The Empathy Map Template

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Additional information

Aspect ratio


Support language



for Google Slides (PPTX), for Keynote (KEY), for PowerPoint (PPTX)



The Empathy Map Template is a valuable tool designed to improve understanding and articulation of user needs in a human-centric design process. It helps teams step into the shoes of the users by visually organizing insights about users’ behaviors and attitudes, thus fostering a user-centered mindset. By using the Map, teams can collaboratively explore and articulate the user’s perspective, which in turn can lead to better design decisions, enhanced user experiences, and ultimately, the success of the project.

Describing the Product: The Empathy Map Template

The Map Template is a profound tool designed to create a shared understanding and empathy among team members regarding the customer experience. It has been curated for professional presentations on platforms like PowerPoint, Google Slides, and Keynote, making it a versatile choice for diverse teams. The template is configured with an aspect ratio of 16:9, making it visually appealing and professional.

Key Features:

  • Full Editable Vector Shape: The template comes with fully editable vector shapes, allowing a high degree of customization to articulate what you know about the user in a diagram form. This feature enables the design teams to adjust the template according to the specific needs of the project.
  • Aspect Ratio 16:9: The choice of aspect ratio ensures that the template looks professional and clean on all presentation platforms, be it PowerPoint, Google Slides, or Keynote.
  • Use Across Various Platforms: The flexibility of use across various presentation platforms makes it a preferred choice for modern-day professionals. It’s easy to import and use the Map Template in Figma or any online whiteboard platform that offers such compatibility.

Step-by-Step Guide to Using the Empathy Map Template:

  1. Download the Template: Acquire the free empathy map template from a reliable source, ensuring it’s compatible with PowerPoint, Google Slides, or Keynote as per your preference.
  2. Identify Your Persona: Before diving into the mapping process, it’s crucial to identify the persona you’ll be focusing on. Develop a user persona based on user research to have a clear picture of whom you are designing for.
  3. Split into Quadrants: The map canvas is divided into four quadrants, each representing a different dimension of the user’s interaction with the product or service. The quadrants help in understanding what users think and feel, what they see, what they say and do, and what they hear.
  4. Brainstorming Session: Conduct a brainstorming session with your team members to fill in the quadrants. Discuss and jot down the observable behaviors, thoughts and feelings, pain points, and other relevant insights about your customers.
  5. Deep Dive into User’s Journey: Utilize the journey map to explore the user’s interaction with the product over time. This step helps in identifying the pain points and needs of the user at different stages of their journey.
  6. Review and Revise: After filling out the empathy map canvas, it’s essential to review and possibly revise the collected information. This iterative process is crucial for achieving a deeper understanding of your customers and refining the customer empathy approach.
  7. Incorporate Insights into Design: The insights gathered should be incorporated into the design process to enhance the customer experience and develop a product that truly resonates with the user.

Expert Tips:

  • Dave Gray, the pioneer of the map, suggests that conducting user interviews and real-world observations are crucial for accurately filling out the map.
  • It’s advisable to use the empathy map template frequently in the design thinking process to create empathy and keep the user’s needs and experiences at the forefront of design decisions.
  • The Empathy Map Template is also featured in the Stanford D School curriculum and recognized by the Harvard Business Review as a powerful tool that helps teams gain a deeper understanding of user attitudes and behaviors, and create a shared understanding among team members, which is invaluable in delivering a superior customer experience.

This comprehensive template is an excellent tool for UX professionals, product managers, and any other teams looking to develop a deep understanding of user attitudes and behaviors, ensuring a user-centric approach in their workflow.


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