Empathy Map

November 16, 2011

What does she think and feel?

  • What really counts
  • major preoccupations
  • worries & aspirations

What does she see?

  • environment
  • friends
  • what the market offers

What does she say and do?

  • attitude in public
  • appearance
  • behaviour toward others

What does she hear?

  • what friends say
  • what boss says
  • what influencers say

Summary:

Pain

  • fears
  • frustrations
  • obstacles

Gain

  • wants/needs
  • measures of success

Based on a tool developed by XPLANE; described in: Osterwalder, A. & Pigneur, Y.: Business Model Generation; Hoboken, NJ:2010. pages 130

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