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Empathy Map




                                                       SAYS                THINKS




                                                                  USER




                                                       DOES                    FEELS





                 To create an Empathy Map about a user, first, draw the grid. Secondly, add the observations in the respective quadrants.
                 These observations can be written directly in the quadrant, or one sticky note per observation can be added to each
                 quadrant. Let’s see an example, as given below.

                 Empathy Map for a parent, Ms. Neena, seeking admission for her ward in a school in class IX:


                                         SAYING                                         THINKING
                       I have few queries.                            How time-consuming will it be?
                       I need to know.                                I must get an answer to my queries quickly.
                       I am in the process of selecting a good school for   Will I be able to get a seat?
                       my ward.                                       Will the school reception be open to answer my
                       How to get information about the admission     queries?
                       process?

                                                                Ms. Neena
                                          DOING                                           FEELS


                       Applying through email for ward’s admission.   I am confused.
                       Calling and checking at the school admission   I don’t understand.
                       desk.                                          I am not getting enough information.
                       Surfing net and school websites.
                                                                      I am feeling frustrated.

                 As the name suggests, Empathy Maps simply help us build empathy with our end users. When based on real data and
                 when combined with other mapping methods, they can:

                   Remove bias from our designs and align the team on a single, shared understanding of the user.
                   Discover weaknesses in our research.

                   Uncover user needs that the user themselves may not even be aware of.

                   Understand what drives users’ behaviours.
                   Guide us towards meaningful innovation.







                                                                               Introduction to Capstone Project  255
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