User Experience (UX) service

Empathy mapping

Empathy maps are a way of representing how your users behave and feel.

What is it?

Empathy maps depict different aspects of what your users experience as they use your product or service. It is typically split into sections outlining what they are thinking, seeing, saying, hearing, doing and feeling.

When to use

Create an empathy map during a discovery phase, once you have begun to develop an understanding of your users. Alternatively, collaborate directly with your users to create empathy maps during a workshop.

How to


The Gamestorming book and website contains further information about empathy mapping, including a template you can use.

Empathy map - Gamestorming

Further reading

An empathy map example - Website and Communications blog

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