Definition

Built on empathetic exploration with consumers, the Empathy Map helps collaborators unfold observations so you can connect, cluster and synthesize any clues, hunches or Insights you’ve collected.

Application

Empathy Mapping brings clarity to participant’s deep needs and desires and underserved areas of opportunity. After Fieldwork, it’s a great time to synthesize and fully uncover participant’s emotions and motivations, and any tensions that exist between emotions and behaviors. Empathy Mapping helps collaborators infer and explore the “why” behind people’s actions.

Steps in Batterii

1) The Empathy Map frames all of your observations collected during Fieldwork methods, including Interviews, Day-in-the-Life, Focus groups and more.

2) Create a Wall and set to Moveable. Choose the Empathy Map from the backdrops. This will be the framework to curate your observations.
Need help with these steps - Go to Wall Settings and Adding a Backdrop

3) Copy any observations – photos, videos and notes – from previous methods to this Wall.

There are a couple ways (Send or drag and drop) to copy content to a new wall - check out Move, Add or Copy Content. 

4) Then use Notes to generate text inside of each of the categories on the map. Pay special attention to thoughts/beliefs and feelings/emotions that might not have been observed directly. These must be inferred by paying careful attention to various clues. Look at body language, tone, and choice of words.

Use the "+" at the top of the wall to add New Notes.

4) Using the custom asset Insights, create Insights using the assets as support. What can we take away from this map about our consumer? Does this reveal what our consumers are feeling, thinking, hearing, saying, doing, and seeing? Structure Insights with any pain points (fears, frustrations, obstacles) and areas of gain (wants, needs, measures of success.)

Click "+" at the top of the wall and click "New Insight" to get an Insight started.

Can't remember how to add assets to an Insight? Here is a quick animation recap! Or go to Adding Cards to a Wall for step-by-step instructions.

5) Present the map to team members, sharing how the observations were uncovered. Discuss how this map and Insights might inform specific action.

Tips

  • Use Empathy Maps to better understand and evaluate a consumer’s feelings or state of mind.
  • When you notice strange behavior, jot down potential Insights on the side of your Empathy Map. One way to identify the seeds of Insights is to capture “tensions” and “contradictions” as you work.
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