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The Empathy Map Canvas


What is an Empathy Map Canvas?

An empathy map is an easy, convenient visual that contains information about a user’s actions and feelings. It’s a helpful tool for teams to gain a deeper understanding of their customers.

Dave Gray, the co-founder of strategy consultants XPlane, created Empathy Mapping. It’s a strong visualization technique that teams can use to gain insight into a target audience using Emotional Intelligence.

Empathy Maps show findings visually, making them easy to share, and they clearly illustrate any differences in information or study inconsistencies.

Learn how to use the empathy map canvas here

The Updated Version of Empathy Map Canvas by David Gray

There are 7 goals of the empathy map canvas that have been classified into three procedures:

1. Determine your Focus and Objectives.

  • Who do we empathize with?: Pick a user you want to empathize with and give an overview of a user’s situation and function. Having many personas means you will create a map for each of them.
  • What do they need to do?: This is the action you want the user to take.

2. Reflect the World Around

  • What do they see?: What does the user(s) come across in their day-to-day life? These may be individuals, objects, or events. What are the people doing in their immediate vicinity? What are they watching, reading, and being exposed to in their world that could affect them?
  • What do they say?: What do they say?
  • What do they do?: How do they act? What are their habits and how do they go about their business?
  • What do they hear?: What do the users hear, and how does it affect them?

3. Evaluate the Mind

  • What do they think and feel?: What do the customers care about that they are considering it? Think about the pros and cons of their feelings. What makes them happy or sad? What is their state of mind? Are they scared? Are they ecstatic? Are they worried? Next, look at the details of their discomforts and benefits. How do they define success and failure? What are their ambitions and dreams? 

Enroll in this course at BizSkills Academy to learn more.

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