empathy maps

Empathy Maps Are Not Journey Maps – and Vice Versa

Back in 2019, I shared an excerpt from my book, Customer Understanding: Three Ways to Put the “Customer” in Customer Experience (and at the Heart of Your Business, that outlines the various types of maps that you may encounter or use in your work to understand and redesign the customer experience.

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Do empathy maps reflect the desires behaviours and fears of customers or of those who create the things?

I must admit that 'empathy maps' are something that is new to me.

Reading about them on NN/g I discovered that they are

A collaborative visualization tool used to articulate what we know about a particular type of user. It externalizes knowledge about users in order to 1) create a shared understanding of user needs, and 2) aid in decision making.

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