Empathy Map: Understand What It Is
An Empathy Map is a visual tool used to gain a deeper understanding of customers or users by capturing their thoughts, feelings, behaviors, and needs. It helps businesses and organizations develop empathy and create products or services that truly resonate with their target audience. The Empathy Map is typically divided into four quadrants, representing different aspects of the user's experience:
Empathy Map: Understand What It Is
Empathy Map: Understand What It Is
An Empathy Map is a visual tool used to gain a deeper understanding of customers or users by capturing their thoughts, feelings, behaviors, and needs. It helps businesses and organizations develop empathy and create products or services that truly resonate with their target audience. The Empathy Map is typically divided into four quadrants, representing different aspects of the user's experience:
1. Says: This quadrant captures the explicit statements or quotes from the user. It includes what they say verbally or express in written form regarding their experiences, challenges, desires, or preferences.
2. Thinks: In this quadrant, you capture the thoughts, beliefs, or assumptions of the user. It involves understanding what goes on in their mind, their motivations, concerns, aspirations, or doubts.
3. Does: This quadrant focuses on the observable behaviors of the user. It includes actions, gestures, and physical behaviors that the user exhibits in relation to the product or service. This can provide insights into their habits, routines, or actions in different contexts.
4. Feels: This quadrant delves into the emotional aspects of the user's experience. It involves understanding the user's emotions, desires, frustrations, fears, or aspirations. By understanding their emotional state, businesses can better design experiences that address those feelings.
To create an Empathy Map, you can follow these steps:
1. Select a specific user or customer segment you want to understand better.:
2. Draw a large square and divide it into four quadrants, labeling them as "Says," "Thinks," "Does," and "Feels.":
3. Gather insights and information about your target user. This can be done through user interviews, observations, surveys, or customer feedback.:
4. Populate each quadrant with relevant information based on your research. Write down quotes, thoughts, actions, or emotions that represent the user's perspective. Use sticky notes or short phrases to capture the key points.:
5. Analyze the Empathy Map as a whole to identify patterns, themes, or gaps in your understanding of the user. This can help you identify opportunities for improvement or areas where your product or service can better meet their needs.:
The Empathy Map serves as a tool to develop empathy and gain a deeper understanding of users' experiences, allowing businesses to design products, services, or marketing campaigns that resonate with their target audience. It can be used in various stages of product development, from ideation to refinement, to ensure a user-centered approach.