Empathy Map: Comprehensive and Empathetic View of user's Perspectives.

I was able to identify behavioral patterns that suggest different types of users. Below, I will present the main profiles of responsible individuals.

Primary personas

Leila Delfino represents a fictional user who personifies the characteristics, behaviors, and needs of the most common group of caregivers.

Michele is the other group of personalities representing a mother where the parents at her child's school do not organize to promote the exchange of used books.

Secondary persona

Joana represents the secondary persona who is not interested in acquiring used books but would like to donate her son's old books.

Excerpts from the interviewees' statements that led to each persona characteristic grouped by affinities:

What they feel upon receiving the school supply list "I feel cheated by the amount of supplies and the very high cost, especially at the beginning of the year when it comes along with bills like property tax, vehicle tax, etc." "When I receive the supply list, I feel a huge anxiety because I see that the books are underutilized and the school doesn't cover all the content in the book with the students." "I feel there’s a contradiction in the school teaching kids about recycling materials and ecology but not valuing the reuse of textbooks."

Difficulties in exchanging and selling used books "In the WhatsApp group for my daughter's school, I had to stay glued to my phone for 3 days to get the books and uniforms. The process is quite stressful." "It was exhausting to have to pick up the books from the person's house since she lived very far away. One person who bought my books even asked for an Uber Flash to pick them up." "It was frustrating when I bought used books. It took a lot of work. Some had the answers filled in, and I had to buy new books."

"Out of the 10 books I received, I could only use 3. The others were old editions." "I would like to buy used school books, but I think it takes too much work to search for, negotiate, and pick them up. There could be something more practical."

Pain of getting rid of used books "When I can't sell or donate them, I have to throw them away. I feel very sorry for having to do that." "At the end of the school year, I keep the books in the closet in hopes of finding someone to donate them to or for my kids' future reference."