Empathy Map

The empathy map is a tool that helps you visualize and share what you understand about your customers.

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Empathy Map

What is it for?

The empathy map is a tool that helps you visualize and share what you understand about your customers. It also helps you see areas where you still need gain more knowledge about your customers.

When to use it:

Use it to capture the behaviors and emotions of your customers as they engage with your offering as well as to gain a deep understanding of your users as you develop an offering for them. You can also use this tool when you want to go more in-depth with the user persona map.

Who can use it:

Customer experience teams, product teams, strategy and innovation teams and anyone who wants to understand their customers.

How to use it:

Download the empathy map. Place it where members of the team can view clearly.

Determine if you’re capturing specific users (individuals) or personas (groups) on your map. Whichever the case, you can use as many empathy maps to capture the number of users and personas you have.

You should have done qualitative research i.e. interviews, show and tells, field interviews etc. to collect the data you’ll be using to fill in the map. Usually a UX researcher, Design Thinking Expert or an agency that does Design Research can help with this.

From your data, write, preferably on post-it notes, and fill out the categories on the map, as each person writes on an individual post-it, he/she should read out loud what he’s writing so other members of the team are following along.

When you’re finished, take the data gathered on the map to inform your solution whether a product or a service.

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