Empathy Mapping the Customer Experience

After conducting market research, it's time to empathise with consumers and embrace their feedback.

Using Empathy to strengthen communication

People's mindset has changed and, with it, the specific needs of consumers. As a business, it is fundamental to understand these changes: if you want to be relevant to your customers, you must understand their needs. The best way to capture these needs is to put yourself in the shoes of your customers, a process is known as 'Empathy Mapping'.

Using Empathy to strengthen communication

After conducting market research, it's time to empathise with consumers and embrace their feedback.

People's mindset has changed and, with it, the specific needs of consumers. As a business, it is fundamental to understand these changes: if you want to be relevant to your customers, you must understand their needs. The best way to capture these needs is to put yourself in the shoes of your customers, a process is known as 'Empathy Mapping'.

In this process, you map out the needs of your customers in four steps. If you do it visually, that could definitely help.

EMPATHY: The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experiences of another individual.

According to the data you have and your experience who are the "users" involved?

Name them.

Have they changed from before or is it the same reference group? Try to define who is your 'typical' new customer.

What has changed in the needs of your customers?

Point these changes out.

What are their needs now? How do they differ from their previous needs? What are their most urgent needs?

What do your customers find particularly difficult to achieve?

Address their struggles.

What are their new struggles? What are they trying to achieve? Where do you find pain points across their journey?

How do customers behave and think on a daily basis?

Put yourself into their shoes.

What do they do on a daily basis? How do they think? How do they behave in their natural environment?

Download the Empathy Mapping Template below.

Template material
Template material

Empathy Mapping Template

Template material

Empathy Mapping Template

Using Empathy to strengthen communication

People's mindset has changed and, with it, the specific needs of consumers. As a business, it is fundamental to understand these changes: if you want to be relevant to your customers, you must understand their needs. The best way to capture these needs is to put yourself in the shoes of your customers, a process is known as 'Empathy Mapping'.