Empathy mapping

An empathy map is a tool used to gain deeper insight into customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment. It can help you deliver a better user experience for your product/service.  

How to empathy map 

Empathy maps vary in shape and size, but there are basic elements common to each one:
Four quadrants named 'thinking', 'seeing', 'doing' and 'feeling'. Consider one user type or persona. Find out the following from the user and add the answers to the corresponding area of the map: 

  • What would the user be thinking and feeling?  
  • What are some of their worries and aspirations? 
  • What would the user hear when using the product? 
  • What would the user see while using our product in their environment? 
  • What might the user be saying and/or doing while using our product? How would that change in a public or private setting? 
  • What are some of the user’s pain points or fears when using our product? 
  • What gains might the user experience when using our product? 

Example of an empathy mapping wall activity 


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