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Empathy Map

What is Empathy Map?

An empathy map is a visual tool used in UX research and design to capture and understand the thoughts, feelings, behaviors, and needs of users or customers. It typically includes sections for what users see, hear, think, feel, say, do, and their pain points and gains. It helps teams build empathy and insights to inform user-centered design decisions.

Why is Empathy Map important?

Empathy maps help designers gain a deeper understanding of users, their motivations, and pain points. They provide insights for creating more user-centered and empathetic designs.

How to use Empathy Map?

To create an empathy map, follow these steps:

Gather a diverse team of stakeholders.
Draw a simple template with four quadrants: "Says," "Thinks," "Feels," and "Does."
Define a user persona or target user.
Populate the quadrants with information about the user's thoughts, emotions, behaviors, and statements.
Analyze the data, identify patterns, and extract insights.
Use the insights to inform design decisions and create more user-centric solutions.

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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.