Empathy Map: What is, how to draw and templates

What is Empathy Map Template

Definition and concept

Most people refer to an empathy map as an instrument used to closely examine what individuals think and feel about a specific service, product, or situation.

The map is generally more on visuals. With this, it's easier to share it with the team and identify possible gaps in contradictions and knowledge in research. The ultimate goal of this tool is to develop products and solutions to be more in tune with the target market.

How empathy maps work

Just like any other diagrams, you can create your own empathy map. There is diagramming software today which allows you to customize the look of our map. Essentially there are four points that the team must address to make it an excellent empathy map. These four aspects will determine how businesses can better cater to customers' needs. There is no specific way of illustrating the diagram; thus, you can be as creative as possible.

Who is Empathy Map Template for?

The Empathy Map Template is designed for a broad spectrum of individuals and groups. It's a valuable tool for anyone seeking to gain a deeper understanding of their customers, clients, or target audience. This includes entrepreneurs, business leaders, marketing teams, product developers, UX/UI designers, and even educators or social workers.

Primarily, businesses use it to step into their customers' shoes and understand their needs, desires, fears, and influences. By doing so, they can design products or services that truly resonate with their target audience. Marketing teams find it beneficial in crafting compelling messages that connect with the audience on an emotional level.

Product developers and UX/UI designers utilize the Empathy Map Template to create user-friendly products that solve real problems and offer meaningful experiences. Educators and social workers may also use it as a framework to better understand the perspectives of students or clients.

When to Use the Empathy Map Template 

The Empathy Map Template can be used at various stages and in various scenarios. Here are a few instances when it can be particularly beneficial:

Product Development: It's useful at the beginning of product development to understand user needs and expectations. This helps in creating products that are aligned with what users truly want or need.

User Experience Design: UX/UI designers often use this template during the design process to ensure they're creating a user-friendly and intuitive interface that addresses real user problems.

Marketing Strategy: When crafting a marketing strategy or campaign, it can help teams understand the emotional triggers of their target audience, enabling them to create more effective and engaging content.

Customer Service Improvement: If you're looking to improve customer service, an Empathy Map can help identify areas where customers might be having difficulties or negative experiences.

Education & Social Work: Educators and social workers can use it to better understand the perspectives and challenges of students or clients, helping them tailor their approach accordingly.

Change Management: During periods of change within an organization, understanding the feelings and attitudes of employees can be crucial in managing the transition smoothly.

Understanding the Empathy Map Template

Components of the template

The empathy map template generally comprises four quadrants, each of which significantly affects the overall marketing approach of businesses.

The quadrant includes the following:

• This refers to the things customers speak about the service or the product. Ensure to provide actual quotes from customers when filling out this quadrant.
• What customers think as they interact with your service or product within a particular environment is what you'll input in this quadrant.
• This quadrant here is about the emotional state of the customers. This includes things that worry or excite them. You can also input the overall experience while using the service or product.
• This section must have the actions of your target customers, including the behaviors you notice of the respondents.

The purpose of empathy map template

The role of an empathy map is to understand the customer's needs and goals more concisely and organized. Since you are looking at their needs through different lenses, you will also discover the complexity of customer needs. Along the way, the team's assessment from the map allows you to find solutions that will satisfy them.

In other instances, empathy maps help collect data directly from target users. You can include this tool when doing interviews or surveys. This usually reveals some aspects of the customer which may have yet to be said.

The benefits of using empathy map

The most prominent benefit of using an empathy map is a better understanding of your target audience. It is like personalized data collection with your customers as the subjects. Since you are plotting the data through a map, the team will have organized information where it is accessible and easier to understand.

Utilizing the empathy map template promotes business efficiency as teams can easily digitally categorize the data. Another excellent thing about creating the map using diagramming software is that you can customize the design, the size, and all other aspects of the map.

How to Use Empathy Map Template

Using BoardMix's Empathy Map template is a straightforward process that involves several steps:

1. Define Your Persona: Start by defining the persona or user you want to understand better. This could be a specific customer segment, a student, a client, or even an employee.

2. Fill in the Quadrants: BoardMix's Empathy Map is divided into four quadrants - 'Think & Feel', 'Hear', 'See', and 'Say & Do'. Fill each quadrant with insights about your persona.

   • 'Think & Feel' captures what your persona might be thinking and feeling about a product, service, or situation.
   • 'Hear' includes what your persona might hear from others, such as friends, colleagues, or influencers.
   • 'See' covers what your persona sees in their environment.
   • 'Say & Do' represents what your persona might say or do in response to their thoughts, feelings, and environment.

3. Add Pain Points and Gain Points: Identify potential challenges (pain points) and opportunities (gain points) for your persona based on the insights gathered.

4. Collaborate with Your Team: BoardMix's Empathy Map template is collaborative. Invite team members to contribute their insights and ideas. This will ensure a more comprehensive understanding of your persona.

5. Analyze and Apply Insights: Once you've filled out the map, analyze the information to gain deeper insights into your persona's needs and experiences. Use these insights to inform decision-making across various areas like product development, marketing strategy, customer service improvement, etc.

Tips for using empathy map template

• It pays to keep the illustration simple. Indeed, you want to be creative with your visuals, but ensure that the diagram must not overpower the template's sole purpose, which is to get to know and understand your users better.
• Start with the easier quadrant, which is the 'say.'
• Define your target users as specific as possible.

Best practices for using empathy map template

• Use an editable empathy map template for more accessible modifications when necessary.
• Ensure to research the insights you place on the quadrants of the empathy map template. Avoid assuming things.
• Study your map carefully to identify opportunities for your business to add user value.
• Consult different stakeholders while building the template and ensure every team member is on the same page. After all, creating the map is a collaborative effort.