The Empathy Map is used by companies that want to better understand their users by mapping their thoughts and feelings, pains and gains, and what they say, do, hear and see. This knowledge can help the further decision making of the business.
When to use
The Empathy Map should be used when a company needs a better understanding of their customers. This helps distill their total knowledge of the customer in one place and allows the company to make more informed decisions based on their customers.
How to use
Add your ideas on a note by clicking on the center customer icon in the circle and clicking on which section you would like to place the note in.
Understanding each section
Fill in any ideas or answers you have about the customer in each of the following sections to get a complete idea.
Think and Feel: What is important to the customer? What are their desires, aspirations or worries?
Hear: What are friends, family members and influencers saying to the customer? Who really influences them, and how? What media channels influence this person?
See: What is their environment like? What is going on in their world?
Say and Do: How is the customer’s attitude? How do they act in public? What is their portrayed image? What are the contradictions between what they say and what they do?
Pain: What are their frustrations? What obstacles are in their way? What are the risks?
Gain: What represents success to them? What are their goals? What do they want to achieve? What strategies can help them in reaching their goals?
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