Empathy Mapping
Time: 30 – 60 minutes
When You Might Use This
When first starting a project, before the design process begins. When you feel the team needs to get empathy for the user or get more alignment in a shared mindset.
Instructions
- Draw the map and its four quadrants: Says, Does, Thinks, and Feels.
- Sketch your user in the center and give them a name and a bit of description about who they are or what they do.
- Diverge, with each team member writing one observation per sticky note and applying it to the appropriate quadrant of the map.
- It may work best if the team member says a few words about it as they place it.
- Ask probing questions (why do you think that is?) about some stickies to get deeper insights.
- Annotate unknowns (assumptions and questions) for later inquiry or validation.
- Discuss observations and fill in gaps collaboratively.
Tips
Share these empathy maps with users. Or have them fill them out for themselves for even deeper analysis and understanding.