Empathy Maps

As a first step we usually need to gain data through surveys or interviewing the users .So we prepare our interview questions and once we get the required information , we further analyze the data by creating Empathy Maps .

There are two types of empathy maps

1. One-user Empathy Maps

2. Aggregated Empathy Maps

Say's contains the actual words of user and we need to focus on the pain points repeated by the user .We usually write it in double quotes .

For eg: In the above persona regarding coffee shop

"I dont mind paying a little extra but the food should be healthy to keep myself fit "

"I dont have time to cook for myself and eat healthy food"

Thinks contains a summary of the thoughts expressed or put forward by the user or the feelings the user conveyed through their gestures.

for eg:

Would like to have warm drinks with extra caffeine as per requirement .

would like to avoid having delays in order pickups.

I wish there was a personalized menu i could select to which i could subscribe every month .

Does contains the actions taken by the user to the challenges faced .

I took the owners no so that i could call up and ask in order to avoid the pickup delays .

Feels contains list of the feelings expressed by the user .

I'm worried about my health .

It makes me anxious as I feel I don't have enough options to choose a healthy diet and end up selecting something to avoid staying Hungry .

Another example of a persona created from the details in empathy map and surveys .