As part of my ongoing Post Graduate Program in Digital Transformation at Purdue University, I took part in an engaging module on Design Thinking and Empathy Mapping. As I am going deeper into the details, I am amazed at the simplicity of the idea of an iterative problem-solving approach with the intent to improve products or services. Understanding users’ needs, challenging the assumptions and problem statements, and coming up with creative solutions are at the core of design thinking principles.
Tip: Click here to access the Free Mapping Template
Sometimes, in life as in business, in our eagerness to solve a problem, we neglect to follow a fundamental rule of design thinking: empathy – the ability to understand and share another’s feelings.
Empathy Mapping: How to realize its full potential
An empathy mapping exercise can be extremely helpful in this situation. In design thinking, it is used primarily to bridge the understanding gap between the end user and the designer. Empathy maps help us understand a particular type of user through collaborative visualizations. This results in a shared understanding of user needs, allowing for more effective decisions. Quadrant based empathy mapping is intended to not only understand user behavior, but to also convey that understanding visually to colleagues. This will enable them to see user behavior from a similar perspective.
As a result of this workshop, stakeholders, marketing and sales, product development, or creative teams develop empathy for end users.
In Design Thinking, it is well known that the key to creating an effective solution is to understand the problem and the person experiencing it. As a result of creating the map, participants are able to gain a better sense of the goals and challenges of the users.
It is most useful to use empathy maps at the beginning of the design process, prior to gathering requirements. Using mapping as a method, researchers can summarize their observations and gain deeper insight into what they need.
Benefits of using empathy maps in UX design:
- Create a deep interest in the understanding of the user
- Presents an overview of information in one visual
- Key research insights called out
- The process is fast and inexpensive
- The empathy map can be customized according to the available information and your goals
- Developing a common understanding among teams
- It allows us to observe and develop empathy for the target audience.
- It aids in the questioning of assumptions, implications, and the problem itself.
- Achieves a better understanding of problems that are unknown or ill-defined.
- Encourages the development of new concepts/ideas through sketches, mockups, prototypes etc.
In the Mapping canvas below, the four quadrants are: SEE, HEAR, THINK, DO with the user or persona in the middle.
How to get started creating an Empathy Map
- Gather your qualitative research data, personas, and your team.
- Keep materials such as writing paper, whiteboard, sticky notes, and markers handy.
- Print worksheets [Click below for a Free Template in PowerPoint format]
