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The Empathy Map is a visual and handy UX tool that helps you synthesize data in order to obtain a deeper understanding of your user’s needs. It goes beyond a demographic profile or persona. With the Empathy Map you will be able to display what your customer is really thinking, feeling, hearing, seeing, saying, and doing. Use our creative Empathy Map Presentation Template to put your team in your customer’s shoes and keep a user-focused mindset throughout the project.
A simple empathy map is composed of four or five sections that showcase information your users receive through their senses: see, hear, feel and think, say and do. You will also find another version that includes the sections pains and gains. Whichever empathy map you work on, this template gives you slides to explain both mapping processes.
“Say and Do” is one of the richest sections to analyze from the Empathy Map as, very often, people say one thing but do another. So, here you can share your observations about this matter and display examples of cases where your user expressed something and, in a real scenario, acted completely different. You might find some pretty valuable insights.
How’s the environment of your targeted user? What do they see every day? Which visual elements do other brands offer them? It may sound useless at first but if you really dig into it, you will notice how things around them influence their behavior, decisions, and other important factors.
What the empathy map tool is used for in design thinking?
The first stage in design thinking is called “empathize” which asks you to connect with how your users feel about certain issues and situations. Here’s where empathy maps come into play!
Empathy maps are collaborative tools
As a UX professional, probably your most challenging task is to keep your team focused on the user. Schedule an empathy mapping session and get everyone involved in this user-centered process.
Pains and gains
The most recent empathy maps include two sections called pains and gains. Here you can showcase your user’s obstacles and goals, respectively.
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