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Empathy Map

The document describes how to create an empathy map by outlining four steps: 1) establish focus and goals by identifying who to empathize with and their needs, 2) capture the outside world by considering what they see, say, do, and hear, 3) explore inside their mind by considering what they think and feel including pains and gains, and 4) summarize and share the completed empathy map.

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13 views

Empathy Map

The document describes how to create an empathy map by outlining four steps: 1) establish focus and goals by identifying who to empathize with and their needs, 2) capture the outside world by considering what they see, say, do, and hear, 3) explore inside their mind by considering what they think and feel including pains and gains, and 4) summarize and share the completed empathy map.

Uploaded by

Scarlet
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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EMPATHY MAP

An Empathy Map allows us to sum up our learning


from engagements with people in the field of design
research.

Empathy maps are also great as a background for the


construction of the personas that you would often
want to create later.

(Persona - the aspect of someone's character that is presented


to or perceived by others.)
Step 1: Establish Focus and Goals

1. WHO are we empathizing with?


- Who is the person we want to understand?
- What is the situation they are in?
- What is their role in the situation?
Step 1: Establish Focus and Goals

2. What do they need to DO?


- What do they need to do differently?
- What job(s) do they want or need to get done?
- What decision(s)do they need to make?
- How will we know they were successful?
Step 2: Capture the Outside World

3. What do they SEE?


- What do they see in the marketplace?
- What do they see in their immediate environment?
- What do they see others saying and doing?
- What are they watching and reading?
Step 2: Capture the Outside World

4. What do they SAY?


- What have we heard them say?
- What can we imagine them saying?
Step 2: Capture the Outside World

5. What do they DO?


- What do they do today?
- What behavior have we observed?
- What can we imagine them doing?
Step 2: Capture the Outside World

6. What do they HEAR?


- What are they hearing others say?
- What are they hearing from friends?
- What are they hearing from colleagues?
- What are they hearing second-hand?
Step 3: Explore Inside the Mind
6. What do they THINK and FEEL?
What matters to the user that he/she is thinking
about it? Consider positive and negative sides of
thoughts. What makes his/her feel good or bad? What
does he/she worry about or what keeps his/her up at
night? Her mind is exploring paths and possibilities as
he/she considers doing or trying something. How
does he/she feel? Frightened? Excited? Anxious?
Step 3: Explore Inside the Mind

6. What do they THINK and FEEL?


Explore the specifics of his/her pains and gains. What
does success and failure look like? Capture
frustrations and challenges, the obstacles that stand
in his/her way. What goals and dreams does he/she
have? Gains are what he/she aspires to achieve or
have.
Step 3: Explore Inside the Mind

PAINS
- What are their fears, frustrations, and anxieties?

GAINS
- What are their wants, needs, hopes, and dreams?
Step 4: Summarize and Share

When all the sections are complete, take a moment to


reflect. Have participants share their thoughts on the
experience. Ask how it changed their perspectives or
if it produced new insights. Capture conclusions and
ideas the team generated, take pictures, or create a
new electronic version for sharing online.

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