Empathy Map

Discovering your users' needs with empathy mapping

Glance into who a user is as a whole and look at their perspective to help identify their pain points, goals, and motivations. Empathy maps encourage you to consider the needs, motivations, feelings, and behaviours of your customers or users. This helps you develop empathy, which is essential for creating products or services that meet user needs. Synthesise your qualitative data into an empathy map to visualise user attitudes and behaviours.

The concept of empathy maps was developed by Dave Gray, the founder of the design consultancy XPLANE. Gray originally introduced the empathy map in his 2010 book "Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers." The empathy map has since become a popular tool for businesses, organisations, and individuals who want to better understand their customers, users, or stakeholders.

The power of Empathy Maps: Creating products that resonate

Although empathy maps can be completed individually, they are often created collaboratively, which can help teams work together more effectively. By working together to create an empathy map, team members can share their knowledge and insights and develop a shared understanding of their customers or users. Empathy maps can be used to communicate insights and ideas to others, such as stakeholders or team members. By using a visual tool like an empathy map, you can make complex information more accessible and understandable.