EMPATHY MAP (tool)

Brief description

Visualization use to articulate what we know about a particular user, persona or stakeholder in a deeper way. You can use this analytical tool immediately after conducting discovery activities [as interviews, observation] or to gain a deeper understanding of your project stakeholders. Can be considered the initial draft of the persona profile.

Step

Define

Input

Information gather in discovery activities

Output

Understanding of users and stakeholders

Time

30 min to 1 hr

Difficulty

1/5

People

1-2 (participants)

Quick Guide

Define the user or personal profile you want to map.
Define the main purpose of your map.
Determine a set of research and discovery activities [observation, interview, contextual inquiry, discovery workshop] for the team to execute.
Fill the empathy map with the collected and researched information

Benefits

Helps you approach a situation like a beginner, curious and without previous knowledge.
Helps you identify unmet needs.
Summarizes your discovery and research findings.

Helpful Tips

Distinguish feelings from needs, you can use the lists in the Resources section.
Some quadrants may seem ambiguous or overlapping, do not focus too much on being precise. If an item fits multiple quadrants, just pick one.
Keep empathy maps ‘alive’ during the project by revising and adjusting them as you do more research and discovery activities.