Empathy Map

The Empathy Map is a visual tool that helps teams deepen their understanding of users. By exploring users' perceptions, emotions, and behaviours, teams can better identify their needs and motivations. This game encourages collective reflection and stimulates creativity to design user-centred solutions.

Walkthrough

1. 1

   Introduction to the Empathy Map

   10 min

   The facilitator explains the concept of the Empathy Map and its importance in understanding users. They present the different sections of the map: what the user sees, hears, thinks, feels, says, and does, as well as their pains and gains. "The goal is to put yourself in the user's shoes to better meet their needs."

   Tip — Use a concrete example of a user to illustrate each section of the map.

2. 2

   Define the Target User

   10 min

   Participants identify and describe the target user they will be working on. The facilitator encourages precision: "Who is this user? What are their main demographic and behavioural traits?" This helps to focus the exercise on a specific profile.

   Tip — Use existing personas if available to enrich the user description.

3. 3

   Fill in the 'Sees' Section

   15 min

   Participants reflect on what the user sees in their daily environment. The facilitator guides the reflection: "What media do they consume? What advertisements do they see? Who are their visual influences?" Each idea is noted on post-its and placed on the map.

   Tip — Encourage participants to think about current visual trends that might influence the user.

4. 4

   Explore the 'Hears' Section

   15 min

   Participants focus on what the user hears around them. The facilitator asks questions: "What conversations do they have with their loved ones? What podcasts or shows do they follow?" Ideas are noted on post-its and added to the map.

   Tip — Ask participants to share personal anecdotes to enrich the discussion.

5. 5

   Analyse Thoughts and Feelings

   15 min

   Participants discuss what the user thinks and feels. The facilitator encourages empathy: "What are their concerns? What motivates them?" Thoughts and emotions are noted and placed on the map.

   Tip — Use open-ended questions to stimulate reflection, such as "Why might this be important to them?"

6. 6

   Complete the 'Says and Does', 'Pains', and 'Gains' Sections

   20 min

   Participants fill in the last sections of the map. For 'Says and Does', the facilitator asks: "What actions do they take? What do they say about their experiences?" For 'Pains' and 'Gains', they guide the reflection on the user's frustrations and aspirations. Ideas are added to the map.

   Tip — Encourage participants to base their observations on real insights or user data if available.

Variants

• Use cut-out images from magazines to stimulate reflection when filling in the sections.
• Conduct the exercise in pairs to encourage deeper exchanges and varied perspectives.
• Introduce a step where participants must prioritise the elements of the map according to their importance to the user.