Published on March 6, 2014
Innovation Tool guide to A short s Series EMPATHY MAPPING
1 Pick a perspective... •User •Customer •Segment •Stakeholder
2 Then ask: what are they... feeling doing seeing ? thinking hearing saying Empathy isn’t complicated—it’s a natural human response when you put truly put yourself in someone else’s shoes
2 Then ask: what are they... feeling doing seeing You might want to pick a context for this question e.g. when they visit our ofﬁces; make an initial enquiry; etc ? thinking hearing saying
3 Map out the ideas that you come up with using an empathy map Think and feel? Hear? Welc ome sign See & smell? Say and do? Pain? Download PDF Gain? Online template
Empathy map for ................................ Think and feel? Hear? See and smell? Say and do? Pain? Gain?
Empathy map Th ink ing ... Hearing... el Fe ... ng i Jason Managing Director ee S I’m... ... ng i Saying... Do ing ...
What does empathy mapping do? Empathy mapping changes your perspective It gets you out of your head... ...and into someone else's
Helps you to step into the shoes of your stakeholders, users and customers Helps you to understand how these alternative perspectives differ from your own The beneﬁts of empathy mapping Good business demands an in-depth understanding of people Creates a collaborative stakeholder-centric discussion Uncovers both potential gains that people are looking for and pains they want relief from
Find ways to take away identiﬁed pain points Engage staff in empathic idea generation Discover unmet needs Redesign your service or product around key stakeholder perspectives You can use empathy mapping to drive innovation Find areas for improvement that enhance the customer experience Tear down assumptions and speculation Discover surprising insights Better meet stakeholder / customer needs
Hints and tips You can download our blank empathy maps (pdf ) Print them out at A4/A3 or use them as A0 wall posters Download Post-it notes are your friends Use different colours to mean different things For example... Download Empathy Needs Insights Get your team working on empathy maps together
STOCKER PAR TNERSHIP The Stocker Partnership is a strategic innovation consultancy We help organisations to create and exploit new opportunities WE’RE NOT Matt Stocker 024 76 100 193 firstname.lastname@example.org @mattstocker www.stockerpartnership.com Debbie Stocker @debbiestocker Follow us on LinkedIn Subscribe to our blog Sign up to our newsletter BIG BUT WE ARE CLEVER Illustrations by Robin Boyd (www.robinboyd.co.uk), Stina Jones (stinajones.co.uk), and Matt Stocker
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