explore · Problem Solving · 60 min · 3-6 people · medium energy
Empathy Mapping
Empathy Mapping is a collaborative visualization technique used to articulate what a team knows about a particular user or customer. It helps teams develop a deeper understanding of their target audience by exploring their thoughts, feelings, behaviors, and environment.
When to use Empathy Mapping
Use this method when you need to gain a shared understanding of your users' needs, motivations, and pain points. It's particularly useful at the beginning of a project or when you're trying to improve an existing product or service.
What it solves
Lack of user understanding, making assumptions about customer needs, designing solutions that don't resonate with the target audience.
How to run Empathy Mapping, step by step
- Prepare your practice (15 min). Select 1-3 personas and a product/service to explore. Schedule a meeting and share relevant user research data.
- Set the stage (5 min). Explain the goal: to immerse yourselves in the target personas and challenge assumptions.
- Run an empathy map example (5 min). Choose a persona unrelated to your product and quickly role-play to get everyone in the right mindset.
- Fill in the empathy maps (15 min). Divide into groups of 2-3, assign each group a persona, and have them fill in their empathy map.
- Present the empathy maps (30 min). Each group presents their map, and the full group raises questions and discusses insights.
- Determine next steps (5 min). Identify actionable insights, assign tasks, owners, and due dates.
Materials needed
- Empathy Map template (digital or physical)
- Markers or digital pens
- Timer
- User research data (optional)
- Props (optional)
Facilitator tips
- Encourage participants to draw on real customer data and avoid making assumptions.
- Focus on pain points to identify areas for improvement.
Common pitfalls
- Making assumptions instead of relying on data. Remind participants to base their contributions on research.
- Getting bogged down in details. Encourage quick brainstorming and defer detailed discussion until the presentation phase.
Variations
- Allow participants to choose personas in advance to increase ownership.
- Use props to help participants get into character.
Running it online or hybrid
Use a shared digital whiteboard like Miro or Mural for remote collaboration. Ensure all participants have access to the board and can contribute simultaneously.
What it produces
A visual representation of a customer persona, detailing what they think, feel, hear, see, say, and do.
Origin
Adapted from Atlassian Team Playbook — source
Build a session around Empathy Mapping
METODIC places Empathy Mapping inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.