Empathy Map
WHAT | WHY | HOW
WHAT IT IS: An empathy map is a collaborative tool for teams to use to gain a deeper insight into their users/customers. It guides the design researcher to ask questions and make assumptions about their target population (user/customer) in terms of four key quadrants:
(1) What is he seeing? (2) What is she hearing?
(3) What is he thinking and feeling? and, (4) What is she saying and doing?
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WHY USE IT: The map ultimately seeks to surface potential user-focused needs and wants, or pains and gains.
An empathy map can represent a group of users, such as a customer segment and inform persona development.
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HOW TO USE IT: Draw the empathy map on the whiteboard.
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In teams, discuss a few target users or segments you seek to better understand (e.g. mother, doctor, student, etc.)
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Select one target user to begin. Sketch them at the centre of the page or board - stick figures work well.
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Individually, grab post-its and markers and begin generating assumptions about the intended user.
Generate at least 3 assumptions for each section.
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In teams, discuss and post your assumptions on the board.
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Cluster into shared themes.
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Question your assumptions and begin generating research questions and potential methods for your project.
