{"id":58614,"date":"2022-03-09T07:00:36","date_gmt":"2022-03-09T15:00:36","guid":{"rendered":"https:\/\/www.eigene-homepage-erstellen.net\/?p=58614"},"modified":"2022-03-17T14:48:23","modified_gmt":"2022-03-17T21:48:23","slug":"how-and-why-marketers-should-use-empathy-maps","status":"publish","type":"post","link":"https:\/\/www.eigene-homepage-erstellen.net\/blog\/content\/how-and-why-marketers-should-use-empathy-maps.htm","title":{"rendered":"How and Why Marketers Should Use Empathy Maps in 2022"},"content":{"rendered":"\n

Among the biggest mistakes content strategists and UX designers make is thinking they<\/em> are an accurate representation of the brand’s users.<\/p>\n

We all know this self-insertion is a faux pas, yet we occasionally break the rules. The results of such roleplay are simultaneously predictable and untamed. For small decisions, your opinion may resolve without negative consequences. But as the magnitude of the decision grows, replacing the user’s thoughts for your opinions often gives subpar results when actual users get involved.<\/p>\n

In every UX design situation, it’s better to rely on input from real users<\/a> rather than your “user-ish” simulacrum.<\/p>\n

Ultimately, we are not users<\/em>. We don’t think, act, or consider outcomes like real users. The absolute best connection we can accomplish is to empathize with users. And empathy maps are among the best ways to fabricate user-centric empathy.<\/p>\n

What Is an Empathy Map?<\/h2>\n

An empathy map is a collaborative, easy-to-digest visual that represents user behaviors, attitudes, and expectations. Empathy maps are akin to user personas and help UX designers, product engineers, and content strategists visualize what users need and want from a brand or experience.<\/p>\n

Empathy mapping is an excellent exercise if you need to crunch a lot of user data into an easy-to-reference chart. The map also provides a “source of truth” for multiple project stakeholders, so your team accurately considers what users actually want rather than what you all think they want.<\/p>\n

Most empathy maps are broken into four quadrants. Each quadrant represents a different moment or motivation the user may experience. There are four common labels that can comprise each quadrant.<\/p>\n

Says Quadrant<\/h3>\n

The “Says” quadrant references quotes or common idioms that users say about their experiences. These sayings are usually gathered from usability studies, surveys, or interviews, but they can also be foraged from online research where users naturally congregate, such as social media and niche web forums or chat boards.<\/p>\n

Ideally, the statements used in this quadrant are verbatim. Here are a few examples:<\/p>\n