Empathy Map

Empathy Maps are a tool to help us record what we understand about our audience. The maps prompt the team to answer questions about what the users do, say, hear, see, etc. In the course of building the map the team gains greater empathy for the users.

All of this work is predicated on the idea that the team has conducted enough interviews with a range of end users to have sufficient data to draw on.

The map is focused on the users and not the product because we don’t want to get stuck with our preconceived notion of what the product should be.