Empathy maps visualize users' emotions and feelings related to a particular service or experience. Empathy maps help to synthesize your research into a consolidated format of what a user thinks, feels, says and does during a specific service. Understanding the emotional aspects of your users can better inform their needs in relation to your service. Empathy maps can also be used to develop personas.
- Print out the Empathy Map template or make a quadrant on a whiteboard
- Label the quadrants with the following titles: Say; Do; Think; Feel.
- SAY: What are some quotes and defining words your user said?
- DO: What actions and behaviours did you notice?
- THINK: What might your user be thinking? What does this tell you about his or her beliefs?
- FEEL: What emotions might your subject be feeling?
- You can also create sections for “Pains” and “Gains” at the bottom of the quadrant.
- Populate the quadrants with the matching research data using all your research
- Identify user needs or insights based on the mapped emotions
- You can adjust the map to fit your particular research needs. For example, you can include “Hear” as an element to map if you’re designing a service in a physical space.
- Separate empathy maps should be created for each user segment or persona