Tools

Dimension & Diagram

Empathy mapping

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Empathy for a user’s experience is at the heart of creating meaningful solutions. An empathy map helps your team articulate the user’s perspective.

How to
  1. On a large easel pad, draw the base empathy map with four quadrants: 1. Say; 2. Do; 3. Think; 4. Feel.
  2. Notice that “say” and “do” are very explicit and “think” and “feel” are implicit.
  3. Consider a specific user’s experience and walk the map, writing down on sticky notes what the user said, did, felt, or thought.
  4. Use another color for another user’s experience.
  5. Once populated, step back and reflect on the content. Look for patterns and inconsistencies. What’s at the heart of this experience? Write down these observations and insights.
  6. From your discussion, write “Ways of…” statements that can seed a brainstorm of ideas.
Tips & Tricks

Don’t fall back on stereotypical descriptions of users’ actions or feelings. Use fieldwork and conversations with users to inform your map with real data.

Pairs well with
Mindset Of
  • Empathy