The empathy map is a CONVERGING TOOL in the research phase to funnel accumulated insights (but also signals), condense them and look for issues that are important to the identified target group. The empathy map is a structured tool to collate obtained insights in order to create personae.
The tool is an observational research and questioning framework used to broaden the researcher’s perspective and make sense of elements being present in a particular context. The abbreviation POEMS stands for 5 contextual elements:
The User Journey Map is a flow map that tracks user steps through an entire action or procedure. This method breaks down an entire journey into individual components, in order to obtain a coherent understanding of experiences and problems users encounter throughout a process. The User Journey Map is a tool for touch point analysis.
An insight, according to common definition, is the act of “seeing into” a situation or understanding the “inner nature” of what has been witnessed. An insight encapsulates a generally acceptable compression of researched signals. Our experience has shown that the most useful insights are the nonobvious and even surprising ones.