Empathy Map

Goal

Gain deep insights into the thoughts, feelings, and experiences of your target user.

Time

30-60 minutes

Materials

⦾ Large whiteboard or surface
⦾ Markers
⦾ Sticky notes
⦾ User personas (optional)

Instructions

Tips

1. Focus on a specific user persona for each empathy map.
2. Encourage participation from diverse team members.
3. Use clear and concise language on the sticky notes.
4. Prioritise the most significant insights for further exploration.

Background

The empathy map is a fundamental tool in user-centered design, originating from the field of design thinking. It was popularised by Gerry McGovern and first described in his 2000 book “The Logic of Design.”

Attachments:

Tool Cases

Explore real-world applications of the day in the empathy map tool from the Proportion Global Community below. We also encourage you to upload your tool cases!