Explore Your Customers' Needs with Empathy Mapping

“Success is not delivering a feature; success is learning how to solve a customer’s problem.”  ~ Scott Cook, founder of Intuit*

If this is true, then the next question is: what is your customer’s problem? Unfortunately there’s no magic trick to figure out what customers need. But there is a simple technique that can help you gain insights and build empathy for them.

Empathy mapping is a simple activity that you can facilitate with stakeholders (or anyone responsible for delivering products and services) to build empathy for your end users. It allows you to explore what your customers see, hear, say & do, as well as consider what they think and feel. This leads to insights about their pain and potential wants.

Because this is done collaboratively, using silent brainstorming, everyone on the team contributes to a shared understanding of the customer. So not only do you build empathy, but you also create alignment within the team and among stakeholders. And that can only help you be more successful. 

*as quoted in The Lean Startup, page 66


Outline/Structure of the Workshop

This session will be very interactive, with each table creating their own empathy map. I will provide a situation and a fictitious customer for attendees. With 45 minutes, this will be very focused on how to facilitate creating an empathy map. 

Learning Outcome

Attendees will be able to explain the benefits of empathy mapping and facilitate the creation of an empathy map. 

Target Audience

Product Owners, Product Managers, UX Folks, Business Analysts, Anyone Responsible for Delivering Products and Services

schedule Submitted 4 years ago

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