Empathy map is a visual tool to deeply understand who your users are. What they think, feel, see and do. This guide introduces you to how to create and use effective empathy maps.
What is an Empathy Map
Definition
Visualization of what we know about a user type.
Purpose
Build empathy in the team. User-centered decisions.
Quadrants
What you say, think, do and feel.
Map Quadrants
Say
Direct quotes from the user. What you talk about in interviews.
Think
What you may be thinking but not saying.
Do
Actions, observable behaviors.
Feel
Emotions. Fears, frustrations, joys.
Additional Elements
Pains
Problems, frustrations, obstacles.
Gains
What you want to achieve. Wants, needs met.
Objectives
What are you trying to do?
Influences
What influences decisions.
When to Use
###Discovery
At the beginning of the project.
Alignment
When a team needs a shared vision.
Communication
To explain who the user is.
Decisions
To validate whether the decision suits the user.
Creating the Map
Search First
Base on real data, not guesswork.
Define the Persona
A specific person, not a generic segment.
Context
Map is about user in specific context.
Collaborative
The whole team participating.
Data Sources
Interviews
Deep conversations reveal says and thinks.
Note
Seeing users in context reveals what they do.
Surveys
Scaled sentiment data.
Analytics
Actual behavior in the product.
Support
What they complain and ask about.
Empathy Map Workshop
Materials
Post-its, whiteboard or digital tool.
Participants
Multifunctional team. 4-8 people.
Duration
1-2 hours.
Facilitation
Guide discussion, avoid baseless assumptions.
Empathy vs Persona Map
Persona
Complete fictitious representation.
Empathy Map
Focus on understanding internally.
Complementary
Map can inform or accompany persona.
Common Errors
Based on Assumption
Without research, it's fiction.
Very Generic
Try to represent all users.
Forgotten
Create and not use for decisions.
Static
Not updating with new learning.
Using in Practice
Ideation
Generate solutions for identified pain points.
Validation
Design meets what the user feels and thinks?
Prioritization
Focus on more painful problems.
Communication
Share who is a user with new members.
Variations
Individual Map
About a specific person interviewed.
Aggregated Map
Multi-user synthesis.
As-Is / To-Be Map
Current vs desired state.
Tools
Analog
Post-it notes on a whiteboard.
Miro/Figjam
Collaborative digital templates.
Notion
Structured documentation.
Templates
Gamestorming, XPLANE offer formats.
Integration with Other Tools
Journey Maps
Empathy map informs emotions on the journey.
Jobs to Be Done
Goals fuel “gains.”
Value Proposition Canvas
Pains and gains are a central part.
Maintenance
Update
When new information emerges.
Validation
Confirm periodically with research.
Versioning
Keep history.
Conclusion
Empathy map is a simple and powerful tool for focusing decisions on the user. Base on research, create collaboratively and use actively. The result is products that truly solve real people’s problems.
##FAQs
1) Do I need research to create an empathy map? Ideally yes. Assumption-based maps are of limited value.
2) Is one map suitable for all users? No. Create specific maps by persona/segment.
3) How long does it take to create? 1-2 hours workshop with data ready.
4) Who should participate in creation? Multifunctional team. Product, design, eng, marketing.
5) How to validate if the map is correct? Compare with more research. Show it to real users.
Also read
- User-Centered Design: Complete Guide to UCD
- Application User Journey: Complete Mapping
- Usability Testing: How to Validate User Experience
- Digital Information Architecture: How to Organize Content for Users
- User-Centered Design: How to Choose in Everyday Life
- User-Centered Design: How to Choose to Scale