S.02 // EMPATHY MAP

//WHAT?

The Empathy Map helps you to understand, categorize, and synthesize user observations and needs. It serves as a framework and template, which helps you to put yourself in another person’s position by answering questions and visualize the results.

//WHY?

The empathy map helps you empathize with the persona’s feelings and synthesize observations on an emotional level.

//ROLES

  • Moderator or coach is recommended to keep the session efficient

  • No specific team roles necessary. Everybody has the same tasks and responsibilities.

//TOOLS / INFRASTRUCTURE

  • Empathy Map template

  • Pen and Post-its

PROCESS

1. Preparation

Print out the template. Or: Draw a person’s head in the middle of a whiteboard. Then divide the board into four sections, radiating out from the person in the middle:

  • Think & feel: What do the people or a specific stakeholder group you have observed think about the issue? What moves and motivates them? What do they worry about?

  • Say & do: What statements were relevant? What behaviour and what actions did you observe?

  • Hear: Who does your target group listen to and what information sources are relevant for them?

  • See: What do they see in their (day-to-day) reality? How does the environment around them look like?

2. Fill the Empathy Map

Arrange all the post-its and pictures from your observations appropriately in the four sections.

EXAMPLES

MATERIAL

3. Evaluation

Pain & Gain: You should now be in a position to formulate specific problems (pains) and needs and motivations (gains). This will give you the basis for ideation in the next step.

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