Empathy Maps Notes

Introduction

  • Empathy maps are visualizations that explain what designers have learned about a type of user.

  • They consist of four squares representing what the user says, does, thinks, and feels.

  • The word "user" is placed in the middle where the squares intersect.

Types of Empathy Maps

  • One-user empathy maps: Record feedback from a single user.

  • Aggregated empathy maps: Consolidate feedback from a group of users.

One-User Empathy Map

  • Example: Building an app for food delivery in 30 minutes or less.

Says

  • Represents what the user says during the interview; use direct quotes if possible.

  • Example quote from Simone: "I wish food delivery apps provided more accurate time estimates."

Does

  • Focuses on the user's actions or behaviors.

  • Includes actions shared in responses or physical actions during the interview.

  • Example: Simone only orders delivery when eating at home alone.

Thinks

  • Includes what the user thinks but does not explicitly say; inferred through observation.

  • Facial expressions can be indicative.

  • Example: A furrowed brow might indicate Simone's skepticism about a 30-minute guarantee.

Feels

  • Captures what the user feels.

  • Can be determined by asking open-ended questions during the interview.

  • Example question: "How do you feel when you try to place delivery orders through an app?"

Aggregated Empathy Maps

  • Represent a visualization of what designers know about an entire user segment or group of similar users.

  • Similar structure to one-user empathy maps (says, does, thinks, feels).

  • Include information gathered from multiple users.

Example

  • Interviews with Simone, Miranda, and Lewis regarding food delivery app experiences.

Says

  • Combine similar quotes from multiple users.

  • Simone: "I wish food delivery apps provided more accurate time estimates."

  • Lewis: "I wish I could live track my food delivery."

Does

  • Common actions shared by multiple users.

  • Miranda and Lewis: Order delivery on weeknights more often than weekends.

Thinks

  • Thoughts expressed by users.

  • Lewis: It would be nice if their favorite restaurants had a delivery option.

Feels

  • Feelings expressed by users regarding their experiences.

  • Simone: Expressed frustration with the lack of direction in most food delivery apps.

  • Lewis: Stated feeling annoyed with trying to navigate delivery apps.

Creating Aggregated Empathy Maps

  • Aim to represent an entire user segment interviewed.

  • Each map should reflect a different user segment with specific thoughts and needs.

  • Example: Separate maps for users who find the app easy to use versus those who find it frustrating.