Empathy Mapping: The First Step in Design Thinking | Designing effective marketing communications in a digital world | Scoop.it

Empathy maps simply help us build empathy with our end users. When based on real data and when combined with other mapping methods, they can:

• Remove bias from our designs and align the team on a single, shared understanding of the user
• Discover weaknesses in our research
• Uncover user needs that the user themselves may not even be aware of
• Understand what drives users’ behaviours
• Guide us towards meaningful innovation