An IdeaScale Whiteboard facilitator guide for Empathy Map
This IdeaScale Whiteboard will be our collaborative space for creating an Empathy Map. We'll use its features to capture and organize information about our target user, fostering a shared understanding of their perspective.
Brainstorming Objectives:
- To develop a deep understanding of a specific user or customer group.
- To explore their thoughts, feelings, behaviors, and environment.
- To identify their needs, pain points, and motivations.
- To visually represent the user's empathy map on the whiteboard.
Timing: 75 minutes
Brainstorming Instructions - 50 minutes
Introduction (15 minutes)
- Welcome participants and introduce the concept of an Empathy Map.
- Explain the four quadrants of the Empathy Map:
- Says: What does the user say? (Quotes, keywords)
- Does: What does the user do? (Actions, behaviors)
- Thinks: What does the user think? (Assumptions, beliefs)
- Feels: What does the user feel? (Emotions, concerns)
- Explain how to use the digital sticky notes and drawing tools on the whiteboard to capture information in each quadrant.
- Clearly define the specific user group or persona that will be the focus of the Empathy Map.
Brainstorming Instructions (50 minutes)
- Activity 1: Says and Does (20 minutes):
- Begin by focusing on the "Says" and "Does" quadrants.
- Encourage participants to brainstorm specific quotes, statements, and actions observed or inferred about the user.
- Use digital sticky notes to capture this information on the whiteboard, organizing them within the respective quadrants.
- Activity 2: Thinks and Feels (20 minutes):
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- Shift the focus to the "Thinks" and "Feels" quadrants.
- Prompt participants to explore the underlying thoughts, assumptions, beliefs, emotions, and concerns that might be driving the user's words and actions.
- Use digital sticky notes to capture this information on the whiteboard, placing them in the appropriate quadrants.
- Activity 3: Synthesis and Insights (10 minutes):
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- Facilitate a discussion to synthesize the information captured in all four quadrants.
- Consider how the notes in the "Thinks" and "Feels" quadrants could be mapped to the "Pains" and "Gains" sections below. This information should help develop an understanding of the user's positive and negative associations and where there is room for improvement.
- Identify key insights, patterns, and potential opportunities based on the Empathy Map.
Adjourn (10 minutes)
- Summarize the key insights and findings from the Empathy Map exercise.
- Discuss how the Empathy Map will be used to inform decision-making, product development, or service design.
- Capture the final Empathy Map on the whiteboard and distribute it to participants.
- Thank participants for their contributions.
Tips for Facilitators
- Encourage participants to draw upon user research, observations, and any available data.
- Promote empathetic thinking and consider the user's perspective from multiple angles.
- Use the digital whiteboard to visually represent the Empathy Map and its quadrants.
- Facilitate the discussion to ensure that all quadrants are thoroughly explored.
- Ensure the final Empathy Map reflects a comprehensive and nuanced understanding of the user.