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Empathy Map

Theodore Zamenopoulos

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Empathy maps are a way to draw out knowledge about interest groups by focusing on behaviours, emotions, and attitudes. It is a very common tool that designers use to unearth and conceptualise challenges through observation and conversations with others.

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Empathy maps typically capture information about what the users or rightsholders say, think, do, and feel about a particular situation, theme, or place of interest. They also often contain information about ‘pains’ (i.e., challenges and frustrations) and ‘gains’ (i.e., things that they enjoy, value, or want to achieve). 

Theodore Zamenopoulos

Professor of Citizen Led Design @ The Open University

I am a Professor of Citizen-led Design at the Open University. I trained and worked as a professional architect in Greece. My research and practice focus primarily on developing design-led approaches that enable citizens and organisations across sectors to create (place-based) innovations in response to societal challenges.


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