Empathy Map in Product Research

Introduction to Empathy Maps in Product Research

When you build a product, understanding your users deeply is key. An empathy map helps you see the world through your users' eyes. It captures what they think, feel, say, and do, making your research more human-centered.

Using empathy maps in product research lets you connect with users beyond data points. It reveals their motivations and frustrations, guiding better design and development decisions. Let’s explore how empathy maps work and why they matter.

What is an Empathy Map?

An empathy map is a visual tool that organizes user insights into clear categories. It typically includes four main areas: what users say, think, do, and feel. This helps teams understand users’ experiences and emotions in a structured way.

Empathy maps often include sections like:

• Says: Direct quotes or statements from users.
• Thinks: What users might be thinking but not saying aloud.
• Does: Actions users take related to the product or problem.
• Feels: Emotions users experience during interactions.

This format encourages empathy by focusing on the user’s perspective rather than assumptions.

Why Use Empathy Maps in Product Research?

Empathy maps bring several benefits to product research. They help you:

• Understand user needs: See beyond surface-level data to real feelings and motivations.
• Align your team: Create a shared understanding of users across designers, developers, and marketers.
• Identify pain points: Spot frustrations and barriers users face.
• Generate ideas: Inspire solutions that truly address user problems.

For example, a team using Bubble to build a marketplace app might create empathy maps from user interviews. This helps them design features that match users’ real desires, not just guesses.

How to Create an Empathy Map for Product Research

Creating an empathy map is simple and effective. Follow these steps:

• Gather user data: Collect interviews, surveys, or observations.
• Divide a canvas: Draw four sections labeled Says, Thinks, Does, and Feels.
• Fill in each section: Add quotes, thoughts, actions, and emotions from your data.
• Discuss as a team: Review the map together to uncover insights.
• Use insights: Apply findings to improve product features or user experience.

Tools like Miro or MURAL make it easy to create digital empathy maps collaboratively. Low-code platforms like Glide can also integrate user feedback to refine app design based on empathy insights.

Examples of Empathy Maps in No-Code/Low-Code Projects

Empathy maps are popular in no-code and low-code development because they speed up user understanding without heavy research overhead. Here are some examples:

• Glide app for event planning: Empathy maps helped identify that users felt overwhelmed by too many options, leading to a simpler interface.
• FlutterFlow e-commerce app: Mapping user emotions revealed frustration with checkout steps, prompting a streamlined process.
• Zapier automation tool: Teams used empathy maps to understand what users say versus what they actually do, improving onboarding flows.

These examples show how empathy maps guide practical improvements in product design and user experience.

Tips for Effective Empathy Mapping

To get the most from empathy maps, keep these tips in mind:

• Base maps on real data: Use actual user quotes and observations, not assumptions.
• Involve diverse team members: Different perspectives enrich the map.
• Update regularly: Refresh maps as you learn more about users.
• Combine with other tools: Use alongside user personas and journey maps for deeper insights.

Remember, empathy maps are living documents that grow with your product and users.

Conclusion: Empathy Maps Drive User-Centered Products

Empathy maps are powerful tools that bring your users’ voices and feelings into product research. They help you understand what users truly need and want, beyond just data or assumptions.

By using empathy maps, you create better products that resonate with users. Whether you’re building with no-code tools like Bubble or low-code platforms like FlutterFlow, empathy maps guide you to design with empathy and insight. Start mapping your users today to build products they love.