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Empathy Maps

An empathy map is a collaborative tool teams can use to gain a deeper insight into their customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment. It sums up our learning from engagements with people in the field of design research. An Empathy Map consists of four quadrants. The four quadrants reflect four key traits, which the user demonstrated/possessed during the observation/research stage. The four quadrants refer to what the user: SaidDidThought, and Felt. It’s fairly easy to determine what the user said and did. However, determining what they thought and felt should be based on careful observations and analysis as to how they behaved and responded to certain activities, suggestions, conversations, etc. Doing this virtually, video conferencing should be considered.

There are three steps to get to the end results:

  • Fill out the Empathy Map – Use the Template and setup a virtual working session with your focused audience.
  • Synthesize of NEEDS - This will help you to define your design challenge.
  • Synthesize of Insights - An “Insight” is your remarkable realization that can help you to solve the current design challenge you’re facing.

Empathy Map