Customer Empathy Map

When should I use this template?

Companies that offer products or services, especially ones that offer solutions, will naturally have customers. But it’s not always their first priority to fully understand customers’ needs and feelings.

When you offer a product or service, it’s important to see it through a customer’s eyes. This helps you understand the reasons why they like what you offer, which can help you best present your product or service.

While customers look for solutions to problems, a host of different factors will influence their decision to choose you. Can your product or service fit within their budget? Is your product hard to use?

This is where Empathy Mapping comes into play.

How do I get started with this template?

Traditionally, an Empathy Map looks like a basic chart containing four different sections, including ‘Say’, ‘Think’, ‘Do’, and ‘Feel’. These four sections represent what your customers are saying, thinking, doing, and most importantly, feeling.

The Stormboard template includes the sections Say, Do, Hear, Think + Feel, See, and also includes Pains and Gains sections for extra information on your customers.

• Say
  In this section, write down anything the customer might say out loud to other people about a problem they are trying to solve, a product they are looking for, or things they might mention in general conversation. This can include things mentioned in an email, over the phone, face to face, or on social media.

• Do
  This section relates to the actions a customer takes. What are they doing, or what have they done? What might your customers do in the future? How will their actions affect the product or service that you provide and vice versa?

• Hear
  This section includes everything that your customer hears others saying. It’s a great way to identify the community that they live in.

• Think + Feel
  Use this section to get creative with how you empathize with your customer. Your customer won’t use your product if it doesn’t fit their budget, or if it’s too difficult to learn. Do you offer different tiers of price points, or are there user guides available? Dig deep to think of ways your customers can love what you offer. Also note down what the customer is most likely feeling (including both their current emotional state and/or what they feel towards your product or service).

• See
  Document what a customer sees in their immediate environment. This also includes what customers are reading or watching, and what they see others doing.

• Pains
  Use this section to brainstorm all of the pains that your customer might have that your product or service would solve.

• Gains
  This section is used to brainstorm what a customer would gain by using your product or service. How would it make their life better?

Once everything is documented, you have a better view of your customers and how they might feel about using your product or service. Then, you can dive into making changes and adjustments if needed.