Strategy

Empathy Mapping

An empathy map helps teams deeply understand their users. It's a visual tool for capturing user needs, thoughts, and feelings. The map is divided into sections: Says, Thinks, Does, Feels, Hears, Sees, Pains, and Gains. Use it to align on a shared user understanding and inform decisions.

Duration
1 hour
Group Size
4-6
Category
Strategy
Difficulty
Easy
The goals of this exercise are to:

  • Build empathy with users and stakeholders.

  • Capture user behaviors, attitudes, and emotions.

  • Identify unmet user needs and pain points.

  • Create shared understanding across teams.

  • Guide product and service decisions.

  • Synthesize observational research.

  • Challenge assumptions about users.

You'll finish with:

  • A completed empathy map.

  • A deeper understanding of the user perspective.

  • A solid foundation for empathy-driven decisions.


  • Base the map on actual research, not just assumptions. It's easy to let personal bias creep in.

  • Prioritize direct quotes when possible. They add weight to the insights.

  • Focus on one user segment per map. Combining segments muddies the waters.

  • Look for disconnects between what users say and do. These are often key areas for exploration.

  • Consider environmental and social influences on the user.

  • Update the maps as you learn more. They're living documents.

  • Display maps prominently for team reference. This reinforces user-centric thinking.

  • Use different colors for different data sources to easily distinguish them.


  1. SETUP (5 minutes):


  • Choose a specific user or persona to focus on.

  • Create an empathy map with the user in the center and four quadrants: Says, Thinks, Does, Feels.

  • Brief the team on the user context and any background information.


  1. QUADRANT FILLING (25 minutes):


  • SAYS (5 minutes): What does the user say? Use direct quotes, expressed opinions, and stated needs.

  • THINKS (5 minutes): What might they think? Capture internal thoughts, concerns, beliefs, and assumptions.

  • DOES (5 minutes): What do they do? Note actions, behaviors, steps they take, and tools they use.

  • FEELS (10 minutes): What do they feel? Identify emotions, frustrations, satisfactions, fears, and motivations.

  • Work as a full group or divide into pairs for each quadrant, then share findings.


  1. SYNTHESIS & INSIGHTS (10 minutes):


  • Review the completed map as a team.

  • Identify patterns and contradictions between quadrants.

  • Circle the most important or surprising insights.

  • Note areas where the team has limited knowledge.


  1. NEXT STEPS (5 minutes):


  • Summarize key learnings about the user.

  • Identify gaps that need more research.

  • Discuss how insights will influence project decisions.

Unlock Step-by-Step Instructions

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

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  • Empathy map template

  • Sticky notes in various colors

  • Markers and pens

  • User research data

  • Interview transcripts or notes

  • Observation findings

  • Photos from field research

Unlock Materials Required

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