045 | Empathy Maps |
A collaborative template that design teams can populate with user information to gain deeper insights into their customers
- The empathy map canvas consists of several zones: space for identifying goals; zones of questions based on what participants being considered see, say, do, and hear; and questions oriented around what they think and feel, divided into columns of pains and gains.
- Complete the empathy map using these sequential steps:
- Beginning with the goals section, determine exactly with whom you are empathizing, and what they hope to accomplish.
- Complete the sections according to what you have observed your target users seeing, saying, doing, and hearing. It helps gain a realistic sense of the experiences of your users, to foster empathy.
- “Get inside” the heads of the users to determine what thoughts, feelings, and desires are motivating, and what fears, anxieties, or frustrations may be hindering them.
See alsoPersonas • Scenarios • Swimlanes
An empathy map visualizing the attitudes and behaviors of a specific user group concerned about weight management.
Image courtesy of Joe Pendlebury
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