Empathy Map

Empathy Map is a participatory tool designed to deepen the understanding of the needs, emotions, thoughts, and behaviors of a person or group, whether a customer, user, or team member. The activity involves exploring different aspects of an experience from that person’s perspective, promoting empathy and critical analysis to design more effective and human-centered solutions.

Preparation

1. Define the purpose:
   • What goal do you want to achieve?
     • Gain a better understanding of users or customers.
     • Explore different perspectives within a team.
     • Reflect on the emotions and experiences of a target group.
2. Prepare materials:
   • Empathy Map templates with the following sections:
     • What does the person think and feel?
     • What do they see?
     • What do they hear?
     • What do they say and do?
     • Pain points (Challenges)
     • Motivations (Gains)
   • Markers, sticky notes, and paper to document ideas.
   • Optional: Digital tools for virtual activities.
3. Set up the space:
   • In-person: Work tables for small groups with enough space to write and place notes.
   • Virtual: Online collaborative boards where participants can interact in real time.

Step-by-step instructions

1. Introduction to the purpose
   • Explain to participants that they will work in teams to put themselves in the shoes of another person or group (user, customer, teammate).
   • Emphasize the importance of empathy in better understanding needs and generating effective solutions.
2. Presenting the context
   • Define the profile or case of the target person or group.
     • Example: “A customer using our product for the first time” or “A student struggling with online learning.”
3. Divide into small groups
   • Form teams of 4 to 6 people.
   • Provide each group with an Empathy Map template (physical or digital).
4. Filling out the Empathy Map
   • Participants work together to complete each section of the map:
     • What does the person think and feel?: Reflect on emotions, concerns, and aspirations.
     • What do they see?: Describe their visual environment (physical, social, digital surroundings).
     • What do they hear?: Identify external influences such as advice, opinions, or messages.
     • What do they say and do?: Analyze behaviors, language, and observable actions.
     • Pain points: Identify frustrations, obstacles, or problems.
     • Motivations: Explore desires, needs, and benefits they seek.
5. Group discussion and analysis
   • Each group presents their map to the rest of the team.
   • Facilitate a discussion to identify patterns, key insights, and possible solutions based on the analysis.
6. Closing and key takeaways
   • Reflect on how the exercise helped improve understanding of the target profile.
   • Record the most relevant ideas and discuss how they can be applied in product, service, or process design.