Empathy Map
What is an Empathy Map?
An Empathy Map is a collaborative visualization tool used in user research to gain a deeper understanding of a user's thoughts, feelings, and behaviors. It helps teams synthesize user insights and create a shared understanding of the user's perspective.
Synonyms: User Empathy Diagram, Customer Empathy Canvas, User Insight Map, Emotional Journey Map
How to Create an Empathy Map
An Empathy Map is typically divided into four quadrants: Says, Thinks, Does, and Feels. To create one, gather your team and follow these steps:
- Define your user or persona
- Fill in the "Says" quadrant with direct quotes from user research
- Add observations about what the user does in the "Does" quadrant
- Interpret the user's thoughts in the "Thinks" section
- Infer the user's emotions in the "Feels" quadrant
Benefits of Using Empathy Maps in User Research
Empathy Maps offer several advantages in the user research process:
- Foster empathy: They help team members step into the user's shoes
- Identify pain points: Reveal user frustrations and challenges
- Guide decision-making: Inform product design and development choices
- Improve communication: Create a shared understanding of user needs
- Enhance user personas: Add depth and context to user profiles
Frequently Asked Questions
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What's the difference between an Empathy Map and a User Persona?: An Empathy Map focuses on a user's thoughts, feelings, and behaviors in a specific context, while a User Persona is a fictional representation of a user type that includes demographic information and general characteristics.
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How often should I update an Empathy Map?: It's best to update your Empathy Map regularly, especially after conducting new user research or when there are significant changes in your product or market.
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Can Empathy Maps be used for B2B products?: Yes, Empathy Maps can be valuable for B2B products. In this case, you might create maps for different stakeholders within an organization who influence the purchasing decision.
