Empathy Map
Définition
The Empathy Map is a collaborative visualization tool used to articulate and synthesize what is known about a specific type of user. It acts as a bridge between the user research phase, such as interviews and observations, and the design phase. Traditionally divided into four quadrants, what the user Says, Thinks, Does, and Feels, it helps teams immerse themselves in the user’s cognitive and emotional reality.
This exercise is crucial for aligning all stakeholders around a shared understanding of user needs, beyond simple demographic data, and for identifying innovation opportunities grounded in real emotions and lived experiences. The Empathy Map does not replace user research, but rather serves as a structured synthesis of it. It is generally built from an existing persona, or helps refine one, and is often used upstream of defining the Customer Journey or User Flows.
Exemple
Imagine a team designing a budget management app for students. During an Empathy Map workshop, they realize that the student says, “I want to save money,” but thinks, “I’m afraid of missing out on social outings if I say no.” They make quick mental calculations before each purchase and feel a mix of guilt and anxiety.
Thanks to this map, the team understands that the application should not only be a calculation tool, but should also offer a “Social” mode to plan leisure budgets without stress, addressing the emotional need of not feeling isolated.
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