Digital & Social Media Communication | Task 2: Empathy Mapping & Persona

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13/5/26 - 3/6/26 (Week 4 - Week 7)

Kimberly Miaw Jya Nee | 0366836

Bachelor of Design (Honours) in Creative Media | Taylor's University


Digital & Social Media Communication

Task 2: Empathy Mapping & Persona (30%)

Table of Contents

Instructions


Task

Deadline: Week 6

For Task 2, we are required to develop a User Persona and Empathy Map Report, building on Task 1 findings to move from brand analysis into audience understanding, exploring who the brand communicates with, their needs, behaviours, and how the brand can reach them more effectively.

The task requires us to:
  • Develop at least 3 realistic user personas representing different target users, grounded in Task 1 findings (not generic)
  • Select one main persona and build a detailed Empathy Map for that user
  • Propose social media communication recommendations based on the findings

We have came up with 3 user personas:
  • Haziq Danial – 20, UiTM student, budget-conscious streetwear fan
  • Jason Chew – 28, UX designer, design-literate and research-driven buyer
  • Fariz Azman – 35, marketing director, long-time supporter seeking loyalty recognition

Each persona covers their goals, pain points, motivations, buying behaviour, social media habits, and communication needs. The key insight across all three is that PMC's premium rebrand needs stronger storytelling and proof so users understand why the higher price is justified, while still feeling connected to the brand's local roots.
Fig. 1. User Persona Report (PDF)

After showing Mr Max our User Personas, we selected Jason Chew as the main persona for the empathy map, since he's the most balanced choice, he has spending power, design sensitivity, brand familiarity, and clear content needs that align with PMC's premium rebrand direction.

Fig. 2. Empathy Map Report (PDF)

Feedback

Week 5 (20/5/26)
General Feedback:
Task 2 briefing and we have to come up with 3 user persona drafts by the end of class to show Mr Max.

Specific Feedback:
User persona still needs refinements, avoid making them too similar to each other.

Week 6 (27/5/26)
General Feedback:
We refined User Personas, and moved on to empathy map once User Persona Report was approved.

Specific Feedback:
[Online Consultation]
Feedbacks from Mr Max:
  • Overall report has improved, with clearer and more differentiated user personas.
  • Jason (UP2) was recommended as the main empathy map persona as he best aligns with PMC's premium rebranding and content direction.
  • Haziq (UP1) is suitable for youth engagement but should not make PMC appear overly affordable or trend-driven.
  • Fariz (UP3) offers valuable insights into brand loyalty but is more suited for loyalty/CRM campaigns than social media campaigns.
  • Strengthen the main insight by focusing on communicating the value behind PMC's premium rebrand through storytelling, craftsmanship, and cultural identity, rather than simply producing more content.
  • The empathy map should explore users' perceptions of premium pricing, design quality, craftsmanship, and Malaysian creative culture.
  • Suggested campaign directions include Behind the Drop, Crafted for the Culture, and The Story Behind the Streetwear, featuring behind-the-scenes content, material showcases, founder interviews, and collaboration stories.
Week 7 (3/6/26)
General Feedback:
[Submission Week] Finished up Empathy Map Report for submission

Specific Feedback:
N/A

Quick Links


Thank You

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