Participatory Methods
Empathy Map
Empathy Maps synthesize user research findings into a visual framework that captures what users say, think, feel, and do. By organizing insights into these four quadrants along with user pains and gains, teams develop shared understanding and empathy for user needs. This collaborative tool transforms abstract research data into actionable user insights that inform design decisions.
Goal
Visualization & Communication
Group
Qualitative Research
Users
Direct User Involvement
Overview
An Empathy Map is a collaborative tool used to gain deeper insights into a target audience's needs, feelings, thoughts, and pain points. It's divided into sections representing what the user says, thinks, does, and feels. By focusing on empathy, it helps teams align on user understanding and fosters user-centered thinking. Empathy Maps are essential in design thinking, user experience design, and product development, where they guide persona development, problem-solving, and design ideation.
Step-by-Step Procedure
8 steps to complete
1
Assemble Your Team
Gather a diverse group of stakeholders, including designers, product managers, marketers, and any other individuals involved in creating or understanding the user experience. The team's goal should be to gain a deeper understanding of the users' thoughts, feelings, and actions.
2
Define Your User Persona
Identify the main target user or users for which the empathy map will be created. Create a persona for each, detailing their needs, experiences, and backgrounds. This will help put the team in the users' shoes more effectively.
3
Identify Key Questions
Based on the user personas, develop a set of open-ended questions to guide the empathy mapping process. These questions should be aimed at understanding the users' emotions, thoughts, and actions, as well as their motivations, pain points, and goals.
4
Create the Empathy Map Canvas
Divide a large sheet of paper or a whiteboard into four quadrants, labeled 'Think & Feel', 'Hear', 'See', and 'Say & Do'. This will serve as the canvas for the team to brainstorm and organize insights about the user personas.
5
Brainstorm and Populate the Quadrants
As a team, brainstorm responses to the key questions and record them on sticky notes or directly onto the empathy map canvas. Place the responses in the appropriate quadrants: 'Think & Feel' for thoughts and emotions, 'Hear' for what the user hears from others, 'See' for what the user sees in their environment, and 'Say & Do' for the user's words and actions.
6
Identify Patterns and Insights
Review the populated quadrants and look for patterns, themes, or outstanding insights. Discuss these observations as a team, focusing on how they relate to the user personas and the overall user experience.
7
Refine and Prioritize
After identifying patterns and insights, work together to refine the information and prioritize key takeaways. This will help the team better understand the most important aspects of the users' experiences.
8
Implement Learnings
Use the insights gained from the empathy map to inform UX decisions and improve the overall user experience. Consider incorporating empathy mapping into regular team meetings or as a continuous practice to maintain a deep understanding of user perspectives.
Method Complete
Real-World Examples
See how this method is applied in practice
First-Time Homebuyer Empathy Map
A real estate platform team created empathy maps after interviewing 12 first-time homebuyers. In the 'Says' quadrant, users expressed 'I don't understand all the terminology' and 'I'm worried about hidden costs.' The 'Thinks' quadrant captured internal doubts like 'Am I making the right decision?' and 'Is this neighborhood really safe?' Under 'Feels,' the team documented anxiety, excitement, and overwhelm. 'Does' included behaviors like obsessively checking listing updates and asking friends for advice. Pains were 'Information overload from too many sources' and 'Pressure from family.' Gains were 'Feeling confident in my investment' and 'Finding a place that feels like home.' This map led to a simplified interface with clear terminology and a decision-making checklist.
Senior Citizen Healthcare App User
Following research with 15 seniors using a medication management app, the design team created an empathy map. 'Says' included 'I can't read small text' and 'I don't want to bother my kids for help.' 'Thinks' captured 'Technology moves too fast for me' and 'I need to take my medicine correctly.' 'Feels' revealed pride in independence but also frustration and fear of making mistakes. 'Does' showed behaviors like writing reminders on paper despite having the app, and calling the pharmacy to confirm information. This empathy map drove design changes including larger fonts, voice assistance, and simplified navigation with fewer options.
Deliverables
What you'll produce from this method
Empathy Map Canvas
A visual representation of the target user's thoughts, feelings, behaviors, and values. The canvas is divided into sections such as 'Think & Feel', 'Hear', 'See', 'Say & Do', and 'Pains & Gains' to facilitate understanding and uncover insights about the user's experiences.
User Persona
A detailed description of a fictional character that represents a specific group of users. The persona includes demographic information, goals, motivators, frustrations, and other relevant factors that help humanize the target user and foster empathy.
User Journey Map
A visualization of the user's experience across different touchpoints and stages of interaction with a product/service. It highlights the emotions, needs, actions, and pain points throughout the user's journey from awareness to advocacy.
Insights and Opportunities
A summarized list of key findings and areas for improvement or innovation that emerge from the empathy mapping process. These are based on the patterns and themes identified in the user's thoughts, feelings, and behaviors.
Empathy Map Report
A comprehensive document that details the empathy mapping process, user research findings, insights, and recommendations for improving the user experience. The report communicates the value of empathy mapping as a design tool to stakeholders and team members.
User Scenarios and Use Cases
A collection of narrative descriptions, user flows, and sketches that illustrate how the user would interact with the product/service in specific situations. Scenarios and use cases help contextualize the user's needs, pain points, and motivations within real-world settings.
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