Do you want to conduct the empathy mapping activity with your teams?
Empathy mapping is a powerful tool. It helps teams understand users by exploring their thoughts, feelings, actions, and words. This method builds a deeper connection with the customer. It moves beyond simple data to capture a more human perspective.
In this article, let’s see how to use empathy mapping to foster a user-centric mindset within your team.
Here is an overview of the sections in this article:
- The primary objectives of conducting an empathy mapping session.
- Five different variations of the activity, complete with instructions.
- Tips to help you facilitate a successful and productive session.
- Answers to frequently asked questions about the activity.
The Objective of the Activity
An empathy mapping activity helps teams step into their users’ shoes. It provides a structured way to build a shared understanding of the customer experience.
Let’s explore the key objectives of this powerful exercise.
Develop a Deeper User Understanding
The main goal is to move beyond surface-level demographics. You want to understand the user’s motivations, concerns, and overall experience. The activity encourages teams to consider the user’s environment, their influences, and what they truly need. It helps bridge the gap between what a user says versus what they actually do. This deeper insight leads to more thoughtful product development and better service delivery.
Foster a Shared Perspective
When different departments work together, they often have varied views of the customer. Marketing might see one side, while engineering sees another. An empathy mapping session brings these different perspectives into one room. It aligns the entire team around a single, shared vision of the user. This unified view ensures everyone is working toward the same goals with the customer at the center of all decisions.
Identify Gaps in Knowledge
The process often reveals what the team doesn’t know about the user. As you fill out the map, you might find sections that are based on assumptions rather than solid data. This is a valuable outcome. Identifying these knowledge gaps shows where more user research is needed. It helps the team make more informed decisions by highlighting areas that require further investigation.
Guide Design and Development
An empathy map is a practical tool. It is not just a theoretical exercise. The insights gathered directly inform design choices, feature prioritization, and communication strategies. When the team understands the user’s pains and gains, they can create solutions that genuinely address real-world problems. The map becomes a reference point throughout the project lifecycle. It ensures the user’s voice is always present.
Promote a User-Centric Culture
Regularly using empathy maps reinforces the importance of the user. It makes empathy a core part of the team’s process. This activity shifts the focus from internal opinions to external user needs. Over time, this practice helps build a culture where every team member feels responsible for the user experience. It creates an environment where decisions are consistently made with the customer in mind.
5 Variations of the Empathy Mapping Activity
Here are 5 variations of the empathy mapping activity you can use with your teams.
#1. The Classic Empathy Map
This is the standard version of the activity. It helps teams build a holistic view of the user’s experience.
Time: 10-20 minutes
Materials: Whiteboard, markers, and sticky notes
Participants: 3-8 people per group
Instructions
- Draw a large four-quadrant map on a whiteboard labeled Says, Thinks, Does, and Feels. Place a user persona in the center.
- Give each team member sticky notes. Ask them to write down observations for each quadrant based on user research or knowledge.
- Have the team place their sticky notes on the corresponding quadrants. For instance, a note under ‘Says’ might be a direct quote from a user interview like “I can’t find the checkout button.”
- Group similar notes together. Discuss the patterns, themes, and contradictions that emerge from the map.
Debrief
- What was the most surprising insight you discovered about our user?
- How does this understanding change your approach to the current project?
- Which of your assumptions were challenged or confirmed by this activity?
You can also read:
Collaborative Storytelling Activity (With Variations)
Fishbowl Discussion Activity for Teams (With Debrief)
Desert Island Activity (With Instructions & Debrief)
#2. The Lean Empathy Map
This simplified version focuses on core user needs. It is great for quick alignment sessions.
Time: 10-20 minutes
Materials: Flip chart, and markers
Participants: 3-8 people per group
Instructions
- Divide a flip chart into three sections: Think & Feel, See & Do, and Pains & Gains.
- Ask each team to brainstorm ideas for each section directly on the chart.
- Encourage discussion as ideas are added to build on each other’s thoughts. For example, a “Pain” of “confusing navigation” could lead to a “Gain” of “a simplified menu.”
- Summarize the key takeaways from each section to create a concise user profile.
Debrief
- What is the single biggest pain point for our user?
- What is the most important gain we can provide?
- How can we use these insights to prioritize our next steps?
#3. The Role-Play Empathy Map
This engaging variation asks participants to act out the user persona. It helps internalize the user’s perspective.
Time: 10-20 minutes
Materials: Persona description, whiteboard, and sticky notes
Participants: 3-8 people per group
Instructions
- Assign one team member to role-play the user persona. Give them a scenario to act out.
- Ask the other team members to observe the role-player. They should write down notes on what the “user” says, does, and appears to feel.
- After the role-play, have the observers populate a classic empathy map with their notes. For example, if the role-player sighs heavily, a note can be added to the ‘Feels’ quadrant.
- Ask the role-player to share what they were thinking during the scenario. Add these insights to the ‘Thinks’ quadrant.
Debrief
- How did seeing the user’s experience acted out change your perspective?
- What new emotions or thoughts did we uncover through this method?
- What moments in the role-play stood out the most?
#4. The Reverse Empathy Map
This version starts with a product or feature. It works backward to understand the user who would need it.
Time: 10-20 minutes
Materials: Whiteboard, markers, and product description
Participants: 3-8 people per group
Instructions
- Place a specific product or feature in the center of the empathy map instead of a user.
- Ask each team to brainstorm the type of user who would benefit most from this solution.
- Fill out the Says, Thinks, Does, and Feels quadrants from the perspective of this imagined user. For instance, for a one-click payment feature, the ‘Thinks’ quadrant might include “I want to finish this purchase quickly.”
- Create a mini-persona based on the completed map. Give this new user a name and a brief backstory.
Debrief
- Did this exercise reveal a new target audience for our product? If so, why?
- How well does our existing persona align with the user we created?
- What are the core needs of the user who would find this feature most valuable?
#5. The Comparative Empathy Map
This activity compares the experiences of two different user segments. It highlights key differences in their needs.
Time: 10-20 minutes
Materials: Two whiteboards or flip charts, sticky notes, and markers
Participants: 3-8 people per group
Instructions
- Create two separate empathy maps, one for each user persona you want to compare.
- Divide the team into two groups. Assign one persona to each group.
- Ask each group to complete the empathy map for their assigned user. For example, a new user’s ‘Does’ quadrant might include “spends time on tutorials,” while an expert user’s might have “uses advanced shortcuts.”
- Bring both groups together. Ask them to present their maps side-by-side and discuss the key differences and similarities.
Debrief
- What are the most significant differences between these two users’ experiences?
- Should we design a single solution for both, or do they need separate experiences?
- Where do the needs of these two user groups overlap?
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Tips for Successful Facilitation
Facilitating an empathy mapping exercise is about guiding the team toward valuable insights. A good facilitator creates a structured yet open environment for exploration.
Here are some tips to help you run a smooth and effective session.
Set a Clear Focus
Before the session begins, define the user persona you will focus on. Ensure everyone has a clear and shared understanding of who this person is. Provide relevant background information, such as demographics, goals, and key challenges. This focus prevents the conversation from becoming too broad. It ensures all contributions are relevant to a specific user. A well-defined scope makes the activity more productive and the outcomes more actionable.
Use Real Data
The most effective empathy maps are grounded in evidence, not just opinions. Base the activity on qualitative data from user interviews, surveys, support tickets, or direct observation. Encourage participants to reference specific data points when adding to the map. This approach moves the team from “I think the user…” to “I know the user…” It adds credibility to the insights and reduces the influence of internal biases.
Encourage Active Participation
Create an environment where everyone feels comfortable contributing. Give each participant their own sticky notes and markers. This allows introverted team members to share ideas without having to speak up immediately. Ask open-ended questions to stimulate discussion. Gently prompt quieter members for their thoughts. The goal is to capture a diversity of perspectives, as this leads to a richer and more comprehensive map.
Embrace Contradictions
Sometimes, the map will reveal contradictions. For example, a user might say they value privacy but do things that compromise it. Do not dismiss these inconsistencies. Instead, treat them as opportunities for deeper exploration. These tensions often point to underlying conflicts in the user’s experience. Discussing them can lead to significant breakthroughs and a more nuanced understanding of user behavior.
Focus on Synthesis
The activity is not finished when the map is full of sticky notes. The real value comes from the synthesis phase. After populating the quadrants, guide the team in a discussion about the patterns and themes. Group related notes together. Look for connections between the different quadrants. The goal is to turn a collection of individual data points into a coherent story about the user. Summarize the key insights and define clear next steps.
Final Words
Empathy mapping is more than just a team building game. It is a strategic tool that places your user at the heart of your work. The activity builds a shared understanding of who you are serving. It aligns your team around a common purpose. By stepping into the user’s world, you uncover insights that lead to better products and services. Make this practice a regular part of your team’s routine to foster a lasting user-centric culture.
FAQ: Empathy Mapping Activity
You might have these questions in mind.
What is the main difference between an empathy map and a user persona?
A user persona is a fictional character representing a target user group. An empathy map is a tool used to build a deeper understanding of that persona. The map visualizes what the user says, thinks, does, and feels, adding a layer of empathy to the persona’s profile.
How often should a team conduct an empathy mapping activity?
It is useful to conduct this activity at the beginning of a new project. You can also revisit it whenever new user research becomes available. Some teams find it helpful to run a quick mapping session before each major design sprint to keep the user’s perspective fresh in their minds.
Can empathy mapping be done for internal stakeholders?
Yes, absolutely. Empathy mapping is a versatile tool for understanding any person’s perspective. You can use it to understand the needs and challenges of internal teams, such as the sales department or the customer support team, to improve internal processes.
What if our team has very little user research data?
If you lack formal research, you can base the map on existing knowledge from team members who interact with users. This includes sales, support, and marketing. The map will highlight assumptions, which can then guide your future user research efforts to validate those ideas.
How do we use the results of an empathy mapping session?
The insights from an empathy map should directly inform your decision-making. Use them to prioritize features, refine your product’s design, or improve your marketing messages. The map should serve as a constant reminder of the user’s needs throughout the project.