Empathy Map

Empathy Map


My Diabetes Meals (by: Doug Warren)

This maps attributes and behaviors in quadrants (says, does, thinks, feels) around my potential users. This enables me to identify their problems (“pain points”), and help determine product features and tasks they would use. This reflects the current (as-is) state before the app is available.

User: Doug


This empathy map was created using many different resources that I have studied and tried to blend together for my use. Although it might be helpful to provide visual formats, I decided to simply focus on a Markdown document so I could focus on the structure and content; I can offer alternate presentation styles later, if that seems desirable.

WHO are we empathizing with?

Who is the person we want to understand? What is their situation? What is their role in the situation?

  • Focus on person with diabetes
  • Seeking low-carb recipes
  • Important for better health

What do they need to DO?

What do they today? What behavior have we observed? What do they need to do differently? What task(s) do they want or need to get get done? What can we imagine them doing? What decision(s) do they need to make? How will we know they were successful

  • Browse web sites to find recipes and save links & photos
  • Selects meal from One Drop food library to calculate total carbs & calories
  • Takes meal photo for One Drop food moment with carbs
  • Saves meal photo in iPhone Photos library (and iCloud)
  • Posts meal photo for sharing to Instagram, Pinterest, and personal Blog
  • Scrolls Photos library to identify previous meal and get date
  • Scrolls One Drop log for date with that food moment for carbs
  • Without recipes, eat foods that do not help control diabetes
  • Organize, plan, and track meals
  • Determine food impact on glucose
  • Achieve better average glucose and lower daily carbs

What do they SEE?

What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and doing? What are they watching and reading?

  • Most people cook her meals
  • I tend to rely on my wife’s cooking
  • Better to cook myself
  • Using cookbooks and web sites for ideas

What do they SAY?

What have we heard them say? What can we imagine them saying?

  • I would like to cook more healthy meals
  • Where can I find good recipes?
  • I need ideas for breakfast, lunch, dinner, and snacks
  • I would like to understand foods good for my diabetes
  • I want to organize photos and favorites by course, tag, and calendar (day, week, month)
  • It would be nice to include restaurants, locations, and key menu items when eating out

What do they HEAR?

What are they hearing others say? What are there hearing from friends? What are they hearing from colleagues? What are they hearing second-hand?

  • That meal did not affect my glucose
  • This is a really healthy recipe
  • Try these low-carb recipes
  • It’s better fo diabetes to eat lower-carb meals

What do they THINK?

Gains: What are their wants, needs, hopes and dreams?

  • How do I know which recipes are best for diabetes?
  • It takes too much time to find and organize healthy recipes for diabetes
  • It’s hard to calculate appropriate carbs, calories, servings, and serving sizes
  • It’s difficult to remember meals that were either good or bad for me
  • It’s not easy to select daily meals and determine a weekly plan

What do they FEEL?

Pains: What are their fears, frustrations, and anxieties?

  • Frustrated: Not eating healthy to maintain diabetes glucose control
  • Overwhelmed: Lots available, but hard to choose recipes for meals
  • Anxious: Worry about eating too many carbs
  • Fear: Afraid of future diabetes complications
  • Inadequate: Lack of integration between One Drop, Photos, meal plans, recipes, and social media

What other thoughts and feelings will motivate their behavior?


See more information about my users for this project: