There are so many tools to make the digital experience easier nowadays. If this continues, how can you earn engagement and adoption in an ever-increasing noisy world and stand out?
Here empathy mapping comes in! The best thing that you can do is going out and communicating with users to build empathy for their needs & desires.
It is a simple and effective tool with a four-quadrant system that actively listen to your customers and promptly systematize that observation, categorizing what these users see, hear, think, feel, say, and do. While this isn’t an entirely new concept, managing those observations and turning them into appreciable output is where many competitors fall.
Empathy maps are surely a great key to comprehend your customers’ that helps to consider what customers’ want- not what you think they want.
The process starts with creating and choosing your customer segment. You must get into the character’s world and fill in all the important sections. Each section mirror what users do when they go through an experience, as well as what happens in their environment while interacting with your product. The essential sections of an empathy map are explained below:
- Think and feel
This section includes information about the customer’s mental state like frustration or delight. What would he be thinking and feeling while using your product? Most often, product designers’ focus only on positive thoughts, ignore negative thoughts even though these are equally important to retain users.
How would people around (like family, friends) respond while the customer is testing your product? They surely have a great influence on the user’s thinking about your product. If he hears constructive things about your product from reliable people, it will create a positive influence on him even before he starts using that.
What the customer notices while using your product. For example, you can specify what people like friends, family of the user might do while the user is testing a product.
- Say and do
Whatever the customer might be experiencing while using your product or service falls under this quadrant. You must collect the actual words by the user while interacting with a product/service. Some feedback might not be in favor like “I don’t like that product image” but if you feel it’s interesting, jot it down!
Empathy Map, Image credit – UXPin
What are the pains customers may be looking to solve when they use your product? You should try to gather all the threats and challenges that may come in the customer’s way.
What the customer is actually gaining from using your product? A simple scheme will help you compile these gains: “They need a way to __ because __.” You should focus on the latter blank, as it affects user interest directly.
The crucial sections of this empathy map are these pains and gains since these provide a bunch of explanations that you can utilize to make improved decisions.
You may ask questions to extract deeper insights about the persona. Consider asking the following questions:
- What are the important parts of their day-to-day routine?
- What are they anxious about? What do they fear?
- What are their aspirations?
- When using the product, what are they hearing around them?
- What would the customer see while using the product in their environment?
- What do they hear from friends, family, or colleagues, and how does this influence them to buy/not buy the product?
- What benefits might the user experience when using the product?
- What does this person say and do while using it? How would that vary in a private or public ambiance?
The more people involved in, the better, as well as more realistic empathy map is generated. Businesses and entrepreneurs should create their customers’ profiles to understand them better as well as for the advancement of products and campaigns that resonate with users and drive success.
Written by Nusrat Zerin
Member, Startup Chattogram