{"id":2867,"date":"2016-09-01T17:17:36","date_gmt":"2016-09-01T16:17:36","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=2867"},"modified":"2020-09-03T12:04:05","modified_gmt":"2020-09-03T11:04:05","slug":"adapting-empathy-maps-for-ux-design","status":"publish","type":"post","link":"https:\/\/marvelapp.com\/blog\/adapting-empathy-maps-for-ux-design\/","title":{"rendered":"Adapting empathy maps for UX design"},"content":{"rendered":"<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Empathy maps are a powerful tool for helping teams better understand users. But that doesn\u2019t mean they are perfect. You should feel free to adapt them to your circumstances.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"long-quote\">As user experience professionals we face two significant challenges. Getting our colleagues to think about the needs of users and ensuring they don\u2019t forget about them.<\/span><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">There are many techniques for achieving these goals. But one of the more popular ones seems to be empathy maps. They are faster to create than a <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/boagworld.com\/usability\/customer-journey-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer journey map<\/a> and easier to read at a glance. Creating an empathy map is a great workshop exercise. But the final map is also a visual that people can refer to. A nice reminder about what users are thinking and feeling.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">What is an empathy map?<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">An empathy map is a collaborative tool that teams can use to better understand their customers. It consists of an image of the customer surrounded by six sections. These sections are:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Think and feel.<\/strong> What matters to the user? What occupies her thinking? What worries and aspirations does she have?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Hear.<\/strong> What are friends, family and other influencers saying to her that impacts her thinking?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">See.<\/strong> What things in her environment influence her? What competitors is she seeing? What is she seeing friends do?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Say and do.<\/strong> What is her attitude towards others? What does she do in public? How has her behaviour changed?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Pain.<\/strong> What fears, frustrations or obstacles is she facing?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Gain.<\/strong> What is she hoping to get? What does success look like?<\/li>\n<\/ul>\n<div id=\"attachment_2873\" style=\"width: 1290px\" class=\"wp-caption aligncenter\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/09\/Empathy-Mapping.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2873\" class=\"wp-image-2873 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/09\/Empathy-Mapping.jpg\" alt=\"Empathy Maps\" width=\"1280\" height=\"720\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Empathy-Mapping.jpg 1280w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Empathy-Mapping-600x338.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Empathy-Mapping-768x432.jpg 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/a><p id=\"caption-attachment-2873\" class=\"wp-caption-text\">Creating an empathy map is a great workshop tool. It helps attendees really consider user needs.<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The group draws an outline of an empathy map on a large sheet of paper. The team then works together to complete each section using their knowledge of the user and any data collected.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The drawbacks of empathy mapping<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Although I have been using empathy maps for sometime I confess I have found them frustrating.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">For a start I found workshop attendees struggled with some of the sections. There was often overlap between what our users sees and hears. Also attendees would struggle to express what the user gains. In essence, they were perfect for general customer segmentation. But they were too generic for a workshop focused on user experience design.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The second problem related to long term impact. Attendees would go away with a better understanding of the user. But this understanding didn\u2019t seem to stick or influenced the wider organisation.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Adapting the empathy map<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">In the end I started adapting the empathy map for my specific needs. For a start I changed the segments. Instead I went with:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Tasks.<\/strong> What tasks are users trying to complete? What questions do they need answered?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Feelings.<\/strong> How is the user feeling about the experience? What matters to them?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Influences.<\/strong> What people, things or places may influence how the user acts?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Pain points.<\/strong> What pain points might the user be experiencing that they hope to overcome?<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Goals.<\/strong> What is the users ultimate goal? What are they trying to achieve?<\/li>\n<\/ul>\n<div id=\"attachment_2877\" style=\"width: 1210px\" class=\"wp-caption aligncenter\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/09\/Adapted-empathy-map.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2877\" class=\"wp-image-2877 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/09\/Adapted-empathy-map.jpg\" alt=\"Adapting empathy maps\" width=\"1200\" height=\"848\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Adapted-empathy-map.jpg 1200w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Adapted-empathy-map-600x424.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Adapted-empathy-map-768x543.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><p id=\"caption-attachment-2877\" class=\"wp-caption-text\">I decided to adapt the empathy map format to better suit the work I was doing.<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The result was that attendees found it much simpler to complete in the context of my work. Also the outcome was much more useful in informing future deliverables.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"By turning an empathy map into a poster that can be hung around the office, it doesn\u2019t end up forgotten.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I was also keen that the benefits of the empathy mapping didn\u2019t end with the workshop. Inspired by <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/blog.mailchimp.com\/new-mailchimp-user-persona-research\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mailchimp\u2019s personas<\/a> I turn the empathy maps into posters. Posters that are then displayed around the organisation. This helps to ensure the user remains in people\u2019s minds as they work.<\/p>\n<div id=\"attachment_2878\" style=\"width: 1210px\" class=\"wp-caption aligncenter\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/09\/Personas-Posters.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2878\" class=\"size-full wp-image-2878\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/09\/Personas-Posters.jpg\" alt=\"Persona Posters\" width=\"1200\" height=\"840\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Personas-Posters.jpg 1200w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Personas-Posters-600x420.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/09\/Personas-Posters-768x538.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><p id=\"caption-attachment-2878\" class=\"wp-caption-text\">By turning an empathy map into a poster that can be hung around the office, it doesn\u2019t end up forgotten.<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Don\u2019t be afraid to adapt<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Don\u2019t misunderstand me. I am not suggesting my approach to empathy mapping is better than the original. My message here is that we need to adapt these tools to our own needs. We have so many tools from personas to customer journey maps. But we tend to blindly use them. We should be adapting them for our circumstances and maybe in the process evolving their quality over time.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><em>This post was originally published on Paul's <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/boagworld.com\/usability\/adapting-empathy-maps-for-ux-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog<\/a> and <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/@boagworld\/adapting-empathy-maps-for-ux-design-23893916dc3e#.fgry3438u\" target=\"_blank\" rel=\"noopener noreferrer\">Medium profile<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Empathy maps are a powerful tool for helping teams better understand users. But that doesn\u2019t mean they are perfect. You should feel free to adapt them to your circumstances. As user experience professionals we face two significant challenges. Getting our colleagues to think about the needs of users and ensuring they don\u2019t forget about them. There are many techniques for&#8230; <a class=\"link link--blue fontWeight-4\" href=\"https:\/\/marvelapp.com\/blog\/adapting-empathy-maps-for-ux-design\/\">Read More &#65515;<\/a><\/p>\n","protected":false},"author":27,"featured_media":2882,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[499],"tags":[],"class_list":["post-2867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Empathy maps aren&#039;t perfect. 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