CO P Y B LO G G E R M E D I A | E M PAT H Y M A P W O R K S H E E T

Empathy Map Worksheet

The empathy map starts by filling in this key question:

Our customers (users/clients)

need a better way to ____________
because ______________.

The “because” in that statement is crucial! Create your version in the spaces
below:

Our customers need a better way to:

Buy and wear fitting shoes

because:
the purchasing process as it is now is to complicated and expensive. By going to the
store and trying different shoes and sizes on the customer sacrifizes a lot of time
which could be used for other things.

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Getting started
Before you begin gathering research, create a blank empathy map where you
can start to collect notes. Make sure you include any wording the prospect
uses to describe their problem or the solution they’re looking for.

You can create your empathy map:

• On paper

• With collaborative tools like Google Docs

• With a flexible note-taking tool like Evernote

• Using mind-mapping software

The important thing is to capture your impressions in four quadrants:

Thinking Seeing
Buying shoes is too complicated and Big stores with dozens of shoes who
costly. all fit and feel differently

Doing Feeling
Offer tailor-made shoes with the help The frustration and anger that comes
of a 3D-Footscan so that every future with shoe shopping, waiting in queues
shoe fits perfectly. and not having perfectly fitting shoes.

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Any tool you use will need lots of room for notes and additions. (If you’re
creating the map on paper, sticky notes come in handy!) You’ll probably want
to expand well beyond the spaces created for you in this workbook — this
PDF is just to get you started.

Capture the world view

A valid Empathy Map begins with developing a keen sense of your prospect’s
(and customer’s) world view.

You can begin to collect data on this world view with surveys, one-on-one
interviews, diving into support emails or emails from prospects who have
questions.

Take some notes here about how you plan to collect the information you’ll
need for your empathy map:
I plan to collect the data through email-surveys and question spaces with existing
customers and out of that a FAQ page on the website where the most asked
questions from the surveys will be answered in detail.

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Sharpen your focus on the avatar

This exercise will be most useful once you’ve conducted your surveys or
interviews.

Start by sketching out the basic demographics — age, gender, income, etc.

But be sure to also branch off into personality traits, quirks, habits, customs,
beliefs, routines, etc.

You must develop a specific, distinctive image Develop a specific,

of an individual person that you speak to in distinctive image of
your marketing. (You might well be creating
an individual person
more than one.)
that you speak to in
Not every buying customer will precisely your marketing.
resemble your avatar. Your avatar may be
a woman, but your customer base will also
include men. However, you need to be able to visualize a specific individual
person in order to develop empathy for that person.

You’ll want to take lots of notes throughout the process, but once you’ve
completed your research on world view, it’s time to flesh out a complete
Empathy Map, using the four quadrants. You can use the worksheet that
follows to get started, but you’ll probably find that you want to expand into a
tool that offers more room for notes and details.

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Thinking

Seeing
Hundrets of different shoe producers and sellers with different sizes that often don't
fit universally. Resulting out of that an overchoice of overflow of information.

Doing
Seeking a new way to shop shoes without frustration and anger.

Feeling
Frustrated and overwhelmed by all the offers on the market.

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Experience Map
Once you have a well-rounded Empathy Map, it’s time to craft the Experience
Map. This describes, step by step, the journey that a prospect takes from
stranger all the way through to loyal repeat and referring customer.

This tends to work best as a team exercise. Gather a representative from every
group that has any contact with your prospective customer. (Sales, Support,
Front Line Product Delivery, etc.)

You’ll also want to bring in all the data you can find, and your Empathy Map
notes.

Begin by collecting every observation the An Experience Map

different teams may have about this avatar.
shows the journey that
Find out what the avatar is doing today,
a prospect takes from
and what could be improved about her
journey as she goes from being a stranger stranger all the way
(unaware of your product or service) through to loyal repeat
through becoming and remaining a happy and referring customer.
client or customer.

A step-by-step outline follows — but don’t hesitate to add steps if that makes
sense for your business.

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How does the prospect find you? What’s the first point of contact? Does she
initiate it, or do you?
Through social media and the website and also billboards with QR codes the
customer is able to engage with the company. Also there will be pop-up stores
where the company iniates the contact publicly.

What does the sales process look like today? Anything you know should
be fixed?
The customer finds a pair of shoes he likes on the website and books a scanning
appointment (one time) for his feet in a store near him where he pays for the shoe.
Then after all the data is collected the shoe will be custom tailored and delivered to
his home.

What kinds of web-findable content (blog, YouTube channel, podcast, etc.)

are available to the prospect so she can begin to educate herself about your
product or service? What questions are answered? How will that content be
crafted to be both interesting and useful/relevant to the prospect’s problems?

Through YouTube videos the tailoring process is shown and the concept of the 3D-
scan technologie is explained in detail by the companies CEO since the most
questions are about the companies concept. Other content are men-lifestyle blogs
we work together with who advertise and test the shoes.

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What motivates the prospect to raise her hand for permission-based

content, like an opt-in email list? What makes taking that action irresistible
for her?
The prospect is able to create a wish list on the website. When those, or similar
products are for example on sale or new shoe releases are happening he will be
contacted first and gets premium shipping time.

What does the prospect need to know in order to make an informed

decision to buy?
He needs to understand that he only has to scan his feet ONCE to receive every
shoe he wants custom tailored and fitted through the store. Also he should
understand that the shoes are made by italian craftsmen with the best materials
available.

What does she need to believe and experience in order to be delighted to

become a client or customer?
That he is part of new technology revolutionating the shoe market and wears the
best possible shoes (qualitywise and fittingwise).

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What does the actual purchasing experience look like? What are the steps?
How could that process be made simpler and more enjoyable?
The foot 3D scan is planned online. The prospect can chose a store and a date and
make an appointment. From that point on he has the possibility to buy every shoe in
the webstore with his scanned footmodel that is then tailor made just for him.

What happens immediately after the purchase is made?

The customer receives an email which contains a letter of the CEO and also product
referrals like cleaning products and oils for the shoe leather.

How is the product or service delivered today? How could you make that
experience more satisfying for this avatar?

It comes in a shoe package. To improve it the packaging could be more

sophisticated and contain a hand written letter from the CEO to create a more
personal relationship with the brand.

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What is the plan for staying in touch with this new customer? For ensuring
that she’s having an excellent experience with your product or service?
Through life-time warranty on the shoe the customer can always contact the support
for repairments. Also there is hotline if something with the product is not a expected.
Through email advertising and sales the customer is keeping in touch with the
brand.

How does a delighted customer find out how to refer you to others? What
are the steps of that experience?
Word of mouth is the most common way of referrals right now used by the company.
But we work on a online referral tool which gives you free cleaning products to your
shoes if you refer to a new prospect that then makes a footscan appointment in one
of the stores.

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High Five Content

Now you’re ready to deliver the right kind of content, to the right person, at
the right time, to keep them moving along their portion of the journey. We call
this “high five” content, it and comes in three distinct flavors.

EDUCATE: What do they need to learn in order to keep going? What do

you need to teach them to begin or continue to do business with you/
your client?

MOTIVATE: Sometimes the issue isn’t whether they’ll buy from you
or continue to buy from you, it’s whether they’ll buy at all. What
encouragement do they need?

CHALLENGE: In certain situations, your prospects and customers/

clients need to be challenged to “up their game” in order to buy from
you or entertain an upsell offer. What kind of content will inspire them
to achieve more, even more than they think they can?

You’ll be creating lots of “High Five” content throughout your content

program, but if you have any preliminary thoughts on pieces you know
you’ll want to create, you can note them here:

EDUCATE: That tailor made shoes are not only "good" for the office but also a bless
to have in private life and all different sectors of life.
MOTIVATE: To eliminate the frustration and anger coming with shoe shopping by
offering a lifelong solution for that problem for every shoe necessary in life.
CHALLENGE: To be a sophisticated businessman and look good in every situation
tailor made shoes are a must-have

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