Empathy Map
What a person says, thinks, does and feels
- PhaseUnderstand
- Group3 to 12 people
- Time30 minutes
- SettingRoom or remote
- ExecutivesYes
What it is
An empathy map is a one-page tool for capturing what one person says, thinks, does and feels about their work. It keeps a team grounded in what was observed rather than assumed, and it makes the gap between what people say and what they do easy to see.
When to use it
Before designing for a role, when assumptions about how someone feels about AI have not been tested.
When to skip it
When you have no real input from the person. Fill it from interviews or observation, never from guesses.
How to run it
- 3 minChoose one person or role and name them at the centre.
- 12 minSilent notes into the four quadrants, from interviews or observation. One idea per note.
- 5 minEach person reads their notes aloud without commentary.
- 5 minCluster the notes and name the pattern in each quadrant.
- 5 minMark the three things that surprised you.
About 30 minutes of method time. Add ten to fifteen minutes to open and close the session.
What to watch for
Blending several roles into one average person. Writing what you wish they felt.
The AI lens
Add one question to the map: what do they hope AI will do for them, and what do they fear it will do to them?
What you leave with
A shared picture of one role, with surprises marked and the hopes and fears about AI in plain words.
An example
Mapping a claims handler's experience of triage might show that she says the queue is fine, privately worries about getting a high-value case wrong, and in practice keeps a personal spreadsheet to track duplicates.
How it compares
An Empathy Map describes one person at one moment. A Journey Map follows an experience over time, and a Stakeholder and Impact Map covers many people at once.
Related methods
Questions
What is Empathy Map?
An empathy map is a one-page tool for capturing what one person says, thinks, does and feels about their work. It keeps a team grounded in what was observed rather than assumed, and it makes the gap between what people say and what they do easy to see.
When should I use Empathy Map?
Before designing for a role, when assumptions about how someone feels about AI have not been tested.
How long does Empathy Map take and how many people do I need?
Empathy Map takes about 30 minutes and suits 3 to 12 people, plus a facilitator. Add ten to fifteen minutes to open and close the session.
How is Empathy Map different from other methods?
An Empathy Map describes one person at one moment. A Journey Map follows an experience over time, and a Stakeholder and Impact Map covers many people at once.
Can I run Empathy Map remotely or with executives?
Yes. Empathy Map works in the room or remotely. Remotely, put the canvas on a shared board in advance and write silently in the board, not in chat. Executives: Yes, works with executives present.