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Empathy mapping is a visual thinking technique and model developed by XPLANE to understand audiences, including users, customers, and any other players in a business ecosystem. Empathy mapping is a core game in Gamestorming by Dave Gray and Sunni Brown and has been featured by Alexander Osterwalder in Business Model Generation.
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© 2012 Redpoint Technologies. All rights reserved.
Empathy Mapping
Developing Deeper Customer Insights
Dave Neuman, Principal, Redpoint Technologies Thursday, April 18, 2013
Confidential information.
Quick Commercial
Microsoft Solutions • Application Integration • Portal & Collaboration • Business Intelligence • SAP Integration
Microsoft Gold Partner
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Custom App Development • Enterprise Software (.NET/Java) • Mobile • Ruby on Rails • Big Data Agility Coaching & Transformation
Background
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Empathy Map Developed by Scott Mathews of XPLANE Core game in book by Dave Gray & Sunni Brown Inspired by visual thinking & serious game play
Referenced By and Used In
Why Empathy Mapping
• “Really simple customer profiler”
• Goes beyond basic demographics
• Develops better understanding of environment, behavior, concerns, and motivations
• Profiles guide decision making for business models, projects, UX designs, etc.
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Objective: Quickly develop a customer or user profile aka persona
When can you use Empathy Mapping
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Product managers Defining new products and features, evaluating current features and offerings, feedback
Service managers Defining new services, evaluating current services, feedback
Marketing Qualitative market research (gaining understanding of human behavior and reasons that govern such behavior)
IT leadership
Strategic planning, managing services, SLAs, relationships with internal & external customers, gaining feedback
Project teams
Chartering & initiating new projects, defining project objectives, requirements gathering, UX design, testing
Entrepreneurs Business model generation and business planning, lean startup testing
What is an Empathy Map
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Six questions to quickly profile a customer
What is an Empathy Map
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What really counts Major preoccupations Worries & aspirations
What is really important What keeps him/her up at night Imagine emotions
What influencers say What friends say What boss says
Who really influences and how What media channels are influential
Environment Friends What the market offers
What does it look like What problems encountered What type of offers exposed to
Attitude in public Appearance Behavior toward others
What could he/she be saying to others What they say vs. what they do
Fears Frustrations Obstacles
Challenges What risks he/she fears taking
Wants/needs Measures of success Obstacles
Truly wants to achieve Strategies to achieve goals
Six questions to quickly profile a customer
When can you use Empathy Mapping
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Segment 1
Segment x
Project Charter
Stakeholders
Objectives
Segment 1
Segment x
Segment 1
Segment x
Projects
Business Strategy
UX
Examples of Empathy Maps
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How to do Empathy Mapping
• Simple Process
1. Brainstorm possible customer segments serving 2. Select x number to profile 3. Give customer a name 4. Provide some basic description or demographics 5. Profile each customer using the questions on the map 6. Collaborate with stakeholders to test hypotheses and confirm observations 7. Refer to profiles regularly and refine profiles as new knowledge and experience is gained
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Let’s Practice Empathy Mapping
Goal is to develop a new coffee maker to take to market. Identify a customer segment and provide a profile of that customer to feed into the design process.
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The End
Thank you for your time and participation!
Any other questions?
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