Strategy

Empathy Mapping

An empathy map helps teams deeply understand their users. It's a visual tool for capturing user needs, thoughts, and feelings. The map is divided into sections: Says, Thinks, Does, Feels, Hears, Sees, Pains, and Gains. Use it to align on a shared user understanding and inform decisions.

Duration
1 hour
Group Size
4-6
Category
Strategy
Difficulty
Easy
The goals of this exercise are to:

  • Build empathy with users and stakeholders.

  • Capture user behaviors, attitudes, and emotions.

  • Identify unmet user needs and pain points.

  • Create shared understanding across teams.

  • Guide product and service decisions.

  • Synthesize observational research.

  • Challenge assumptions about users.

You'll finish with:

  • A completed empathy map.

  • A deeper understanding of the user perspective.

  • A solid foundation for empathy-driven decisions.


  • Base the map on actual research, not just assumptions. It's easy to let personal bias creep in.

  • Prioritize direct quotes when possible. They add weight to the insights.

  • Focus on one user segment per map. Combining segments muddies the waters.

  • Look for disconnects between what users say and do. These are often key areas for exploration.

  • Consider environmental and social influences on the user.

  • Update the maps as you learn more. They're living documents.

  • Display maps prominently for team reference. This reinforces user-centric thinking.

  • Use different colors for different data sources to easily distinguish them.


  1. SETUP (5 minutes):


  • Choose a specific user or persona to focus on.

  • Create an empathy map with the user in the center and four quadrants: Says, Thinks, Does, Feels.

  • Brief the team on the user context and any background information.


  1. QUADRANT FILLING (25 minutes):


  • SAYS (5 minutes): What does the user say? Use direct quotes, expressed opinions, and stated needs.

  • THINKS (5 minutes): What might they think? Capture internal thoughts, concerns, beliefs, and assumptions.

  • DOES (5 minutes): What do they do? Note actions, behaviors, steps they take, and tools they use.

  • FEELS (10 minutes): What do they feel? Identify emotions, frustrations, satisfactions, fears, and motivations.

  • Work as a full group or divide into pairs for each quadrant, then share findings.


  1. SYNTHESIS & INSIGHTS (10 minutes):


  • Review the completed map as a team.

  • Identify patterns and contradictions between quadrants.

  • Circle the most important or surprising insights.

  • Note areas where the team has limited knowledge.


  1. NEXT STEPS (5 minutes):


  • Summarize key learnings about the user.

  • Identify gaps that need more research.

  • Discuss how insights will influence project decisions.

Unlock Step-by-Step Instructions

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

Create a free account to access step-by-step instructions, agendas, and resources for all activities.


  • Empathy map template

  • Sticky notes in various colors

  • Markers and pens

  • User research data

  • Interview transcripts or notes

  • Observation findings

  • Photos from field research

Unlock Materials Required

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

Discussion

0/2000
Loading comments...

Related Exercises

See all exercises

Stakeholder Impact Mapping

1.3 hours

Stakeholder Impact Mapping reveals how solutions affect different groups. It highlights impacts teams often miss. In 78 minutes, you'll prevent soluti...

Strategy

Opportunity Reframing

3 hours

Turn limitations into opportunities. Teams often see constraints as roadblocks. Reframing reveals how limits spark creativity and focus. Constraints f...

Strategy

Jobs To Be Done

2 hours

Jobs to Be Done (JTBD) helps you understand why people "hire" products or services. It's about the progress people seek, not just their demographics. ...

Strategy