{"id":11312,"date":"2024-09-09T06:16:34","date_gmt":"2024-09-09T13:16:34","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=11312"},"modified":"2024-09-09T06:17:18","modified_gmt":"2024-09-09T13:17:18","slug":"the-practical-guide-to-empathy-map-creating-a-10-minute-persona","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/the-practical-guide-to-empathy-map-creating-a-10-minute-persona\/","title":{"rendered":"The Practical Guide to Empathy Maps: 10-Minute User Personas"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/Header_ThePracticalGuideToEmpathyMaps_1200x600-1024x512.png\" alt=\"Emapthy Map - The definitive guide\" class=\"wp-image-18753\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/Header_ThePracticalGuideToEmpathyMaps_1200x600-1024x512.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/Header_ThePracticalGuideToEmpathyMaps_1200x600-600x300.png 600w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/Header_ThePracticalGuideToEmpathyMaps_1200x600-768x384.png 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/Header_ThePracticalGuideToEmpathyMaps_1200x600.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Where does the empathy map come in?<\/p>\n\n\n\n<p>UX designers know better than anyone \u2014 it\u2019s what\u2019s <i>inside<\/i> that counts. As in, the user\u2019s thoughts and feelings, and how those affect what they say and do.<\/p>\n\n\n\n<p>When created correctly, empathy maps serve as the perfect lean user persona:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They quickly visualize user needs (especially to non-designers)<\/li>\n\n\n\n<li>They fit perfectly into a Lean UX workflow as a starting point for user knowledge (you\u2019ll build more as you prototype and test)<\/li>\n\n\n\n<li>Because they\u2019re quick to create, they\u2019re easy to iterate as you revise assumptions based on real data<\/li>\n\n\n\n<li>They prime stakeholders for your design ideas since they\u2019ve thought beyond their own experiences<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image011.jpg\" alt=\"Empathy Map Guide - 1\" class=\"wp-image-11314\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image011.jpg 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image011-400x300.jpg 400w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><i>Photo credit: \u201c<\/i><a href=\"https:\/\/uxmag.com\/articles\/how-to-use-persona-empathy-mapping\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><i>How to Use Persona Empathy Mapping<\/i><\/a><i>.\u201d Nikki Knox (UX Magazine).<\/i><\/p>\n\n\n\n<p>That\u2019s what this article is about: a clear-cut, all-inclusive guide on empathy maps, answering why, when, and how to use them.<\/p>\n\n\n\n<p>Let\u2019s get started.<\/p>\n\n\n\n<p>UXPin as a comprehensive design tool that facilitates empathetic design decisions by enabling real-time collaboration and feedback. With UXPin, teams can seamlessly integrate empathy maps into their design process, ensuring that user insights are effectively translated into actionable design solutions. <a href=\"https:\/\/www.uxpin.com\/sign-up\" target=\"_blank\" rel=\"noreferrer noopener\">Try UXPin for free<\/a>.<\/p>\n\n\n\n<section class=\"try-uxpin-banner\">\n    <div class=\"try-uxpin__container\">\n        <div class=\"try-uxpin__left\">\n            <p class=\"try-uxpin__heading\">Build advanced prototypes<\/p>\n            <p class=\"try-uxpin__text\">Design better products with States, Variables, Auto Layout and more.<\/p>\n            <a href=\"https:\/\/www.uxpin.com\/sign-up\" target=\"_blank\" rel=\"noopener\">\n                <button class=\"try-uxpin__button\">Try UXPin<\/button>\n            <\/a>\n        <\/div>\n        <div>\n            <img decoding=\"async\" src=\"https:\/\/uxpin.com\/studio\/wp-content\/themes\/uxpin-juggernaut\/img\/cta-banner-signup.png\" class=\"try-uxpin__image\" alt=\"Try UXPin\">\n        <\/div>\n    <\/div>\n<\/section>\n\n<style>\n.try-uxpin-banner {\n    margin: 40px 0px;\n}\n\n.try-uxpin__container {\n    display: flex;\n    max-width: 689px;\n    height: 210px;\n    padding: 20px;\n    padding-left: 24px;\n    border: 2px solid black;\n    border-radius: 4px;\n    align-items: center;\n    justify-content: space-between;\n    background-color: white;\n    box-shadow: 10px 10px black;\n}\n\n.try-uxpin__left {\n    width: 54%;\n}\n\n\n.try-uxpin__heading {\n    font-size: 28px !important;\n    font-weight: bold;\n}\n\n.try-uxpin__left p {\n    margin: 10px 0px !important;\n    color: black !important;\n}\n\n.try-uxpin__text {\n    margin: 0 !important;\n    font-size: 18px !important;\n    line-height: 22px !important;\n}\n\n.try-uxpin__button {\n    width: 135px;\n    height: 44px;\n    background: black;\n    margin: 10px 0px;\n    padding: 10px 20px;\n    border: none;\n    border-radius: 2px;\n    color: white;\n    font-size: 16px;\n    text-align: center;\n}\n\n.try-uxpin__button:hover {\n    cursor: pointer;\n}\n\n.try-uxpin__image {\n    max-width: 320px !important;\n    height: 200px;\n    margin-right: -21px;\n    margin-bottom: -6px;\n}\n\n@media (max-width: 760px) {\n    .try-uxpin__container {\n        height: auto;\n        margin: 10px;\n        align-items: left;\n    }\n}\n\n@media (max-width: 500px) {\n    .try-uxpin__container {\n        flex-direction: column;\n    }\n\n    .try-uxpin__left {\n        width: 100%;\n        align-items: normal;\n    }\n}\n\n<\/style>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What Are Empathy Maps?<\/h2>\n\n\n\n<p>An empathy map in UX design is a collaborative tool that helps teams better understand and visualize the user\u2019s perspective. It typically consists of four quadrants that explore what a user thinks, feels, says, and does. By filling out these sections, designers can develop a deeper understanding of user motivations, pain points, and behaviors, which helps guide more user-centered product decisions.<\/p>\n\n\n\n<p>Empathy maps are especially useful during the early stages of the design process to align teams on user insights and drive empathetic design solutions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When to Use Empathy Maps<\/h2>\n\n\n\n<p>Empathy maps are most useful at the beginning of the design process.<\/p>\n\n\n\n<p>Try to complete empathy maps before the product requirements, but after the initial user research. Product strategy is about solving problems, and empathy maps shed light on which problems to solve, and how. This also makes them a great tool for redesigns as well.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"759\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-1.png\" alt=\"Creating empathy map - UXPin\" class=\"wp-image-18756\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-1.png 1400w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-1-553x300.png 553w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-1-1024x555.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-1-768x416.png 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>When done well, empathy maps create a \u201cUX domino effect\u201d that affects the entire project. Empathy maps affect the product requirements, which affect the product strategy, which affects the wireframes, mockups, prototypes, etc.<\/p>\n\n\n\n<p>However, empathy maps work better if they\u2019re drawn from real data, so they should be made after user research like user interviews. But in a pinch, empathy maps can still be built on your existing knowledge and stakeholder feedback. Quick basic empathy maps offer valuable insight in any meeting \u2014 hence the \u201c10-minute persona\u201d nickname.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Empathy Map Format<\/h2>\n\n\n\n<p>A common UX empathy map is divided into four quadrants, outlining notes on four different aspects of the user\u2019s internal experience. The quadrants can vary based on needs and preferences, but almost always contain:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Thoughts \u2014 <\/b>Quotes of what the user is thinking, i.e., \u201cI wonder if there\u2019s an example?\u201d or \u201cI hope this doesn\u2019t take long.\u201d<\/li>\n\n\n\n<li><b>Feelings \u2014 <\/b>The user\u2019s emotional state, i.e. \u201cis confused by the navigation and <a href=\"https:\/\/www.uxpin.com\/studio\/blog\/bad-ux-makes-users-blame\/\" target=\"_blank\" rel=\"noopener noreferrer\">blames themselves<\/a>.\u201d<\/li>\n\n\n\n<li><b>Actions \u2014<\/b> The user\u2019s behaviors, whether in general or in response to a specific instigator, i.e., \u201creturns to the home page every time they don\u2019t know where to go.\u201d<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"1100\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-2.png\" alt=\"Empathy Map Guide - UXPin\" class=\"wp-image-18754\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-2.png 1400w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-2-382x300.png 382w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-2-1024x805.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-2-768x603.png 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p><i>Photo credit: \u201c<\/i><a href=\"https:\/\/boagworld.com\/usability\/adapting-empathy-maps-for-ux-design\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><i>Adapting empathy maps for UX design<\/i><\/a><i>.\u201d Paul Boag (boagworld). <\/i><\/p>\n\n\n\n<p>Some common variants include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Sights \u2014 <\/b>Where the user\u2019s eyes go, i.e., \u201cloves the colorful mascot.\u201d<\/li>\n\n\n\n<li><b>Quotes \u2014 <\/b>Things the user says, similar to thoughts. Can be pulled word-for-word from user interviews, or based on existing knowledge.<\/li>\n\n\n\n<li><b>Influences \u2014 <\/b>What the user has heard from third parties that might influence how they act, i.e., \u201cThey say this is easier to use than Photoshop.\u201d<\/li>\n<\/ul>\n\n\n\n<p>In addition, at the bottom in some empty space, it\u2019s always a good idea to include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Problems (\u201cPains\u201d) \u2014 <\/b>Any obstacles worth considering, i.e., an unfamiliarity with technology, or a short attention span.<\/li>\n\n\n\n<li><b>Goals (\u201cGains\u201d) \u2014<\/b> What the user hopes to accomplish, i.e., complete the task within 5 minutes. \u00a0<\/li>\n<\/ul>\n\n\n\n<p>Alternatively, you can summarize the above two areas by filling in the simple statement, \u201cThe user needs a way to ________________ because ________________.\u201d Pay attention to the second blank, since user motivation is the real raw material for feature ideas.<\/p>\n\n\n\n<p>Last, you may want to leave a space for general notes, such as the type of device the user is accessing your product from.<\/p>\n\n\n\n<p>Optionally, it may help to include a picture of the user to make the document feel more real.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Empathy Map &#8211; The Creation Process&nbsp;<\/h2>\n\n\n\n<p>It\u2019s important to note that empathy maps can be created for a general understanding, or for specific tasks and situations. Broad empathy maps are more useful as quick user personas because they are not based on a single user scenario. If you can spare the time, you could create several task-based empathy maps to feed into more detailed personas.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"423\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image031.png\" alt=\"Empathy Map - creation process\" class=\"wp-image-11316\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image031.png 700w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/image031-496x300.png 496w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>For example, if you\u2019re working on a web app redesign and notice users having difficulty logging in, you can center around the user\u2019s mind as they complete (or ignore) this task. But this information is most relevant to this particular context (logging in). You won\u2019t understand why a user would want to use your web app in the first place.<\/p>\n\n\n\n<p>Let\u2019s examine how to create a broad empathy map as a 10-minute user persona. Before you start the exercise, you will need at least basic understanding of your user segments (e.g. Sally the College Student, Sean the Young Professional). &nbsp;&nbsp;<\/p>\n\n\n\n<p>1. Find a whiteboard, a <a href=\"http:\/\/www.amazon.com\/3M-Chart-30-Inches-White-40-Sheets\/dp\/B000BL0TDG\">large flip chart<\/a>, or print out this <a href=\"http:\/\/www.ijlan.nl\/wp-content\/uploads\/2012\/04\/empathy-map-poster.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">free template<\/a>.<\/p>\n\n\n\n<p>2. Set aside 30 minutes to 1 hour for the session.<\/p>\n\n\n\n<p>3. Invite the core product team members: product manager, developers, marketers, and of course other designers.<\/p>\n\n\n\n<p>4. Ask a broad question to help unpack everyone\u2019s thoughts and assumptions, e.g. \u201cWhy would somebody buy a new iPhone?\u201d<\/p>\n\n\n\n<p>5. Set aside sheets of paper or space on the whiteboard according to the user segments (e.g. one for Sally, one for Sean).<\/p>\n\n\n\n<p>6. Hand out sticky notes and encourage everyone to write down their thoughts regarding each of the empathy map\u2019s four quadrants.<\/p>\n\n\n\n<p>7. Review the completed empathy map and discuss any patterns and outliers.<\/p>\n\n\n\n<p>As you might expect, sometimes it\u2019s difficult to get the creative juices flowing and\/or really pinpoint the issues at hand. If your team is stuck, Demian Farnworth of the <a href=\"http:\/\/www.copyblogger.com\/empathy-maps\/\" rel=\"nofollow\"> Copyblogger<\/a> recommends a moderator posing questions like these to help team members better visualize their users:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What environment are the users in when using your product?<\/li>\n\n\n\n<li>Are they having fun, or do they want to get it over with?<\/li>\n\n\n\n<li>What\u2019s their life like outside of using the product?<\/li>\n\n\n\n<li>What kind of day are they having?<\/li>\n<\/ul>\n\n\n\n<p>If all else fails, try a bit of role-playing, where one person \u201cplays\u201d the user, and ask them questions or play the role of the product, eliciting responses.<\/p>\n\n\n\n<p>At the end of the session, wrap up what was learned. Did anyone\u2019s opinions change? Is there a better direction to go with the product design? Were any of the responses based on data, or pure assumption? These answers are partly why you made an empathy map in the first place.<\/p>\n\n\n\n<p>Remember that the benefit of empathy maps are their convenience. They\u2019re designed to be a quick collaborative exercise rather than exhaustively thorough. You\u2019ll gather more important insights once you\u2019ve started prototyping and testing your designs with at least 5 users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What to Do With Finished Empathy Maps<\/h2>\n\n\n\n<p>While a large part of empathy maps\u2019 utility are the process of making them, they are still quite useful as documentation.<\/p>\n\n\n\n<p>Share the results of the empathy map with anyone on the product team who wasn\u2019t able to join the exercise. Executive stakeholders, too, might be interested in the more actionable takeaways from the exercise \u2014 although you should explain the bottom line upfront, and the reasoning afterward.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1420\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-3-scaled.jpg\" alt=\"Emapthy Map with UXPin\" class=\"wp-image-18755\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-3-scaled.jpg 2560w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-3-scaled-541x300.jpg 541w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-3-scaled-1024x568.jpg 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-3-scaled-768x426.jpg 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-3-scaled-1536x852.jpg 1536w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/EmpathyMaps-3-scaled-2048x1136.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>If you happen to be using <a href=\"https:\/\/www.uxpin.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">UXPin<\/a>, you can also upload a picture of the empathy map into your UX project so that others can comment on it as needed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Next Steps<\/h2>\n\n\n\n<p>While broad empathy maps aren\u2019t the most thorough personas, they certainly help everyone think more like a user while checking their own assumptions. Certainly not a bad result for a single 30-60 minute workshop.<\/p>\n\n\n\n<p>If you&#8217;re looking for a way to integrate empathy maps into your UX design process seamlessly, consider using UXPin. It offers powerful collaboration tools that allow teams to work together in real-time, making it easier to incorporate user insights into your designs. With UXPin\u2019s interactive prototyping and design system features, you can bring empathy-driven design to life while maintaining consistency and functionality. <a href=\"https:\/\/www.uxpin.com\/sign-up\" target=\"_blank\" rel=\"noreferrer noopener\">Try UXPin for free<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-button is-style-fill\"><center><a class=\"btn btn-flat btn-large btn-content-width\" href=\"https:\/\/www.uxpin.com\/sign-up\" target=\"_blank\" rel=\"noopener\">Try UXPin for free<\/a><\/center><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A step-by-step process to creating an empathy map as a lean user persona. <\/p>\n","protected":false},"author":3,"featured_media":18753,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,18,21,6],"tags":[],"class_list":["post-11312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-process","category-usability-2","category-ux-design"],"yoast_title":"Empathy Map the Definitive Guide: Creating 10-Minute User Persona","yoast_metadesc":"A step-by-step process to creating an empathy map as a lean user persona with examples from leading design tool - UXPin.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Empathy Map the Definitive Guide: Creating 10-Minute User Persona<\/title>\n<meta name=\"description\" content=\"A step-by-step process to creating an empathy map as a lean user persona with examples from leading design tool - UXPin.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.uxpin.com\/studio\/blog\/the-practical-guide-to-empathy-map-creating-a-10-minute-persona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Practical Guide to Empathy Maps: 10-Minute User Personas\" \/>\n<meta property=\"og:description\" content=\"A step-by-step process to creating an empathy map as a lean user persona with examples from leading design tool - 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