A simple diagram that provides a high level but detailed look at a specific user within a specific context. Often includes: thoughts, feelings, doing, context, pain points, and goals. Also sometimes includes: what they’re hearing and saying.
When to Use
- To ground the solution requirements around the user and there isn’t time for a detailed journey map.
- To create a basic proto-persona and leverage to reinforce design thinking around a real user.
- Use as a team exercise to establish all the different assumptions that each have.
- Determine if the empathy map will broadly describe a user type or detail a specific contextual moment around a specific task/goal.
- Specific empathy maps are more powerful and practical for product design.
- Start by describing the general information about the user. Include user type, demographic information, product usage data, etc…
- Complete all the remaining sections with how the user behaves to accomplish their goals within their current context.
- Document that user’s goals either broad product goals or specific feature/function goals. Focus on goals not connected to tasks inside the product but jobs in that drive the user to use your product.
Templates (if applicable)
Created by: Joe Steinkamp | Last updated by: Joe Steinkamp