The document describes empathy mapping, which is a technique used to understand audiences better. It involves characterizing target audiences by mapping out their needs, influences, actions, feelings, and pain points. Empathy mapping is beneficial as it provides insights into customers and helps inform customer experience projects. The document outlines how to conduct an empathy mapping workshop, which involves collaboratively mapping key audiences using post-it notes to document different elements of the empathy map.

1. Empathy
Mapping
Workshop
Wednesday 21 November 2018
CharityComms Digital Conference

2. The goal of the workshop is to
introduce you to the ‘empathy map’
and how to use it as part of wider
CX/audience research and discovery
work
Workshop goal

3. What will you learn today
• What is empathy mapping?
• Benefits of empathy mapping
• When to use empathy mapping
• The anatomy of the empathy map
• How to use an empathy map
(practical exercise)

4. 4
Strategy director at Fresh Egg - Head up the
Customer Experience (CX) offering and help
clients with their digital marketing strategies
I’m David Somerville
• Worked in digital marketing for over 20 years
• My background is in behavioural sciences, with
specialisms in CX and content
• I write for websites like Econsultancy and Smart
Insights
• Shortlisted this year for several awards and won
a Drum Search award and Wirehive100 award
for Good Thinking, a mental health project in
London by the NHS

5. 5
Who are Fresh Egg?

6. 6
Empathy mapping in action

7. The empathy mapping
lowdown

8. 8
It is a quick and simple way of visualising the
‘experience’ someone has in relation to a
specific BOBIT (Brand, Organisation, Business,
Issue, Things).
A key element here is the word ‘empathy’
– participants need to empathise with the
audience by putting themselves in the
mindset of them.
Empathy mapping is a technique first
championed within the UX and design
communities but is now used more widely
within other marketing disciplines.
What is empathy mapping?

9. 9
What is empathy mapping?
• Empathy mapping is a way to characterise target
audiences
• An empathy map is a collaborative tool teams
can use to gain a deeper insight into their
customers
• Each empathy map can represent a group of
users, such as a customer segment
• The process of completing the ‘maps’ draws on
stakeholder insights into their own customers
(you can do this with customers too)

10. 10
Despite its simplicity, the empathy map has
several clear benefits and uses:
• It can help businesses with decisions about
things like design, content, marketing activity
and messaging
• It is a collaborative tool teams can use to gain
a deeper insight into their customers
– we have found that bringing people from
across a business together to work on this
exercise is beneficial, as it encourages cross-
team working and sharing of key information
Benefits of
empathy mapping

11. 11
• It allows us to understand more about
a specific customer or audience group,
including their needs, behaviours and
experiences
• Information extracted in this exercise helps
devise questions for use in subsequent
audience interviews (the next step in a
customer experience project), helping to
validate what business stakeholders believe
their customers need and experience
Benefits of
empathy mapping

12. When to use empathy
mapping

13. 13
When is it useful?
Stakeholder
workshop includes
empathy mapping
Audience interviews
Customer experience
journey mapping
Identifying
‘Moments of Truth’
Create CX
strategy
Identify
opportunities
Typical customer experience project stages

14. 14
Other uses of
empathy mapping
Generating
ideas and
planning
campaigns
Background
for a Search or
Content
Strategy
Fixing a
specific issue
The building
of ‘lean’
personas

15. The anatomy of
empathy mapping

16. 16
• What are the needs someone has?
• What are their influences?
• What are their actions?
• How are they feeling?
• What are the pain points or blockers faced?
What makes up an empathy
map?
Fresh Egg’s version of an empathy map includes
sections related to the above key areas as well
as a section to details the overall goal that
someone may have.
The key areas of an empathy map are:

17. 17

18. Practical exercise:
empathy mapping of
charity audiences

19. 19
Audiences to map:
1. Individual giver
2. Corporate giver
Both audiences are ‘warm’ – they know of the
charity and/or its work.
The ’BOBIT’ is the charity Shelterbox
They provide emergency shelter and tools for
families around the world, who have been
robbed of their homes by natural disaster or
conflict
Instructions
• Work in groups of no more than 5-6 people
• Each group is given a specific audience to map
out
• Use Post-It Notes and pens to record your
thoughts
• Spend approximately 20 minutes per map
• Each group then shares one key point from
each map segment with the other groups
Instructions

20. 20
Read the latest
information
about what the
charity
is doing
Can’t find
the information
I need on the
website
Motivated to
help make a
difference
Find out where
their donations
are being spent
Read article in
The Guardian
To see how
their support
could help

21. Summary

22. 22
A brilliantly simple, but effective tool to help
capture the understanding of your different
audiences
• Gather your group – try to get a mixture of
people/teams from across the organisation
• Pick the key audiences you want to map
• Make sure you step into the shoes of your
audience to truly empathise with them
• Use the outputs to inform the next steps of your
audience research, whether this is channel-
specific or a comprehensive CX discovery
How to make the most of them
Empathy maps
Credit: Ineskoleva

23. Call us for a chat on 01903 285 900
Or visit www.freshegg.co.uk
FreshEggUK #FreshEgg freshegguk fresh-egg
Thank you
Please take one of our FREE
empathy mapping guides

24. Sponsored by
Charity digital
conference
21 November 2018
London
#charitydigital

25. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk