Empathy Map for Elements project on Ben.

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What is it?

An empathy map is a collaborative tool teams can use to gain a deeper insight into their customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment. The empathy map was originally created by Dave Gray and has been gaining popularity with the agile community.

How Would I Use an Empathy Map?

A sample empathy mapping session may be as follows: Assemble your team and have them bring any personas, data, or insights about the target of your empathy map. Print out or sketch the empathy map template on a large piece of paper or whiteboard. Hand each team member sticky notes and a marker. Each person should write down their thoughts on stickies. Ideally everyone would add at least one sticky to every section. You might ask questions, such as:

-What would the user be thinking & feeling? What are some of their worries and aspirations?

-What would their friends, colleagues, and boss be likely to say while the user is using our product? What would the user hear in these scenarios?

-What would the user see while using our product in their environment?

-What might the user be saying and/or doing while using our product? How would that change in a public or private setting?

-What are some of the user’s pain points or fears when using our product?

-What gains might the user experience when using our product?

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