Empathy Map

We use Empathy Maps to synthesize research data in order to better understand your users. Empathy Maps are great for creating personas, identifying users with different mindsets.

How does it help

Being a collaborative tool, empathy mapping helps our design team to empathize with your users. It allows us to start building the Personas: representations of a group of your users. With Personas in mind, we can ensure that we make each design decision based on the given persona’s mindset.

What will you get

Empathy mapping itself does not generate a standalone deliverable. Naturally, we will provide you the documentation or our empathy mapping session, but the true value of this method is that it is a preliminary step of creating some rough Personas (which can we further develop later in the UX process).

Sometimes we also organize Empathy Mapping Workshops with the stakeholders to empathize with the users. There are different templates for Empathy Maps, we use the following structure: it contains

  • four quadrants: See, Think & Feel, Hear, Say & Do
  • and two columns below the quadrants: Pains, Gains

Based on the data collected during the UX Research process, we stick post-its with data pieces written on it on the relevant parts of the map.

What is the process

Usually our process consists of the following steps:

  • Preparation phase (template, post-its)
  • Completing the Empathy Map
  • Discussing the findings
  • Documentation
  • Summarizing the results
  • Identifying what kind of further research needed
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