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Empathy Map

                 Empathy is the first step in design thinking because it enables designers to understand, empathize, and share user
                 feelings. Through empathy, we can put ourselves in consideration for others and understand how they feel about their
                 problems, situations, or situations.
                 Before we begin to figure out what the problem is or try to solve it, it’s always a good idea to “walk a mile from the user’s
                 point  of  view”  and  understand  the  user.  A  very  useful tool  to  do  this is the  Empathy  Map.  An  Empathy  Map  is  a
                 collaborative visualization used to clarify our understanding of a specific type of user. It helps to 1) create a common
                 understanding of user needs and 2) help decision-making. It also helps to deepen understanding and gain insight into
                 user behaviour.
                 The traditional empathy map is divided into 4 quadrants (Says, Thinks, Does, and   EMPATHY MAP
                 Feels), with the user or persona in the middle. Empathy maps provide an overview
                 of the user as a whole and are not sequential.
                                                                                               SAYS           THINKS
                    • The Says quadrant contains what the user says aloud in an interview
                    •  The Thinks  quadrant  contains what  the user is  thinking about  his/her
                   experience.                                                                         USER
                    • The Does quadrant depicts the actions of the user
                    •  The Feels quadrant denotes the user’s emotional state, often represented as   DOES      FEELS
                   an adjective along with a short sentence for context.
                 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 process of selecting a good school for my   Will I be able to get a seat?
                       ward.
                                                                      Will the school reception be open to answering
                       How to get information about the admission     my queries?
                       process during this pandemic.


                                                                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.







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