Empathy Map

Ann-Louise Davidson

120

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Context: This exercise is designed for innovators who are seeking to understand their users through empathy.

Objective: The objective of this exercise is to provide innovators with a tool to collaboratively develop empathy for users by systematically exploring and analyzing their behaviours, thoughts, feelings, and motivations in order to inform user-centred design decisions.

Process: The exercise will guide innovators through four steps:

Step 1: Describe the user.

Step 2: Add data, ideas, and insights to the four quadrants of the empathy map.

Step 3: Discuss and refine ideas and insights.

Step 4: Analyze the map to identify patterns and themes.

Credits:

This board was created based on the work of Dave Gray:

Updated Empathy Map Canvas: https://medium.com/@davegray/updated-empathy-map-canvas-46df22df3c8a
Gamestorming: https://gamestorming.com

This tool was designed in collaboration with Nathalie Duponsel, the coordinator of the Concordia University Innovation Lab.

ChatGPT (OpenAI, 2025) was used during the creation of this template.

Ann-Louise Davidson

Professor @ Concordia University

I am the Director of the Concordia University Innovation Lab and a Professor in Education. In Fall 2025, we are launching a new microprogram designed to cultivate an innovation mindset in students. The tools we’ve developed are actively integrated into the lab’s learning experiences and my courses. As a passionate collaborative action researcher, I am deeply committed to developing methods that structure meaningful conversations and uncover thinking patterns.