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同理心地图

The Empathy Mapping Play guides teams in the creation of empathy maps: visual representations of customer personas. Empathy maps can help you better understand your customers' needs.

铅笔图标
准备时间
15 分钟
跑表图标
运行时间
60 分钟
相互连接的人的图标
人数
3-6
Blue highlighted lines connected on a map.

同理心地图

The Empathy Mapping Play guides teams in the creation of empathy maps: visual representations of customer personas. Empathy maps can help you better understand your customers' needs.

Blue highlighted lines connected on a map.
铅笔
准备时间
15 分钟
跑表图标
运行时间
60 分钟
相互连接的人的图标
人数
3-6

同理心地图

The Empathy Mapping Play guides teams in the creation of empathy maps: visual representations of customer personas. Empathy maps can help you better understand your customers' needs.

铅笔图标
准备时间
15 分钟
跑表图标
运行时间
60 分钟
相互连接的人的图标
人数
3-6
Blue highlighted lines connected on a map.

您需要什么

远程

具有屏幕共享功能的视频会议

Empathy Map

面对面

会议空间

Empathy Map

Whiteboard or butcher paper

记号笔

计时器

可选模板

Atlassian 模板

运行本剧本的说明

Before you begin, determine what you’ll include in your empathy map — every organization’s empathy map, or persona map, will be unique. Our empathy map template may work for your team as-is, but we encourage you to make changes that suit your organization’s needs.

Most importantly: don’t guess, and don’t make assumptions. To determine what influences your customers, such as their behavior, surroundings, thoughts, and feelings, draw on interviews with actual customers before the session.

The empathy map you create will organize the raw information from those interviews and turn them into insights your team can use when designing improvements to your product or service. Explore the Customer Interview and Contextual Inquiry Plays for more details.

1. 准备实践活动 15 分钟

Select one to three personas and a product or service to explore during the session. You can create empathy maps for an existing product to better understand how your personas feel about it right now. Or, you can create an empathy map with a new product in mind to help articulate how you want customers to feel about it in its future state. It's up to you to determine what's best suited to your team.

Schedule a meeting and include a link to the personas you've selected and any user research or data you’d like everyone to review ahead of time.

Before the meeting begins, draw your empathy map on butcher paper or a whiteboard, and if you’re conducting your session remotely, pull your empathy map up on your screen and share it with participants. Print or share relevant data and personas to serve as cues.

2. 搭建舞台 5 分钟

As you begin the meeting, explain that the group's task for the hour is to immerse themselves in the target personas. This isn't a sterile tick-the-box exercise you can sleepwalk your way through — everyone should challenge themselves to imagine how customers really feel.

Review any information you shared prior to the session, and introduce the personas.

3. Run an empathy map example 5 分钟

Help team members prepare to morph into their customer persona by choosing an example persona unrelated to your product or service and running through a quick role-play.

For example, you could choose to map the persona of a 42-year-old man who likes breakfast cereal. Walk through the sections of your empathy map and explore what the persona:

  • Thinks and feels about their worries or aspirations. For example: "Wants to stay healthy. Worries about his cholesterol level."
  • Hears from people around them while using your product or service. For example: "Friends say high-fiber cereals are bland and tough to chew."
  • Sees while using your product or service. For example: "Reads the cereal box and looks for nutritional information. Wonders how nutritious it is."
  • Says and does in public or in private while using your product or service. For example: "Talking with his wife and preparing for the kids' school drop off run."
  • Experiences as a pain point or fear when using your product. For example: "Is annoyed our cereal gets soggy in milk quickly."
  • Experiences as a positive or gain when using your product. For example: "Tasty breakfast! Usually doesn’t feel hungry again until lunchtime."

Don’t spend too much time here. The goal of the empathy map example is just to get everyone in the right mindset and show first-timers how the process goes.

4. Fill in the empathy maps 15 分钟

Divide the team into groups of two or three people. Assign each group one of the personas, and allow everyone 10 - 15 minutes to fill in their empathy map. If you have more small groups, give them less time now so you’ll have more time later for each group to share their map with the larger group.

Add items as quickly as possible. Things that don’t belong can be pruned in the next step.

Pay special attention to pain points. You want to improve a product or service, right? Think about what the persona hears from friends or says about the product in terms of the pain points, complaints, or discomforts they experience when using it.

Discomfort is often the greatest motivator for change — you want to encourage the persona to move closer to your product, not farther away from it. Focus on those pain points and figure out how to achieve your goal.

专业提示

Feeling like a bit of fun? Bring in props like a hat, mask, or shirt to wear so you really get into the customer persona's mindset.

5. Present the empathy maps 30 分钟

Next, bring the groups back together to present their persona maps. As each small group presents, encourage the full group to raise questions or items for discussion.

You can ask:

  • What insights does the map reveal?
  • What assumptions are we making that need to be researched?
  • 我们在哪里有知识差距?

Refine the maps and make note of items that might warrant further investigation, discussion, or action.

6. Determine next steps 5 分钟

This exercise isn’t meant to exist in a vacuum. The idea is to pull at least one or two actionable insights out of this meeting — don’t settle for less!

Did you stumble on questions that need to be answered before moving ahead with your project? Assumptions that need to be validated? Ideas that should be investigated?

Discuss as a group what you learned from the empathy maps and how your insights can be applied as you work on your project or operate and improve your service.

Finally, assign tasks, owners, and due dates as necessary.

变体

Rather than having the facilitator or full-time owner select personas for the session, ask participants to choose them in advance of the session. This can increases the group's sense of ownership and engagement. You may be surprised at what the team comes up with!

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