Emuparadise

Ensure that everyone involved in the user interview is present during the empathy mapping session. This will help balance business goals with user needs and ensure the accuracy of the data collected.

Start by selecting the template you want to use. There are many options to choose from, but always select one that allows you to collect data directly from the users.

1. Empathy-driven innovation

It’s no secret that empathy supercharges innovation. It’s a key component to creating products that delight customers and drive business growth. In fact, the connection between empathy and innovation is backed by research. For example, a study by Herd and Mehta found that when people imagine how they will feel about using a product, they come up with more useful ideas than a control group that doesn’t think about feelings.

To use empathy mapping, first gather the data you will be using to fuel your map (i.e., user interviews, field studies, diary studies, listening sessions, etc). Then bring your team together to build a collaborative empathy map. Each member can read through the research and write sticky notes on the template based on their understanding of the data. After each person has filled in all four quadrants of the map, the team can cluster similar notes together and vocalize their findings. This process will help your team to arrive at a shared understanding of the pains, gains, and wants of your target audience.

2. Empathy-driven customer satisfaction

Have you ever talked to a customer service representative who made you feel like they really cared about your problems? Whether or not they solved your problem, you left the conversation feeling satisfied and happy. That’s because a successful customer experience requires more than just solving problems; it involves making customers feel understood.

To do this, companies need to understand their customers, and an empathy map is a great way to do that. Empathy maps are a quick and easy-to-understand visual that help teams get inside the head of their target persona. They can be used throughout the design process and are especially valuable for product development and engineering teams.

The standard empathy map template covers four areas: Says, Thinks, Does, and Feels. Depending on the session goal and persona, it may be necessary to change or streamline these categories. For example, if a persona doesn’t have any feelings data, it might make more sense to cluster notes that convey similar ideas.

3. Empathy-driven retention

Empathy is a powerful tool to drive customer loyalty and retention. By creating empathy with your customers, you can establish stronger relationships that lead to higher customer satisfaction and higher revenues.

Empathy maps are best developed at the beginning of the product design process, after all your research is completed. They can be used to generate user scenarios, providing insight into your users’ goals, needs, wants, and frustrations.

Make sure your team has a clear understanding of what each section means, and how to complete the empathy map exercise. A great way to do this is by dividing the team into small groups (2-4 people). Assign each group a different persona, and allow them between 10 – 15 minutes per persona to complete their empathy map. Try to keep the map concise and skimmable. You want to avoid overflowing the map with sticky notes, as it can be overwhelming. Try to cluster notes that convey similar ideas together.

4. Empathy-driven engagement

In short, empathy is the key to developing strong customer relationships that lead to retention. Studies show that it costs five times as much to acquire a new customer than it is to retain one, so you’ll want to do all you can to ensure your product or service keeps them happy and loyal.

Empathy mapping is a great tool for establishing that connection. When done right, the map helps structure research data and provides an opportunity for team members to brainstorm together. Generally, the map should be created at the beginning of the design process and is best when it is focused on one user persona to begin with.

Once the map is complete, it should be shared with the team as an ongoing reference tool. Hanging a physical poster version in a common area or pinning the digital empathy map to a team communication channel are good ways to ensure that it is always top of mind for your team.