A guide to empathy mapping delivered by Fresh Egg strategy director David Somerville at the CharityComms Digital Conference in November 2019. This guide explains: what an empathy map is; why you should use one; when you should use one and what they look like. Find out more about empathy mapping within a CX environment at freshegg.co.uk

1. Empathy
Mapping
Workshop
Wednesday21 November2018
CharityCommsDigital Conference

2. Thegoaloftheworkshopistointroduceyoutothe
‘empathymap’andhowtouseitaspartofwider
CX/audienceresearchanddiscoverywork
Workshop goal

3. What will you learn today
• What is empathy mapping?
• Benefits of empathy mapping
• When to use empathy mapping
• The anatomy of the empathy map
• How to use an empathy map
(practical exercise)

4. 4
Strategy director at Fresh Egg - Headup theCustomer Experience (CX)
offering andhelp clients with their digitalmarketing strategies
I’m David Somerville
• Worked in digital marketing for over
20 years
• My background is in behavioural
sciences, with specialisms in CX and
content
• I write for websites like Econsultancy
and Smart Insights
• Shortlisted this year for several
awards and won a Drum Search award and
Wirehive100 award for Good Thinking, a
mental health project in London by the
NHS

5. 5
WhoareFreshEgg?

6. 6
Empathy mapping in action

7. Theempathymapping
lowdown

8. 8
It is a quick andsimple wayof visualising the ‘experience’ someone hasin
relation to aspecific BOBIT (Brand,Organisation, Business, Issue, Things).
Akey element here is the word‘empathy’
–participants need toempathise with the audience by putting themselves in
the
mindset of them.
Empathy mapping is a technique firstchampioned within the UX and design
communities but is now used morewidely within other marketing disciplines.
What is empathymapping?

9. 9
What is empathymapping?
• Empathy mapping is a wayto characterise targetaudiences
• An empathy map is a collaborative tool teams can use togain a deeper
insight intotheir customers
• Each empathy map can represent a groupofusers, such as a customer
segment
• The process ofcompleting the ‘maps’ draws on stakeholder insights into their
own customers (you can dothis with customers too)

10. 10
Despite its simplicity, the empathy map has several clear benefits and
uses:
• It can help businesses with decisions about things like design, content,
marketing activity andmessaging
• It is a collaborative tool teams can use togain a deeper insight intotheir
customers
–we have found that bringingpeople fromacross a business together to
workon this exercise is beneficial, as it encourages cross-team working
andsharing ofkey information
Benefits of
empathy mapping

11. 11
• It allows us tounderstand moreabout
a specific customer oraudience group,including their needs, behaviours
andexperiences
• Information extracted in this exercise helps devise questions foruse in
subsequent audience interviews (the next step in acustomer experience
project), helping to validatewhat business stakeholders believe their
customers need andexperience
Benefits of
empathy mapping

12. Whentouseempathy
mapping

13. 13
When is it useful?
Stakeholder workshop
includes empathy
mapping
Audience interviews
Customer experience
journey mapping
Identifying
‘Moments of Truth’
Create CX
strategy
Identify
opportunities
Typicalcustomerexperience project stages

14. 14
Other uses of
empathy mapping
Generating ideas and
planning campaigns
Background
for a Search or Content
Strategy
Fixing aspecific issue
Thebuilding
of ‘lean’ personas

15. Theanatomyofempathy
mapping

16. 16
• What arethe needssomeone has?
• What aretheir influences?
• What aretheir actions?
• How arethey feeling?
• What arethe painpoints or blockers faced?
What makes up an empathy map?
Fresh Egg’s version ofan empathy map includes sections related tothe above
key areas as well as a section todetails the overall goal that someone may
have.
The keyareas of an empathy map are:

17. 17

18. 18
Readthelatestinformationabout
what thecharity
is doing
Can’tfind
the information
I needonthe
website
Motivatedto
helpmake a difference
Findout wheretheirdonationsare
beingspent
Readarticlein
TheGuardian
To seehow
theirsupport
couldhelp

19. Summary

20. 20
A brilliantly simple, but effective tool tohelp capture the understanding of
your different audiences
• Gather your group –try toget amixture ofpeople/teams fromacross the
organisation
• Pickthe keyaudiences you want tomap
• Make sure you step into the shoes of youraudience totruly empathise with
them
• Use the outputs toinform the next steps ofyouraudience research,
whether this is channel-specific or acomprehensive CX discovery
How tomake the most of them
Empathy maps
Credit: Ineskoleva

21. Callusfor achaton 01903285900
Or visit www.freshegg.co.uk
FreshEggUK #FreshEgg freshegguk fresh-egg
Thankyou
Please visit freshegg.co.uk and click ‘Resources’ to download a guide
to empathy mapping