Empathy Mapping: The First Step in Design Thinking

Empathy Mapping: The First Step in Design Thinking

1. EMPATHY MAP

2. Empathy Map a a 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

3. 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams? Empathy Map

4. Empathy Map 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

5. Empathy Map 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

6. Empathy Map 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

7. Empathy Map 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

8. Empathy Map 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

9. Empathy Map 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

10. Empathy Map 1.WHO ARE WE EMPATHIZING WITH? Who is the person we want to understand ? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What is the situation they are in? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What is their role the situation ? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna.

11. Empathy Map 2.WHAT DO THEY NEED TO DO? What do they need to do differently? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What job(s) do they want or need to get done? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What decision(s) do they need to make? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. How will we know they were successful? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna.

12. Empathy Map 3.WHAT DO THEY SEE? What do they see in the marketplace? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What do they see in their immediate environment? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What do they see others saying and coming? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What are they watching and reading? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna.

13. Empathy Map 4.WHAT DO THEY SAY? What have we heard them say? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What can we imagine them saying? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna.

14. Empathy Map 5.WHAT DO THEY DO? What do they do today? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What behavior have we observed? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What can we imagine them doing? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna.

15. Empathy Map 6.WHAT DO THEY HEAR? What are they hearing others say? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What are they hearing from friends? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What are they hearing from colleagues? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. What are they hearing second-hand? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna.

16. Empathy Map 7.WHAT DO THEY THINK AND FEEL? PAINS - What are their fears, frustations and anxieties? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna. GAINS - What are Their wants, needs, Hopes And dreams? Lorem ipsum dolor sit amet , consectetuer adipiscing elit . Maecenas porttitor congue massa. Fusce posuere , magna sed pulvinar ultricies , purus lectus malesuada libero, sit amet commodo magna eros quis urna.

17. Empathy Map WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? What do they SAY? What have we heard them say? What can we imagine them saying? What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams? 1 2 3 4 5 6 7

18. Empathy Map WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? What do they SAY? What have we heard them say? What can we imagine them saying? What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams? 1 2 3 4 5 6 7

19. Empathy Map a a a 1.WHO are we empathizing with? Item Lorem Ipsum Lorem 2.What do they need to DO? Item Lorem Ipsum Lorem 3.What do they SEE? Item Lorem Ipsum Lorem 4.What do they SAY? Item Lorem Ipsum Lorem 5.What do they DO? Item Lorem Ipsum Lorem 2.What do they need to DO? Item Lorem Ipsum Lorem 7.What do they THINK and FEEL? Item Lorem Ipsum Lorem

20. Empathy Map Item Lorem Ipsum Lorem Item Lorem Ipsum Lorem Item Lorem Ipsum Lorem Item Lorem Ipsum Lorem Item Lorem Ipsum Lorem Item Lorem Ipsum Lorem Item Lorem Ipsum Lorem

21. Empathy Map

22. a a a 1.WHO are we empathizing with? Item Lorem Ipsum Lorem 2.What do they need to DO? Item Lorem Ipsum Lorem 3.What do they SEE? Item Lorem Ipsum Lorem 4.What do they SAY? Item Lorem Ipsum Lorem 5.What do they DO? Item Lorem Ipsum Lorem 2.What do they need to DO? Item Lorem Ipsum Lorem 7.What do they THINK and FEEL? Item Lorem Ipsum Lorem

23. a a a 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

24. 1.WHO are we empathizing with? Who is the person we want to understand ? What is the situation they are in? What is their role the situation ? 2.What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? 3.What do they SEE? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and coming? What are they watching and reading? 4.What do they SAY? What have we heard them say? What can we imagine them saying? 5.What do they DO? What do they do today? What behavior have we observed? What can we imagine them doing? 6.What do they HEAR? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? 7.What do they THINK and FEEL? PAINS What are their fears, frustations and anxieties? GAINS What are Their wants, needs, Hopes And dreams?

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