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.
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.
Describe what the customer sees in her/his environment. Think about her/his friends, what does the market already offer.
Describe how the environment influences the customer by asking questions like: What do friends say? What do influencers say? What does the boss say?
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.
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?
What pains does the customer have? What are her/his frustrations and obstacles? Describe the difficulties the customer is facing during this experience.
What are the customers’ gains? Describe the positive and promising attributes of the customer?
Customer empathy map
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