What you should know before making your empathy map:

We recommend you save the link of this post to consult this article as many times as you need it while you make your Empathy Map and thus obtain the best results.

Next, we list the phases that must be carried out to create an adequate empathy map:

Defining the scope and objectives: you must select whether to carry out the mapping for an individual user or for a person. It is important to remember that a different map must be created for each person or user. In addition, the purpose of making the map must be defined.
Concentration of materials: you must determine the medium that you want to use for the development of the maps. Depending on this, one or the other materials will be needed. Whether the map is created individually or by the UX team, it will be key that it is created in a way that can be easily shared. If you have a small work group, you will have to use notepad-like tools to answer the questions.
Compilation of research: as we have commented, the empathy map is a qualitative technique which will be supported by other qualitative tools that have been developed.
Generation of individual content: if you have a team, it would be recommended that each member of the team involved individually document their observations and, based on this information, complement the map following the chosen method.
Grouping and synthesizing: This is the time to move, exchange and group all the notes produced by the team to reach a consensus. This activity will facilitate discussion and alignment of all ideas. Once finished, you can begin to extract results and business decisions based on the conclusions found.
Planning and adaptation: if more details are needed or the project has special needs, it is appropriate to include them on the map. Likewise, the descriptive data of the map should be recorded and possible revisions to the map should be planned if more information is collected or if the project decision needs to be modified in any way.
Now yes, we are going to see what you must answer in order to create your own empathy map correctly.

Advantages and disadvantages of the Empathy Map:

Creating an Empathy Map will help you develop the strategy and sales funnels for your online business, create a suitable persuasive message and be able to lead your client to the final action more easily.

By creating an Empathy Map you will be able to:

Make valuable assumptions for your business.
Know in depth the pains, needs, and motivations of your potential client.
Have a simple and very visual tool.
Modify and adapt your products or services and even the sales strategy.
The cost of carrying out is relatively low, since it is an analysis.

The disadvantages when creating this Empathy Map:

This is an assumption-based tool, and you will need to complement this technique with other tools to validate it.

And that is why you will need a minimum of experience before achieving the best result, such as surveys or interviews with your clients. Take advantage of the first moments of your business to connect with your customers!


Although creating an Empathy Map is not an easy task (and in real life no task is easy) you can do it once you have collected the information that we have talked about above.

But once you can develop it, it will not need too many adjustments, and you can already use it to plan all sales and Marketing strategies.

Do you dare to create it for your business? We assure you that it will give good results!

Do you already have one created? How has it turned out for you? COMMENT US!

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Gerard Heperd

Gerard Heperd