MediaLAB Amsterdam

Empathy map

by . Last edit was 2 months ago
#design #frame insights #create #explore and understand
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An empathy map is a tool to help a design team to empathize with the people they are designing for. You can make an empathy map for a group of people or for a persona.

To be used after doing personas when more insights are needed.

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Additional info

Goal

Personas usually summarize lifestyle but not necessarily the (sensory) experience of the users.

Attachments

You will be able to upload attachments once after you create the method.

Materials

    Instructions

    1. Gather your team and draw a circle to represent your target persona. Brief the team on the persona.
    2. Divide the circle into sections, representing that persona’s sensory experience. Explain to the team what each of the circles mean.
    3. Ask your team to describe their experience from the persona’s point of view. Moderate the discussion and collect all relevant information on the map.

    NOTE

    Try to understand the persona’s point of view as much as possible.

    OUTPUT

    Insight in the needs and desires of the persona.

    NEXT

    Collect insights and communicate them, this could be done using a moodboard.

    Background

    Source: MediaLAB Amsterdam

    REFERENCE: 

    BLAND, D. Agile coaching tip–What is an empathy map?. Available in http://www. bigvisible.com/2012/06/what-is-an-empathy-map, 2012.

    VIANNA, Maurício, et al. Design Thinking. Business Inovation, 2011.

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