Empathy Mapping

Why use this?

• To understand our user's emotional states and attitudes and to incorporate that empathy into our products

• To help establish happy and loyal customers

What is this used for?

An empathy map is a collaborative visualization used to articulate what we know about a particular type of user. This is qualitative method that externalizes knowledge about users in order to create a shared understanding of user needs and aid in decision-making. This process can help distill and categorize your knowledge of the user into one place.

What do I need?

• Stakeholders

• Designers, product managers, sales, marketing, etc.

• Customer or user research (qualitative data): user interviews, field studies, diary studies, listening sessions, or qualitative surveys

How do I proceed?

• Define the scope and goal

• Gather your team for a workshop

• Individually write sticky notes for each quadrant

• As a team, converge and cluster the sticky notes within each quadrant

• Plan to circle back to the empathy map as more research is gathered or to guide UX decisions

© 2023 ServiceNow, Inc. All Rights Reserved.

This template may contain links and/or reference third-party content and websites (“External Content”). External Content is provided solely for informational and reference purposes. You agree to use the External Content at your sole risk and expense. ServiceNow does not endorse or warrant the quality, accuracy, or veracity of the External Content, and shall not be liable for such External Content.