For full instructions on the Empathy Map, and for loads of other visual patterns to help you and your team, get the book: Presto Sketching: The Magic of Simple Drawing for Brilliant Product Thinking and Design

Empathy Map Use the Empathy Map to:

•   Distil customer research into something actionable by a team.

•   Separate facts from assumptions about your customers.

•   Unearth gaps in your understanding.

•   Help a team get a shared understanding for what is driving your customers.

How to use it:

•   Print a copy for each person, or draw it on a whiteboard for everyone to use together.

•   Treat each section as a question (e.g. “What is this particular customer’s goal?” and fill in answers based on your information.

•   Analyse as a team, and push for insight about your customers.