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Empathy Mapping
What is Empathy Mapping?
Empathy Mapping is a foundational step in User-Centric Design (UCD) and Journey Mapping. It is typically conducted before any Figma work begins. The map is a quadrant that organizes a User Persona's attributes: says, thinks, does and feels.
Why Empathy Mapping Matters in Design Strategy?
By synthesizing research into a human-centered view, empathy mapping ensures the design addresses real user needs and pain points, not just feature lists.
- Alignment: It helps the design, marketing, and sales teams align on who the target user is.
- Messaging: It informs the website's Copywriting and Visual Hierarchy by prioritizing the user's needs and addressing their pain points directly.
- UX Design: It reveals friction points in the existing Customer Journey that need to be fixed in the new Revamp.
Example from Flowtrix Projects
The first step of our User-Centric Design process involves Empathy Mapping for the target User Persona. By deeply understanding the B2B buyer's anxieties and information needs, we ensure the new website's Visual Hierarchy and messaging (Copywriting) are perfectly tailored to build trust, reduce friction, and move them efficiently toward the primary CTA.
Categories:
Strategy
User Experience
Related Terms:
Master Webflow.
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