Guide to empathy mapping

Empathy mapping is a quick and straightforward way of visualising the experiences customers have in relation to a specific brand, organisation, business, issue or thing.

Despite its simplicity, empathy mapping has a number of benefits to companies looking to improve their customer experience:

• It can initiate fresh thinking and development projects relating to your design, content, marketing and messaging
• It's a collaborative tool that brings together multiple stakeholders and encourages the sharing of key information and insights
• It can help redefine your priorities and provide new perceptions into a specific customer group, including their needs, behaviours and experiences

A completed empathy map helps construct the questions and approaches for the next stage in a Fresh Egg customer experience discovery project, audience interviews.