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Research Tool
Empathy Mapping
Introduction
An Empathy Map helps a team organize what it knows about a user. It
commonly examines what the user says, thinks, does and feels, while
also identifying goals, pains and influences.
How to use it
- Define the user or audience you want to understand.
- Agree on the situation, task or goal being examined.
- Add observations and quotes gathered during research.
- Group the findings into says, thinks, does and feels.
- Identify contradictions, repeated patterns and missing knowledge.
- Translate the strongest insights into design opportunities.
Tip
Distinguish direct evidence from assumptions. Mark anything that has
not yet been validated so the team knows what requires more research.
Duration
30–60 minutes
30–60 minutes
Participants
2–7 people
2–7 people
Materials
Template, notes, pens
Template, notes, pens