Empathy Map. Empathy map, originally uploaded by dgray_xplane. The empathy map, one of XPLANE’s methods for understanding audiences, including users, customers, and other players in any business ecosystem, has gotten some press lately because it was featured in Alex Osterwalder‘s excellent book, Business Model Generation as a tool for discovering insights about customers. Here’s how it works: GOAL: The goal of the game is to gain a deeper level of understanding of a stakeholder in your business ecosystem, which may be a client, prospect, partner, etc., within a given context, such as a buying decision or an experience using a product or service.
The exercise can be as simple or complex as you want to make it. You should be able to make a rough empathy map in about 20 minutes, provided you have a decent understanding of the person and context you want to map. 1. Start by drawing a circle to represent the person and give the circle a name and some identifying information such as a job title. 2. 3. 4. Stage 1 in the Design Thinking Process: Empathise with Your Users | Interaction Design Foundation. Design Thinking cannot begin without a deeper understanding of the people you are designing for. To gain those insights, it is important for design thinkers to empathise with the people they’re designing for to understand their needs, thoughts, emotions and motivations. The good news is that there are a wide range of methods you can use in order to learn more about people. Even better news: with enough mindfulness and experience, anyone can become masters at empathising with people.
"Engaging with people directly reveals a tremendous amount about the way they think and the values they hold. Developing Empathy towards People The first stage (or mode) of the d.school’s Design Thinking process involves developing a sense of empathy towards the people you are designing for, to gain insights into what they need, what they want, how they behave, feel, and think, and why they demonstrate such behaviours, feelings, and thoughts when interacting with products in a real-world setting. Ask What? Empathy Map – Why and How to Use It | Interaction Design Foundation. Did you know that users are more likely to choose, buy and use products that meet their needs as opposed to products that just meet their wants?
An Empathy map will help you understand your user’s needs while you develop a deeper understanding of the persons you are designing for. There are many techniques you can use to develop this kind of empathy. An Empathy Map is just one tool that can help you empathise and synthesise your observations from the research phase, and draw out unexpected insights about your user’s needs. An Empathy Map allows us to sum up our learning from engagements with people in the field of design research. The map provides four major areas in which to focus our attention on, thus providing an overview of a person’s experience. Empathy maps are also great as a background for the construction of the personas that you would often want to create later. An Empathy Map consists of four quadrants. Best practice Step 1: Fill out the Empathy Map Step 2: Synthesise NEEDS. Empathy Maps - what and how? What drives us to make choices?
As consumers, we can set certain parameters like “laundry in unit”, “no animal testing”, or “100% cotton”, but what makes us decide to commit? As a small business owner – trying to do it all – you may not have the time to understand every individual customer. What makes them happy? What does their typical day look like? How do they like to spend their free time? What truly influences them to ultimately choose your product or service?
If you need a quick and easy, DIY research tool, try drafting an empathy map. Developed by David Gray, founder of XPLANE, an empathy map can help you discover and understand the elements that make up your customer’s psyche. A standard empathy map looks like this: (Photo cred: Boagworld) What you’ll need: Personas and worldviews – what are those? Who you’ll need: You – the moderatorStakeholdersProduct developersMarketing and sales teamCustomer support team How to: Our users need a better way to (blank) because (blank) – Dr. La carte d’empathie, proposée par la société X-Plane (fondée par Dave Gray), est un outil visuel souvent utilisé en Design Thinking et recommandé dans le fameux livre « Business Model Nouvelle Génération » d’Alexander Osterwalder et Yves Pigneur.
Aujourd’hui, Dave Gray vient de proposer une important mise à jour de la carte d’empathie. Faisons le point sur cette nouvelle version. L’objectif principal de la carte d’empathie est une meilleures compréhension d’un client, d’un utilisateur, d’un collègue, d’un prospect… dans le contexte de l’utilisation de nos services ou produits. Il s’agit de se mettre autant que possible à la place de la personne visée à travers son expérience vécue ou bien souhaitée. L’aspect sensoriel avec les catégories “voir”, “entendre”, “faire” est important pour garder une approche concrète de l’expérience utilisateur.
Voici ci dessous, à titre de rappel, la version de la carte d’empathie qui était utilisée jusqu’à présent. Quoi de neuf dans cette nouvelle version? High-heels, guitars and cultural expectations - Alan Ward. Expectations can run deeper than you may at first think, especially if those expectations are based on decades of cultural information/misinformation. This may affect attitudes towards quality or acceptance of new ideas, including industry innovations. If we’re aiming to make changes in an organisation, we should look out for the deep-rooted expectations of what’s acceptable. High-heels have been a feature of women’s attire for centuries, especially since the latter half of the last century.
They’ve become a focus for discussing what’s acceptable in our society, to the extent of legislation in some countries banning companies from requiring its female workforce to wear heels. But also, from a moral perspective about whether wearing them can ever be required. Setting the moral and legal arguments aside, let’s take a quick look at what’s behind them. So we end up with a cultural expectation of femininity based on the shoe type. Consider a woman walking towards you. Empathy Map. What's it about? 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 is both a framework and a technique, and it’s typically developed collaboratively by a diverse team by placing sticky notes on a wall.
If you’d like to download a template of this poster, you can do so here. Developing a deeper understanding of your customers by understanding: Who they are in their worldWhere they spend their timeWho their friends areWhose opinions influence themWhat they SAY their deepest aspirations and beliefs areWhat feelings and beliefs ACTUALLY guide their behavior Who should use it? UNPACK: Create a four quadrant layout on paper or a whiteboard. SAY: What are some quotes and defining words your user said? DO: What actions and behaviors did you notice? THINK: What might your user be thinking? Empathy Map – Gamestorming.
Updated Empathy Map Canvas – The XPLANE Collection – Medium. We designed the Empathy Map at XPLANE many years ago, as part of a human-centered design toolkit we call Gamestorming. This particular tool helps teams develop deep, shared understanding and empathy for other people. People use it to help them improve customer experience, to navigate organizational politics, to design better work environments, and a host of other things. The Empathy Map has succeeded beyond our wildest dreams. It has been featured in the Stanford D School curriculum and in Harvard Business Review, where David Kelley, founder of IDEO, and his business partner Tom Kelley, listed it as one of “Three Creativity Challenges from IDEO’s Leaders.” Why update it? I have seen a lot of versions of the Empathy Map since we created it so many years ago, and they vary widely.
The Empathy Map was created with a pretty specific set of ideas and is designed as a framework to complement an exercise in developing empathy. So what’s new in this version? 1. 2. 3. 4. How to use it? 1. 2. 3. 4. Empathy Map. Why use an empathy Map Good design is grounded in a deep understanding of the person for whom you are designing. Designers have many techniques for developing this sort of empathy. An Empathy Map is one tool to help us synthesize our observations and draw out unexpected insights. We teach it as a synthesis tool to help quickly uncover latent user needs.
By introducing this synthesis tool and others, students are provided with tools to help them quickly go through their notes from needfinding in the field to distill down to what are the golden nuggets of opportunity. How to use an Empathy Map UNPACK: Create a four quadrant layout on paper or a whiteboard. Note that thoughts/beliefs and feelings/emotions cannot be observed directly. IDENTIFY NEEDS: “Needs” are human emotional or physical necessities and desires. How do we teach it? This can be introduced as a synthesis tool to be used after going to the field for needfinding. 2. 3.
Introduce the empathy map (5 min): -Have a few examples ready. Design Thinking: Empathy Maps – uxdict.io. Empathy Maps help to rapidly put your team in the user’s shoes and align on pains and gains — whether at the beginning of a project or mid-stream when you need to re-focus on your user. Empathy Map is a tool that helps designers empathize with the people for which they are designing a solution. With empathetic mapping the designer/developer put themselves in the position of the user. Empathy Maps can also be used to test a prototype design or in activities such as role playing to help better understand the needs of the user.
If your emotional abilities aren’t in hand, if you don’t have self-awareness, if you are not able to manage your distressing emotions, if you can’t have empathy and have effective relationships, then no matter how smart you are, you are not going to get very far. — Daniel Goleman What is Empathy ? Empathy is defined as ‘standing in someone else’s shoes’ or ‘seeing through the eyes of another’. Why Empathize ? How to Build an Empathy Map Hot Tips Don’t do it alone.