Empathy Map Worksheet
The empathy map starts by filling in this key question:
Our customers (users/clients) need a better way to ____________
because ______________.
The “because” in that statement is crucial! Create your version in the spaces below:
Our customers need a better way to:
because:
Makes mental health better
that makes it better
Makes mental health better
good mental health can make your day better and more enjoyable
Getting started
Before you begin gathering research, create a blank empathy map where you can start to collect notes. Make sure you include any wording the prospect uses to describe their problem or the solution they’re looking for.
You can create your empathy map:
• On paper
• With collaborative tools like Google Docs
• With a flexible note-taking tool like Evernote
• Using mind-mapping software
The important thing is to capture your impressions in four quadrants:
Thinking Seeing
Doing Feeling
1. I want to cure my mental problems 2. I am confused about how to overcome my mental problems 3. I just need to be heard
1. I was diagnosed with anxiety disorder and moderate depression
2. I experience anxiety disorders, depression, panic attacks, stress and trauma
3. I experience mood swings easily and often overthink too
1. Come to a psychiatrist and tell me about the complaints I feel
2. Tell stories to other people to release the emotions that are inside me
3. I can only cry to release my emotions
1. Anxious, sad, hopeless, insecure, feeling excessively guilty even though it is not a problem 2. I feel tormented and find it difficult to accept everything
circumstances
3. The feelings are mixed, the body feels cold and shaky, breathing becomes heavy, thoughts wander
Any tool you use will need lots of room for notes and additions. (If you’re creating the map on paper, sticky notes come in handy!) You’ll probably want to expand well beyond the spaces created for you in this workbook — this PDF is just to get you started.
Capture the world view
A valid Empathy Map begins with developing a keen sense of your prospect’s (and customer’s) world view.
You can begin to collect data on this world view with surveys, one-on-one interviews, diving into support emails or emails from prospects who have questions.
Take some notes here about how you plan to collect the information you’ll need for your empathy map:
1. Create a questionnaire that potential customers can fill out
2. Conduct open interviews to dig deeper into what customers need and want
Sharpen your focus on the avatar
This exercise will be most useful once you’ve conducted your surveys or interviews.
Start by sketching out the basic demographics — age, gender, income, etc.
But be sure to also branch off into personality traits, quirks, habits, customs, beliefs, routines, etc.
You must develop a specific, distinctive image of an individual person that you speak to in your marketing. (You might well be creating more than one.)
Not every buying customer will precisely resemble your avatar. Your avatar may be a woman, but your customer base will also
include men. However, you need to be able to visualize a specific individual person in order to develop empathy for that person.
You’ll want to take lots of notes throughout the process, but once you’ve completed your research on world view, it’s time to flesh out a complete Empathy Map, using the four quadrants. You can use the worksheet that follows to get started, but you’ll probably find that you want to expand into a tool that offers more room for notes and details.
Develop a specific,
distinctive image of
an individual person
that you speak to in
your marketing.
Thinking
Seeing
Doing
Feeling
1. I want to cure my mental problems
2. I am confused about how to overcome my mental problems 3. I just need to be heard
1. I was diagnosed with anxiety disorder and moderate depression
2. I experience anxiety disorders, depression, panic attacks, stress and trauma 3. I experience mood swings easily and often overthink too
1. Come to a psychiatrist and tell me about the complaints I feel
2. Tell stories to other people to release the emotions that are inside me 3. I can only cry to release my emotions
1. Anxious, sad, hopeless, insecure, feeling excessively guilty even though it is not a problem 2. I feel tormented and find it difficult to accept everything
circumstances
3. The feelings are mixed, the body feels cold and shaky, breathing becomes heavy, thoughts wander
Experience Map
Once you have a well-rounded Empathy Map, it’s time to craft the Experience Map. This describes, step by step, the journey that a prospect takes from stranger all the way through to loyal repeat and referring customer.
This tends to work best as a team exercise. Gather a representative from every group that has any contact with your prospective customer. (Sales, Support, Front Line Product Delivery, etc.)
You’ll also want to bring in all the data you can find, and your Empathy Map notes.
Begin by collecting every observation the different teams may have about this avatar.
Find out what the avatar is doing today, and what could be improved about her journey as she goes from being a stranger (unaware of your product or service)
through becoming and remaining a happy client or customer.
A step-by-step outline follows — but don’t hesitate to add steps if that makes sense for your business.
An Experience Map
shows the journey that
a prospect takes from
stranger all the way
through to loyal repeat
and referring customer.
How does the prospect find you? What’s the first point of contact? Does she initiate it, or do you?
What does the sales process look like today? Anything you know should be fixed?
What kinds of web-findable content (blog, YouTube channel, podcast, etc.) are available to the prospect so she can begin to educate herself about your product or service? What questions are answered? How will that content be crafted to be both interesting and useful/relevant to the prospect’s problems?
prospects will come to us by themselves. we will release content that can attract potential customers who feel there is something wrong with them and are curious to find out more about what is happening to their mental health
Currently, sales still use consultation transactions in one consultation. I want to make updates by adding treatment packages according to the problems
experienced by customers. With this package, customers will be more interested in shopping for more services at this business
The content is created as if the situation is related to the lives of potential customers. that will entice them to try and make a transaction
What motivates the prospect to raise her hand for permission-based
content, like an opt-in email list? What makes taking that action irresistible for her?
What does the prospect need to know in order to make an informed decision to buy?
What does she need to believe and experience in order to be delighted to become a client or customer?
by saving a medical record database in an account, customers will voluntarily create an account on this application
that this treatment will have an impact on their mental health because they are accompanied by people who are experienced and competent in their field
feel better when you finish getting service from us
What does the actual purchasing experience look like? What are the steps?
How could that process be made simpler and more enjoyable?
What happens immediately after the purchase is made?
How is the product or service delivered today? How could you make that experience more satisfying for this avatar?
Potential customers who experience mental health problems will look for psychologists who match their perceived difficulties. After finding a suitable psychologist, customers will make payment and get services from k
The customer will get the results and a psychologist's diagnosis of the mental health he is experiencing, after that several options will appear that the customer must do to make him feel better
provide maximum service and provide space for customers to provide reviews on the service they have received
What is the plan for staying in touch with this new customer? For ensuring that she’s having an excellent experience with your product or service?
How does a delighted customer find out how to refer you to others? What are the steps of that experience?
provide other offers on the services we provide and provide promotions if he has made repeated transactions
With maximum service, customers will feel satisfied and will automatically recommend to those closest to them the services we provide.
High Five Content
Now you’re ready to deliver the right kind of content, to the right person, at the right time, to keep them moving along their portion of the journey. We call this “high five” content, it and comes in three distinct flavors.
EDUCATE: What do they need to learn in order to keep going? What do you need to teach them to begin or continue to do business with you/
your client?
MOTIVATE: Sometimes the issue isn’t whether they’ll buy from you or continue to buy from you, it’s whether they’ll buy at all. What encouragement do they need?
CHALLENGE: In certain situations, your prospects and customers/
clients need to be challenged to “up their game” in order to buy from you or entertain an upsell offer. What kind of content will inspire them to achieve more, even more than they think they can?
You’ll be creating lots of “High Five” content throughout your content program, but if you have any preliminary thoughts on pieces you know you’ll want to create, you can note them here:
Education: this content will be created by emphasizing that disturbed mental health needs to be resolved immediately because it can affect daily life
Motivate: this content will provide motivation to potential customers that they are not alone and that many people want to help them achieve better mental health
