On his daily commute, inventor and newspaperman Garrett Morgan would drive by multiple car accidents. When the traffic light switched from green to red, he noticed it did not give people the time they needed to react and stop. The intersections were never completely clear, which led to numerous collisions. Through empathy, Morgan observed the recently injured and was able to grasp their feelings. He decided he wanted to help and created the yellow traffic light, a technology still used today.
Empathy has propelled innovation for centuries, from the yellow traffic light to Amazon’s one-click to purchase button. These great inventions came from someone taking the time to observe people and understand their needs and struggles carefully. Rikke Friis Dam and Teo Yu Siang state, “empathy is our ability to see the world through other people’s eyes, to see what they see, feel what they feel, and experience things as they do.” Through this observation, designers can gain deep insights into people sparking new ideas.
Empathy Mapping
In a designer’s journey to the deep understanding of a user, it is always a good idea to organize all observations. A great place to start is with empathy mapping. It’s a way to visualize a person, share with others, and keep team members aligned. An empathy map is a beneficial reference tool that helps keep a project on track.
The Layout
Begin with a template divided into four quadrants, each with its own observations. The quadrants are as follows:
Say: Including direct quotes from the person observed.
Think: What is the user thinking when using the product?
Feel: List all emotions that the user is experiencing
Do: Describe the actions of the user.
These four are only a starting point. For more in-depth insight, such as pain points and what the user is looking to accomplish, more categories can be added.
Creating the Map
- Set a goal. Are you looking to create this map to learn about one person or to make a persona? Are you trying to bring your team together?
- Start researching. Observe a person at work or home, listen to all of their comments, and watch their actions. Gather additional information you may have, such as a diary study.
- Work together with your team. Have everyone review the research and give their input. Each person can write their comments on sticky notes and place them into the Empathy Map quadrants.
- Use a moderator to help facilitate the mapping session. They can help by asking deep questions that are not leading or biased.
- Organize all of the information and put it into a digital format. Group like observations and rearrange if needed.
- Give your person a name and characteristics like hair color or favorite movie.
- Be sure to reference your empathy map throughout the entire project. Keep coming back to it to help keep you and your team grounded in your design process.
Conclusion
Thankfully, everyone is born with the ability to empathize; you do not have to be an experienced psychologist or anthropologist. With regular practice, you will be able to hone your skills and find more meaningful insights into people’s lives. Take the time to discover someone else’s world and gain a deep understanding of their joys and struggles. It can help you become a more creative thinker and aid in your design process.
