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Empathy Map

Definition

An empathy map is a collaborative visualization tool that helps teams develop deeper insight into their users' needs, behaviors, and perspectives. Originally created by Dave Gray of XPLANE, empathy maps organize observations and insights about users into four quadrants—what users say, think, feel, and do—to build a more holistic understanding of their experiences and pain points. This structured approach to empathy helps teams move beyond assumptions and demographic data to consider the emotional and behavioral dimensions of user experiences.

Purpose of Empathy Maps

Empathy maps serve several important functions in the design process:

  1. Building User Empathy: Helping team members step into users' shoes and understand their perspectives
  2. Synthesizing Research: Organizing diverse user insights into a coherent picture
  3. Identifying Gaps: Highlighting inconsistencies between what users say and do
  4. Aligning Teams: Creating a shared understanding of user needs across departments
  5. Informing Personas: Providing rich behavioral and emotional data for persona development
  6. Guiding Design Decisions: Offering a reference point for evaluating solution ideas

Components of an Empathy Map

The standard empathy map consists of four main quadrants arranged around a representation of the user:

Core Quadrants

  • Says: Direct quotes and statements from users (what they express out loud)
  • Thinks: The user's thoughts and beliefs (what might be going through their mind)
  • Does: User actions and behaviors (what they physically do)
  • Feels: Emotions and feelings (what moves them emotionally)

Additional Elements

Many empathy maps also include:

  • User: A central representation of the user (name, role, or image)
  • Pains: Frustrations, challenges, and difficulties users experience
  • Gains: Benefits users seek or positive outcomes they desire
  • Goals: What the user is trying to accomplish
  • Environment: Contextual factors influencing the user

Creating an Empathy Map

The process of developing an empathy map typically follows these steps:

  1. Define the User: Identify the specific user or user segment to focus on
  2. Gather Input: Collect research data from interviews, observations, surveys, etc.
  3. Assemble the Team: Bring together cross-functional team members
  4. Create the Map: Use a whiteboard, large paper, or digital tool to draw the map
  5. Fill the Quadrants: Add observations and insights to the appropriate sections
  6. Identify Patterns: Look for themes, contradictions, and unexpected insights
  7. Discuss Implications: Consider how the findings should influence design decisions
  8. Document and Share: Capture the map for future reference

Types of Empathy Maps

Empathy maps can be adapted for different contexts and purposes:

By Focus

  • Individual Empathy Maps: Focused on a single user
  • Segment Empathy Maps: Representing a user group or persona
  • Journey Stage Maps: Focused on specific points in the user journey

By Detail Level

  • Quick Maps: Rapid exercises using existing knowledge
  • Research-Based Maps: Detailed maps grounded in user research
  • Collaborative Maps: Built together with users in participatory sessions

By Application

  • Problem Definition Maps: Used to understand pain points
  • Solution Validation Maps: Testing how well a solution addresses user needs
  • Service Experience Maps: Understanding emotional journeys through services

Best Practices for Effective Empathy Mapping

To maximize the value of empathy mapping:

  • Base It On Research: Use actual user data rather than assumptions
  • Be Specific: Include concrete examples and direct quotes
  • Distinguish Observations from Interpretations: Clearly separate what users actually said/did from team interpretations
  • Look for Contradictions: Pay attention to gaps between what users say and do
  • Revisit and Refine: Update maps as new insights emerge
  • Keep It Visible: Display empathy maps where teams can reference them
  • Use It Actively: Reference the map during design discussions
  • Include Diverse Perspectives: Involve team members with different roles

Common Empathy Map Challenges

Several pitfalls can reduce the effectiveness of empathy maps:

  • Projection: Team members projecting their own thoughts and feelings onto users
  • Overgeneralization: Creating maps that are too broad to be actionable
  • Insufficient Data: Building maps based on limited or biased information
  • Static Documents: Treating maps as finished artifacts rather than evolving tools
  • Creating Then Ignoring: Developing maps but not actively using them
  • Focusing Only on Positives: Not adequately capturing pain points and challenges

Relationship to Other UX Methods

Empathy maps complement several other UX practices:

  • User Personas: Adding emotional and behavioral depth to personas
  • User Journey Maps: Informing the emotional states at each journey stage
  • Jobs to be Done: Understanding the emotional motivations behind jobs
  • Stakeholder Maps: Considering the perspectives of various stakeholders
  • Service Blueprints: Adding user emotions to service experiences
  • Design Thinking: Supporting the empathize phase of the design thinking process

Digital Tools for Empathy Mapping

Several tools can facilitate empathy mapping:

  • Miro: Offers empathy map templates and real-time collaboration
  • Figma/FigJam: Provides customizable empathy map frameworks
  • MURAL: Features empathy map templates and facilitation tools
  • Lucidchart: Includes empathy map templates and sharing options
  • Smaply: Specializes in tools for mapping customer experiences

By visualizing user perspectives beyond basic demographic data, empathy maps help teams develop solutions that address not just functional needs but also emotional and contextual aspects of the user experience.

Related Terms