Customer empathy map

A simple empathy tool to deep dive into the mind of your customer.
boardofinnovation-customer-empathy-map

What is this for?

Do you need to understand your future customer? The “customer empathy map” helps you:

  • Provide a basis for identifying the needs of the customer and opportunities for the project. It is a tool for the synthesis of information on the customer through visualization of what she/he says, does, thinks and feels.
  • Provides you with an understanding of possible situations arising from the context, behavior concerns and even the aspirations of the user. 

Step-by-step guide.

Step 1

Download this PDF and print it on an A3. You can also draw it out on a sheet of paper if you can’t print.

Step 2

Describe what the customer sees in her/his environment. Think about her/his friends, what does the market already offer.

Step 3

Describe how the environment influences the customer by asking questions like: What do friends say? What do influencers say? What does the boss say?

Step 4

Describe what the customer says and does. How does she/he behave toward others? What is the customer’s attitude in public? These questions will help you understand what the client is thinking and how he behaves in public.

Step 5

Describe how the customer thinks and feels by understanding how her/his mind works. The following questions can help you to complete step 5. What does really matter for the customer? What are her/his major occupations? What keeps the customer awake at night?

Step 6

What pains does the customer have? What are her/his frustrations and obstacles? Describe the difficulties the customer is facing during this experience.

Step 7

What are the customers’ gains? Describe the positive and promising attributes of the customer?

Customer empathy map

Get the pdf!

Fill in this form to get a pdf download of the tool.

Like it? Share it!

Share on linkedin
Share on facebook
Share on whatsapp
Share on email

Other relevant tools and guides

Innovation A to Z

A complete overview of the innovation funnel, with tips & tricks, tools and related methodologies. Everything you need to launch new products or services, or to re-design and improve existing ones. From blank page to development.

Business design playbook

The complete guide to develop, test, and grow new business ideas in as little as a few months, with all the tools you'll need to do it.

Virtual consultant

A complete overview of the innovation funnel, with tips & tricks, tools and related methodologies. Everything you need to launch new products or services, or to re-design and improve existing ones.

Feedback grid

A tool designed to help you structure the information gathered from user testing. Identify details that you might forget with this easy canvas.

Evaluation criteria

In order to determine which idea(s) to focus on, you must align as a team on the criteria in which you will be evaluating against.

Empathy interview guide

The interview guide is a tool designed to guide you during your first interviews with the customer or end users to better understand the right problems to solve. It’s the starting point of your empathy journey. Highly recommended before jumping into ideation.

Corporate innovation accelerator

A step by step approach to creating an innovation platform in your company.

Persona

The persona is a tool designed to help you visualize and better understand your customer segment. It is the starting point of your problem exploration journey.

Design thinking crash course

From 0 to 60 mph in design thinking in only 3 tools.

Insights selector

Identify which insights should be taken forward.

Problem validation script

This tool helps you go smoothly through your first problem validation interviews.

Fragment cards

Document stories and observations uncovered during empathy sessions.

Let's get in touch!