Empathy Map

Empathy Map

2022/02/04

Empathy Map有幾個版本，Dave Grey原始的版本包括想法和感覺 (Think & Feel)、聽到了甚麼 (Hear)、看到了甚麼 (See)、說了甚麼 做了甚麼 (Say & Do)、痛苦 (Pain)、獲得 (Gain)。

也有人將Empathy Map當作整理訪談的工具並簡化為Says、Does、Thinks、Feels，認為Says跟Does是可觀察的，而Thinks跟Feels是推論。

Dave Grey後來又新增了goals也將pains與gains視為Think & Feel的一部分，稱之為Empathy Map Canvas。

  • How to Empathy Map (2:51) NN group

  • Introduction to empathy maps

    • Empathy maps — multiple viewpoints

    • How to use an empathy map?

      • After carefully observing the users, we can draw insights and conclusions:

        • IDENTIFY NEEDS

        • IDENTIFY INSIGHTS, PAINS & GAINS

    • How to empathize?

  • Updated Empathy Map Canvas (by Dave Grey, 2017)

    • So what’s new in this version?

      • Incorporated goals

      • Numbered the sections to make the intended sequence of activities in the exercise more explicit.

      • Made the “Think and Feel” element central and put it inside the head, to emphasize the difference between observable phenomena (outside the head) thoughts and feelings (inside the head), which can be guessed or inferred but never observed. Moved “Pains and Gains” from a box at the bottom to the inside of the head.

      • Added some thought-starter questions, to make it easier for teams to facilitate the exercise.

  • Empathy Map (by Dave Grey, 2017)

  • 了解使用者需求的利器 – 同理心地圖 (What Is an Empathy Map?) / Agile Coaching Tip: What Is an Empathy Map? (2016)

    • 想法和感覺 (Think & Feel)

    • 聽到了甚麼 (Hear)

    • 看到了甚麼 (See)

    • 說了甚麼、做了甚麼 (Say & Do)

    • 痛苦 (Pain)

    • 獲得 (Gain)

  • Empathy Mapping: The First Step in Design Thinking

    • Traditional empathy maps are split into 4 quadrants (Says, Thinks, Does, and Feels), with the user or persona in the middle.

      • Says

        • The Says quadrant contains what the user says out loud in an interview or some other usability study. Ideally, it contains verbatim and direct quotes from research.

      • Thinks

        • The Thinks quadrant captures what the user is thinking throughout the experience.

        • However, pay special attention to what users think, but may not be willing to vocalize. Try to understand why they are reluctant to share — are they unsure, self-conscious, polite, or afraid to tell others something?

      • Does

        • The Does quadrant encloses the actions the user takes. From the research, what does the user physically do? How does the user go about doing it?

      • Feels

        • The Feels quadrant is the user’s emotional state, often represented as an adjective plus a short sentence for context. Ask yourself: what worries the user? What does the user get excited about? How does the user feel about the experience?

    • Why Use Empathy Maps

      • Capture who a user or persona is

      • Communicate a user or persona to others

      • Collect data directly from the user

  • Empathy Map – Why and How to Use It

    • The four quadrants reflect four key traits, which the user demonstrated/possessed during the observation/research stage.

      • What did the user SAY?

        • Write down significant quotes and key words that the user said.

      • What did the user DO?

        • Describe which actions and behaviours you noticed or insert pictures or drawing.

      • What did the user THINK?

        • Dig deeper. What do you think that your user might be thinking? What are their motivations, their goals, their needs, their desires? What does this tell you about his or her beliefs?

      • How did the user FEEL?

        • What emotions might your user be feeling? Take subtle cues like body language and their choice of words and tone of voice into account.

    • Step 1: Fill out the Empathy Map

    • Step 2: Synthesise NEEDS

    • Step 3: Synthesise INSIGHTS

  • 10 Tips to Develop Better Empathy Maps

    • In an attempt to make empathy maps more specific to UX design, Paul Boag proposed a format that is much more useful for product design. The map contains a different set of categories:

      • Feelings – How is the user feeling about the experience? What matters to him or her?

      • Tasks – What tasks are users trying to complete?

      • Influences – What people, things, or places influence how the user acts?

      • Pain points – What pain points might the user be experiencing that they hope to overcome? What are their fears, frustrations, and anxieties?

      • Goals – What is the user’s ultimate goal? What are they trying to achieve?