What does my customer think, say, do, and feel?
Empathy map is a tool that helps to understand better our client or target persona and to focus their motivations, interests, and expected outcomes. It aims to draw a detailed profile for each persona, client and/or potential client, allowing you to know and understand their needs and problems and subsequently create the most effective strategy for them.
Empathy means understanding the other person by empathizing with his or her experience, looking at the ecosystem from his or her point of view, addressing his or her problems and figuring our his or her needs.
How to use the Empathy Map canvas
1. Start by drawing a profile of your target persona.
2. Second step
Ask yourself questions that open up different perspectives: what do you really feel and think? What is important to the target persona?
3. Third step
What emotions feels. What the persona is attracted from to and what could keep her/him awake at night?
4. Fourth step
What is the persona's attitude when she/he is with other people and what might she/he say? How does she/he behave? Is there a conflict between what she/he says and what she/he really feels?
5. Fifth step
What does the persona do? How does she/he face his challenges? What actions does she/he take when performing her/his tasks?
Then, continue your analysis on the Empathy Map what surrounds the target persona.
6. Sixth step
What motivates or blocks the persona? What are her/his dreams, aspirations and expectations?
7. Seventh step
What leads the persona to adopt a certain behavior? Are there figures around her/him who can influence her/him?
Is this tool right for you?
Tell us about yourself and try it!
