Empathy map

1. What is meant by empathy map?
2. Why is empathy map important?
3. How do you make an empathy map?
4. What are the key elements of an empathy map?

What is meant by empathy map?

An empathy map is a collaborative tool teams can use to gain a deeper insight into their customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment. The empathy map was originally created by Dave Gray and has gained much popularity within the agile community.

Why is empathy map important?

An empathy map helps to map what a design team knows about the potential audience. This tool helps to understand the reason behind some actions a user takes deeply. This tool helps build Empathy towards users and helps design teams shift focus from the product to the users who are going to use the product.

How do you make an empathy map?

To create an empathy map, gather any qualitative research data, personas, and your team. The only materials needed are large sheets of paper or a whiteboard, colored sticky notes, and markers.

What are the key elements of an empathy map?

An Empathy Map consists of four quadrants. The four quadrants reflect four key traits, which the user demonstrated/possessed during the observation/research stage. The four quadrants refer to what the user: Said, Did, Thought, and Felt. It's fairly easy to determine what the user said and did.