Build a deeper understanding of your customers with empathy maps
WHAT IS A EMPATHY MAP?
The empathy map builds a deeper understanding of audiences, including their behaviours, motivations and how they interpret the world around them. It is a chance for you to imagine how others might experience a situation.
HOW TO USE IT?
The aim of the exercise is to gain a deeper level of understanding of people within a specific context, such as a buying decision or an experience using a product or service.
You can download the worksheet below.
You should be able to make a rough empathy map in about 20 minutes, provided you have a decent understanding of the person and context you want to map. Even if you don’t, the empathy-mapping exercise can help you gain insights and identify gaps that need investigating further.
Person and goal:
Using the empathy map canvas, identify your target audience and what they need to do at the top of the page.
Now, imagine that person’s experience and try to view the topic you want to explore through their senses and actions: see, hear, say & do.
Think and feel:
Try to write their thoughts as they would express them and delve into their emotions. The purpose is to truly understand and empathise with their situation.
Reflect and repeat:
Take a step back and consider how these insights could impact potential designs for a better product, service or experience.
The worksheet is included in our free PLAYBOOK, a collection of 30 of our favourite tools and techniques. Download them all now in the PLAYBOOK.