[Template] Empathy Map

This page is focused on enabling productivity in the design field. Use the template instead of starting from scratch. I have formed a template from take away information I have saved from articles read focused on design methods.

Take Away:

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What is an empathy map?
An empathy map is a tool to get to know the target audience (hint: it isn’t you) in order to align the business strategy and value proposition with the customer’s wants, needs, goals, and feelings.

Simply, empathy maps get stakeholders thinking about the users they want to serve and not about the product they want to build.

What is the customer thinking and feeling?

What is the customer concerned about or afraid of?
Is the customer satisfied? Why or why not?
What are the customer’s priorities?
What are the customer’s dreams and aspirations?
What causes an emotional reaction for the customer?

What is the customer hearing?

What or who influences the customer?
Is your customer easy to influence?
Where does the customer get their information?
What information channel does your customer use the most?

What is the customer seeing?

Does your customer spend more time in the public or in private?
What does your customer’s environment look like?
How does the customer interact with their environment?

What is the customer saying and doing?

How does the customer portray themselves in front of others?
What words does the customer use when talking?
What information does the customer withhold or leave out when sharing with others?
What is the gap between what they say and how they act?

What are the customer’s pains?

What obstacles does the customer need to overcome?
What frustrations are on the horizon for the customer?
Why hasn’t the customer been able to reach their goals?

What does the customer gain?

What methods does the customer use to achieve success?
How is success measured and what does it look like?
What are the short and long term goals of the customer?