Preparation
01 · Define the purpose
- What goal do you want to achieve? Gain a better understanding of users or customers. Explore different perspectives within a team. Reflect on the emotions and experiences of a target group.
- Gain a better understanding of users or customers.
- Explore different perspectives within a team.
- Reflect on the emotions and experiences of a target group.
02 · Prepare materials
- Empathy Map templates with the following sections: What does the person think and feel? What do they see? What do they hear? What do they say and do? Pain points (Challenges) Motivations (Gains)
- What does the person think and feel?
- What do they see?
- What do they hear?
- What do they say and do?
- Pain points (Challenges)
- Motivations (Gains)
- Markers, sticky notes, and paper to document ideas.
- Optional: Digital tools for virtual activities.
03 · Set up the space
- In-person: Work tables for small groups with enough space to write and place notes.
- Virtual: Online collaborative boards where participants can interact in real time.
Step-by-step instructions
1
Introduction to the purpose
- Explain to participants that they will work in teams to put themselves in the shoes of another person or group (user, customer, teammate).
- Emphasize the importance of empathy in better understanding needs and generating effective solutions.
2
Presenting the context
- Define the profile or case of the target person or group.
- Example: "A customer using our product for the first time" or "A student struggling with online learning."
3
Divide into small groups
- Form teams of 4 to 6 people.
- Provide each group with an Empathy Map template (physical or digital).
4
Filling out the Empathy Map
- Participants work together to complete each section of the map:
- What does the person think and feel?: Reflect on emotions, concerns, and aspirations.
- What do they see?: Describe their visual environment (physical, social, digital surroundings).
- What do they hear?: Identify external influences such as advice, opinions, or messages.
- What do they say and do?: Analyze behaviors, language, and observable actions.
- Pain points: Identify frustrations, obstacles, or problems.
- Motivations: Explore desires, needs, and benefits they seek.
5
Group discussion and analysis
- Each group presents their map to the rest of the team.
- Facilitate a discussion to identify patterns, key insights, and possible solutions based on the analysis.
6
Closing and key takeaways
- Reflect on how the exercise helped improve understanding of the target profile.
- Record the most relevant ideas and discuss how they can be applied in product, service, or process design.
Materials
Empathy Map templates (printed or digital).
Sticky notes and markers.
Practical recommendations
Encourage creativity
Motivate participants to be imaginative and detailed in their responses.
Maintain a constructive approach
Ensure that discussions remain respectful and productive.
Customize the case
Adapt the target profile according to the purpose of the activity.
Inspiration
Examples of customized empathy maps
- Empathy map for students:
- What do they think and feel about their learning?
- What resources or support do they see available?
- What do they hear from their peers and teachers?
- What challenges frustrate them in their learning process?
- What achievements or progress motivate them to move forward?
- Empathy map for technology users:
- What do they think and feel when using the tool?
- What do they say and do while interacting with the product?
- What pain points do they face during usage?
- What features or functions do they expect to find?
- What benefits do effective technological solutions bring them?
- Empathy map for employees:
- What do they think and feel about their role in the organization?
- What obstacles do they perceive in their work environment?
- What do they hear from colleagues or leaders?
- What actions do they take to achieve their goals?
- What motivates them to stay engaged with their team?
- Empathy map for service customers:
- What do they expect from the service provided?
- What do they see in the customer service process?
- What frustrations do they experience when using the service?
- What needs are they trying to fulfill?
- What positive experiences build their loyalty as customers?
- Empathy map for local communities:
- What do they think and feel about their immediate surroundings?
- What resources do they observe available in their community?
- What do they hear from other members about local challenges?
- What actions do they take to get involved in change?
- What results do they hope to achieve through community collaboration?
