Empathy Mapping by ServiceNow
Help establish happy and loyal customers
Why use this?
To understand our user's emotional states and attitudes and to incorporate that empathy into our products
To help establish happy and loyal customers
What is this used for?
An empathy map is a collaborative visualization used to articulate what we know about a particular type of user. This is qualitative method that externalizes knowledge about users in order to create a shared understanding of user needs and aid in decision-making. This process can help distill and categorize your knowledge of the user into one place.
What do I need?
Stakeholders
Designers, product managers, sales, marketing, etc.
Customer or user research (qualitative data): user interviews, field studies, diary studies, listening sessions, or qualitative surveys
How do I proceed?
Define the scope and goal
Gather your team for a workshop
Individually write sticky notes for each quadrant
As a team, converge and cluster the sticky notes within each quadrant
Plan to circle back to the empathy map as more research is gathered or to guide UX decisions
This template was created by ServiceNow.
Get started with this template right now.
Empathy Mapping for Impact
Works best for:
Market Research, Research & Design
Empathy Mapping For Impact template is designed to help you capture and understand user experiences deeply. By focusing on what users think, feel, and do, you can create impactful and meaningful products. Perfect for UX designers and researchers.
Empathy Map Template by Jeshua MacDonald
Works best for:
Market Research, Research & Design
The Empathy Map template is essential for anyone looking to understand their audience better. It helps you gather insights into user thoughts and behaviors, allowing you to design more user-centered products and services. Perfect for UX designers and marketers.
Storyboard for Marketing Campaign Template
Works best for:
Storyboard
The Storyboard for Marketing Campaign template helps you visually plan and structure each scene of your campaign. Outline objectives, visuals, messages, and calls to action for each part, ensuring clarity and impact. Ideal for marketing teams, this template enables effective collaboration, aligns messaging, and maximizes audience engagement through strategic storytelling.
Storyboard for Video Production Template
Works best for:
Storyboard
The Storyboard for Video Production template is your go-to tool for planning every shot of your video project. Outline scenes, dialogues, camera angles, and visual elements to create a coherent narrative. Perfect for filmmakers, educators, or content creators, this template ensures that every aspect of your video aligns with your creative vision, streamlining production and enhancing the overall quality and impact of your project.
Storyboard Template
Works best for:
Design Thinking
While storyboard is typically associated with planning out scenes for a movie or TV show, it’s been widely adopted throughout the business world. A storyboard is a sequence of illustrations that are used to develop a story. You can use the Storyboarding template anytime you’d like to really put yourself in a customer or user’s position and understand how they think, feel, and act. This tactic can be especially useful when you know there’s a problem or inefficiency with an existing process. You can storyboard existing processes or workflows and plan how you would like them to look in the future.
HEART Framework Template
Works best for:
Desk Research, Project Management, User Experience
Happiness, Engagement, Adoption, Retention, and Task Success. Those are the pillars of user experience — which is why they serve as the key metrics in the HEART framework. Developed by the research team at Google, this framework gives larger companies an accurate way to measure user experience at scale, which you can then reference throughout the product development lifecycle. While the HEART framework uses five metrics, you might not need all five for every project — choose the ones that will be most useful for your company and project.