In today’s competitive world, businesses that succeed don’t just sell—they understand their customers deeply. Understanding your audience is the cornerstone of great marketing, product development, and customer service. One powerful tool that facilitates this understanding is the Empathy Map Framework. Whether you’re a startup founder, product designer, or marketer, mastering this framework can elevate how you connect with and deliver value to your customers.
This blog explores the Empathy Map Framework, including its origin, structure, applications, and a step-by-step guide to creating one. We’ll also provide tips, real-world examples, and templates to help you use this tool effectively.
What is the Empathy Map Framework?
The Empathy Map is a simple and visual framework used to gain deeper insights into your customers. Originally developed by Dave Gray, founder of XPLANE, the Empathy Map helps organizations step into their customers’ shoes to understand their needs, challenges, and motivations.
An empathy map is typically divided into six sections:
- Says: What does the customer say out loud in interviews or conversations?
- Thinks: What occupies the customer’s thoughts? What worries or excites them?
- Does: What actions or behaviors does the customer exhibit?
- Feels: What emotions are they experiencing? Are they frustrated, excited, or anxious?
- Pains: What obstacles, challenges, or negative experiences does the customer face?
- Gains: What are their goals, desires, or positive outcomes they hope to achieve?
Why Use the Empathy Map Framework?
The Empathy Map provides more than just data points—it delivers empathy-driven insights. Here are some key benefits:
- Enhanced Customer Understanding: It organizes customer insights into a cohesive and human-centered view.
- Improved Communication: Teams across departments can align around a shared understanding of the customer.
- Better Decision-Making: By understanding customer motivations, you can design products, services, and messaging that resonate.
- Increased Innovation: Identifying customer pain points and desires can spark new ideas and solutions.
How to Create an Empathy Map
Here’s a step-by-step guide to building an empathy map:
Step 1: Define Your Customer Persona
Begin by identifying the specific type of customer you want to understand. This might be a broad segment, like “working parents,” or a more focused group, such as “millennial parents who prefer online grocery shopping.”
Step 2: Gather Data
Use qualitative methods such as:
- Customer interviews: Speak directly with customers to understand their experiences.
- Surveys: Collect broader input from a larger audience.
- Behavioral observations: Observe how customers interact with your product or service.
- Social media listening: Analyze customer reviews, comments, and online discussions.
Step 3: Use the Empathy Map Template
Draw or print a large empathy map template. Divide it into the six sections: Says, Thinks, Does, Feels, Pains, Gains. Write the customer persona at the center.
Step 4: Fill in Each Section
For each section, organize your data as follows:
- Says: Write down direct quotes or paraphrases from interviews. For example:
- “I wish I could save more time on grocery shopping.”
- “I love apps that are easy to navigate.”
- Thinks: Reflect on what customers might be thinking but not voicing. Use phrases like:
- “Is this really worth the cost?”
- “Will this service work when I need it most?”
- Does: Note behaviors and actions:
- “Compares multiple options online before making a decision.”
- “Uses the app only during promotions.”
- Feels: Focus on emotions. Use words such as:
- Frustrated, anxious, excited, overwhelmed, satisfied.
- Pains: Highlight obstacles or challenges:
- “Slow app loading time.”
- “Limited product variety.”
- Gains: Identify what customers hope to achieve:
- “Convenience and speed.”
- “High-quality customer support.”
Step 5: Collaborate and Validate
Invite team members to contribute and review the empathy map. Validate the findings with additional customer research if needed.
Real-World Example: Empathy Map for an E-Commerce Grocery App
Imagine you’re designing an empathy map for a grocery app aimed at busy parents.
Persona: Lisa, a Working Mother
- Says:
- “I don’t have time to browse endlessly.”
- “I hate it when items are out of stock.”
- Thinks:
- “How can I save more money on essentials?”
- “Is this app reliable for weekly groceries?”
- Does:
- Shops online every Friday evening.
- Compares prices between two apps before purchasing.
- Feels:
- Stressed when deliveries are late.
- Relieved when she finds all items in one place.
- Pains:
- “Delivery fees are too high.”
- “Some apps don’t update their inventory.”
- Gains:
- Quick and seamless shopping.
- Notifications for discounts on her favorite products.
This empathy map helps the team address Lisa’s frustrations and tailor the app to her preferences.
Tips for Effective Empathy Mapping
- Focus on One Persona at a Time: Avoid blending different customer segments in one map.
- Be Specific: Generalizations dilute the map’s effectiveness. Use real quotes and data points.
- Revisit and Update: Customer preferences evolve, so update your empathy map regularly.
- Collaborate Across Teams: Involve marketing, design, and customer support teams for a holistic view.
Limitations of the Empathy Map Framework
While powerful, the Empathy Map has its limits:
- It relies heavily on qualitative data, which can be subjective.
- It might oversimplify customer insights if not paired with quantitative research.
- It doesn’t directly prioritize solutions; it’s a tool for understanding, not decision-making.
Pair it with frameworks like Personas, Customer Journey Maps, or Jobs to Be Done for a more robust customer understanding.
Downloadable Empathy Map Template
To get started, download our free Empathy Map template here. It’s editable and customizable for various industries.
Conclusion
The Empathy Map Framework is a powerful tool for businesses striving to connect with their customers on a deeper level. By capturing what customers say, think, feel, and do—and understanding their pains and gains—you can make better decisions, design better experiences, and ultimately build stronger relationships.
Start incorporating empathy maps into your workflow today and watch how they transform your approach to customer-centric design and innovation.
