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How-To: This tool is to be used in conjunction with your user-persona map. Considering your user in the middle, start by building up a profile around what they hear, see, feel and do. Once you have identified as many of these as you can, move onto the bottom section.

Identify their unique pains, problems, needs and frustrations. List these under the pains section, before moving onto the values section. For the specific user, identify the goals, demands and success criteria in regards to your product/service. This tool can be repeated with as many different users and personas as you wish until you are happy you have considered the problems from different perspectives. 

Purpose: The empathy map is useful for really digging deep into your users profile and to reframe the problem from different viewpoints. Your business will have many different users, each with their own frustrations and needs. By mapping these for different user segments, the tool forces you to think about the problem from different angles and again helps to identify some of the most important issues.  

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