Empathy Mapping
Key idea: Start with user needs, not organisational messaging
Empathy mapping supports a shift in content design from 'What do we want to say?' to 'What does our audience need to hear?'
Use empathy mapping to understand what matters to users before creating content, services or journeys.
What is empathy mapping?
An empathy map helps you understand your users.
By empathy, we mean developing a deep understanding of the people you are designing for – including their needs, goals, behaviours, preferences and pain points.
An empathy map focuses on what users think, feel, say and do. You can use it to represent a group of users, such as a customer segment. It is similar to a user persona, but focuses more closely on user behaviours, motivations and experiences.
An empathy map helps you design better, more accessible digital services.
How to create an empathy map
Empathy maps can look different, but they usually include the same core parts.
Use 4 sections:
- Thinking
- Feeling
- Seeing
- Doing
Focus on one user type or persona at a time. Gather insights from research and add them to each section. Use evidence from user research, analytics, feedback, support requests or observation activities to complete the map.
Avoid relying only on assumptions or internal opinions.
Look for patterns in user behaviour, motivations and barriers.
What to include in your map
Ask questions about the user and record the answers in each section of the map.
Focus on what users are experiencing, what influences their decisions, and what may help or prevent them from completing a task.
Use direct quotes and real research findings where possible.
Example of an empathy mapping wall activity
Thinking and feeling
- What is the user thinking about?
- How do they feel?
- What worries or concerns do they have?
- What are their goals?
Hearing
- What do they hear from others?
- What messages influence them?
Seeing
- What do they see in their environment?
- What do they notice when using the product?
Saying and doing
- What do they say while using the product?
- What actions do they take?
- Do their actions change in public or private settings?
Benefits
- What benefits does the user get?
- What would success look like for them?
Pain points
- What frustrates the user?
- What problems do they face?