

This research article is a result of the workshop project “Co-Creation Workshop for Creative Learning Space”, which aims: (1) to analyze learners’ learning behavior in the learning space of Silpakorn University, Wang Tha Phra campus; (2) to evaluate the situation of the learning process of design arts students; (3) to understand the process of support and relationships between service providers and users in the learning space at Silpakorn University, Wang Tha Phra campus; and (4) to suggest guidelines in order to design learning space service that suits the learning process of design arts students. The sample group for this research is a group of students, who are the core stakeholders, which consists of 29 volunteers of the current students and the main library’s officers. The data used in the research was collected from the participatory workshop under the title “Co-Creation Workshop for Creative Learning Space” in order to study creative learning space regarding design arts in the context of Silpakorn University, Wang Tha Phra campus, which is research mixed between action research and qualitative research. This article will present the research in the procedure of exploration and data collection.

               The data will be collected in depth, especially in the field of ethnographic research, which will be able to indicate “user insights” of the studied group. In addition, the data during this period will be useful data that leads to finding new choices for the most appropriate learning space design. The research applied the concept and theory of “Service Design”, which is the combination of participatory design and user-centered design. There are two sets of research tools, including the empathy map and emotional customer journey map.

            The result of this research presented learning characteristics of the learners, which can be divided into two groups; the first group, whose objective was to learn, which is aimed at getting information from useful research, needing a well-managed arrangement of space; and the second group, who aimed to get fresh ideas and inspiration from learning. Both of these two groups need a space to relax from learning as well.