Through doing multiple empathy and journey maps we have started to profile individuals who fit into our target audience and are coming to better understandings of how they might feel/react/think in situations that we have focused in on as being very stressful parts of city life. This will help us begin to think about how/where we can disrupt these routines enough to reduce their stress, not add it. Journey mapping has also helped expose things that we might not have previously thought of as being stressful. We are starting to get a better feel for who our audience is and we are also confirming that the area of stress in the city we have focused in on is actually stressful and could be altered.
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