Empathy maps are needed to establish a shared understanding of the user and to understand and prioritise user needs. Generating empathy with the stakeholders highlights weaknesses in the project, uncovers user needs that the user themselves may not even be aware of, develops an understanding of  what drives users’ behaviours, and eventually be a guide towards meaningful innovation.

- To self assess

- to define problem(s)

The stakeholders are either gathered together to discuss the ‘anatomy’ of the challenge or are interviewed individually or in groups to inform the team that visualises the empathy map

After user groups have been identified, interviewed and target personas have been established, the journeys and experience need to be reflected upon. What they said, thought, felt and did during the interactions need to be mapped out in order to create a canvas. This can further be analysed to  bring out gaps in the project.

When all the sections are complete, they need to be reflected upon. The participants can share their thoughts on the experience and how it changed their perspectives or if it produced new insights. The purpose of the exercise is to put the user at the centre of the participants’ minds. If the exercise leaves a lasting impact on the people who participated, it can be considered a success.

Various visual templates exist for empathy maps, but the core idea is conveyed in all of them. Say, Do, Think, Feel sections are standard, but additional sections of pain-points and how to relieve them can also be added to result in a more well-rounded graphic.