Empathy Mapping
Empathy Maps help us step into our audiences’ shoes to better understand their needs, wants, and behaviors. Through this process, we can begin to identify pain points and opportunities.
Example Scenario: A donor or volunteer is looking for meaningful ways to deepen their relationship with your organization.
Instructions:
Define the scenario/persona:
Identify the audience you want to better understand and what they are seeking from your organization.
Draw the map:
Divide your workspace into four quadrants: Says, Does, Thinks and Feels. Sketch your persona in the center of the map.
Gather observations:
Brainstorm and record how your persona experiences the scenario, with each person writing one observation per sticky note and placing it in the designated quadrant.
Note unknowns:
Capture any unknowns, assumptions, or questions that arise and note them for future investigation or validation.
Discuss and synthesize:
Discuss your observations as a group and fill in any gaps in understanding.
Notes:
Because developing empathy is a collaborative process, encourage others to contribute their insights.
Go beyond demographics and consider the persona’s strengths, motivations, values, and barriers.
If possible, include stakeholders in the creation of the map to validate or invalidate contributions.