Empathy Map is a tool used by many businesses to research the market and understand consumer behavior. So specifically the empathy map is like how, same Johnson's Blog Find out through the article below.
What is empathy map?
An Empathy Map is a tool used to help understand and empathize with a specific group of people, such as customers or users. It includes a visual representation of the main factors that contribute to a person's behavior and experiences, including "Thinking", "Saying", "Feeling" and "Doing".
Empathy maps are a useful tool for groups or individuals who want to better understand their customers or users and develop products, services, or experiences that meet their needs and preferences. By using empathy maps, teams can gather more accurate and relevant information, creating a shared understanding of target them and make more informed decisions based on empathy and understanding.
Through the process of collecting information about customer behavior to create an empathy map, it will be the basis for businesses to recognize the problems that are lacking in their business strategy and quickly improve.
Therefore, UX experts often use this map to study consumer behavior in using their products.
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What is empathy map used for?
Researching the market and consumers clearly to create a map helps management members in the company to access customer information more easily, in a more specific and general way.
In addition, the empathy map helps to avoid the case of receiving false information, if only perceived through word of mouth information, judgment about the object, the customer will not be accurate.
Besides, the information stored in the map can improve the problem related to the product and the way the business does business. Each time you conduct market research, you will find your own set of potential customers and solve the problems of each specific customer.
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What are the components of an empathy map?
An empathy map is a visual representation of the insights and information gathered during the research and analysis phase. It usually consists of a simple diagram or frame outlining the four main parts: “Say”, “Think”, “Feel” and “Do”.
Diagrams are usually divided into four quadrants, with each quadrant corresponding to one of the four sections. Quadrants are labeled with section headings and may contain visual cues or symbols that help illustrate key points.
I hate waiting in line at the store.
I want to be able to shop at home.
Worry about security and privacy when shopping online.
Not sure to show online
Order food delivery on weekends or evenings.
Enjoy ordering food from a mobile device or laptop.
Value convenience and fast delivery
Excited to discover new places and cultures.
Worry about planning and budgeting for a trip.
Fear of getting lost in a strange city
The “Speak” section of the empathy map is where you capture quotes or direct statements from the person being studied. This section is intended to provide insight into the person's motivations, frustrations, and concerns, as well as their language and communication style.
To disseminate this section, you can conduct an interview, survey or focus group with target mine. Ask open-ended questions that encourage the person to share their thoughts and feelings. Record their answers and mark key phrases or words that express their attitudes and opinions.
For example, if you're creating an empathy map for a new online shopping service, the “Speak” section might include quotes like:
- “I hate waiting in line at the store. I want to be able to shop at home.”
- “I worry about security and privacy when shopping online.”
- “I love being able to see and touch products before I buy them.”
- “I don't have time to shop during the day. I need a service that is available 24/7.”
- “I want to be able to easily return products if I don't like them.”
Capturing these quotes, you can gain insight into your target audience's needs and preferences and use this information to develop products or services that meet their expectations.
The “Thoughts” section of the empathy map is where you record the thoughts and beliefs of the person being studied. This section is intended to provide insight into the person's thoughts, assumptions, and biases.
To fill out this section, you can analyze data gathered from interviews, surveys or focus groups and try to understand the person's thought process. Look for patterns in their responses and try to identify their underlying beliefs and assumptions.
For example, if you're creating an empathy map for a new fitness app, the "Thoughts" section might include thoughts like:
- "I don't have time to go to the gym, so I need an exercise that I can do at home."
- "I want to get in shape, but I don't know where to start."
- “I worry that I will get bored doing the same exercise over and over.”
- "I'm not sure if I can trust online fitness programs."
- “I want to see results quickly.”
Capturing these thoughts, you can better understand the person's mindset and design a product that addresses their concerns and motivates them to achieve their goals. This can help you create a more engaging and effective product that is relevant to your target audience.
The “Feelings” section of the empathy map is where you record the emotions and feelings of the person being studied. This section is intended to provide insight into the person's wants, fears, and aspirations.
To fill out this section, you can analyze data gathered from interviews, surveys or focus groups and try to determine the person's emotional state. Look for patterns in their responses and try to identify their underlying emotions.
For example, if you're creating an empathy map for a new travel app, the “Feelings” section might include emotions like:
- Excited to discover new places and cultures
- Worrying about planning and budgeting for a trip
- Disappointed with the complexity of booking flights and accommodation
- Fear of getting lost in a strange city
- The joy of sharing travel experiences with friends and family
Capturing these emotions, you can better understand the person's wants and motivations and design a product that meets their emotional need. This can help you create a more interesting and meaningful product that connects with your target audience on a deeper level.
The “Do” part of the empathy map is where you capture the actions and behaviors of the person being studied. This section is intended to provide insight into the person's habits, routines, and patterns.
To fill out this section, you can observe the person in their natural environment or analyze data gathered from interviews, surveys, or focus groups. Look for patterns in their behavior and try to identify their routine and daily routine.
For example, if you're creating an empathy map for a new food delivery service, the “Doing” section might include behaviors like:
- Order food delivery on weekends or evenings
- Enjoy ordering food from your mobile device or laptop
- Regularly order meals for one or two people
- Value convenience and fast delivery
- Usually look for deals or discounts before ordering
By capturing these behaviors, you can better understand the person's habits and design a product that fits into their daily life. This can help you create a more convenient and accessible product that meets the needs of your target audience.
How to Create an Empathy Map
Determine the target
This is the first step in the How to create an empathy map for your business Because defining clear goals is the basis for businesses to go deep into each individual. In it, you can create a general goal or a specific goal to re-evaluate whether the map meets the expectations set by the business.
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Researching user behavior
Before studying user behavior, you need to consider the elements that can be captured by customers, thereby feeling thoughts, actions and gradually achieving goals. However, in this step, you need to focus on answering the question “Why does the customer behave like this?”
Put yourself in the user's shoes
To best understand customer behavior, you can put yourself in the shoes of consumers to easily get into their thoughts, really understand what customers need, what they think instead of just standing outside. conjecture from an objective point of view.
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Experience the empathy map trial
One of the most effective ways to use empathy mapping is to experience it yourself. Once completed, you can let the members of the business discuss to see the whole problem and come up with newer ideas.
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