Empathy Maps - · PDF file Empathy Maps Introduction to Empa thy Map s Empathy maps are knowing the personas at a deeper level. Generally, empathy maps are low–fidelity works in

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Design Thinking

Skill overview

Design Thinking

Observe

Personas 

Empathy Maps 

Reflect

Make

Keys

Assessment

Wrap Up

Empathy Maps Introduction to Empathy Maps Empathy maps are knowing the personas at a deeper

level. Generally, empathy maps are low–fidelity

works in progress that capture and articulate the

facets of a representative user as currently

understood and viewed by a team. The facets are

thinks, feels, says, and does. For example, this

empathy map for three personas was developed

during a design thinking session:

The value of empathy maps As your team identifies what they know about the user and places this information on a chart, you gain a more holistic view of your user’s world and the problem or opportunity space. By having a more holistic view, you gain insights that add layers of context about the relationships between

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3/27/2019 Empathy Maps

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Skill overview

Design Thinking

Observe

Personas 

Empathy Maps 

Reflect

Make

Keys

Assessment

Wrap Up

Getting Started with Empathy Maps When you might use this

Empathy Maps help to rapidly put your team in the user’s shoes and align on pains and gains – whether at the beginning of a project or mid- stream when you need to re-focus on your user.

Instructions

Draw the map and its four quadrants: Says,Does,Thinks and Feels

Sketch your user in the center and give them a name and a bit of description about who they are or what they do

Diverge, with each team member writing one observation per sticky note and applying it to the appropriate quadrant of the map.

Annotate unknowns (assumptions and questions) for later inquiry or validation.

Discuss observation and fill in gaps collaboratively.

Take-Back Tips

Don’t do it alone. Empathy for users arises from sharing in the collaborative making of the

the users and their experiences. A more holistic view can also reveal the ways in which your user most naturally engages with what your team designs and builds. In other words, your designs should reach out to the user. Empathy maps can help you do that.

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Skill overview

Design Thinking

Observe

Personas 

Empathy Maps 

Reflect

Make

Keys

Assessment

Wrap Up

Empathy Map. Everyone knows something about the user, so use this activity to gather, socialize, and synthesize that information together.

Involve your users.Share your Empathy Maps to validate or invalidate your observations and assumptions with your Sponsor Users; which is a special component of IBM Design Thinking people who are selected from your real or intended user group. Better yet, invite them to co-create the artifact with your team.

Go beyond the job title. Rather than focusing on your user’s “job title” consider their actual tasks, motivations, goals, and obstacles.

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Design Thinking

Observe

Personas 

Empathy Maps 

Reflect

Make

Keys

Assessment

Wrap Up

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Completed 6 of 19 ModulesPrevious Next 

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