What is an Empathy Map, and why is it valuable for your business?

Germán Coppola
Nov 28, 2017 · 10 min read
Image for post
Image for post

Why do some products fail?

QUADRANT ONE: Start at the top in the Goal section.

Image for post
Image for post
Our Avatar — in Spanish, sorry English speakers :)
Image for post
Image for post
Product Development Team Yumiwi at an Empathy Map session.

QUADRANT TWO: What do they see?

QUADRANT THREE: What do they Say?

QUADRANT FOUR: What do they Do?

QUADRANT FIVE: What do they Hear?

QUADRANT SIX: What do they Think and Feel?

Image for post
Image for post

I think, therefore I Buy.



Image for post
Image for post

This story is published in The Startup, where 266,600+ people come together to read Medium’s leading stories on entrepreneurship.

Subscribe to receive our top stories here.

Image for post
Image for post

The Startup

Medium's largest active publication, followed by +685K people. Follow to join our community.

Sign up for Top Stories

By The Startup

A newsletter that delivers The Startup's most popular stories to your inbox once a month. Take a look

By signing up, you will create a Medium account if you don’t already have one. Review our Privacy Policy for more information about our privacy practices.

Check your inbox
Medium sent you an email at to complete your subscription.

Germán Coppola

Written by

Helping brands empower attendees at events — CEO/Founder — Yumiwi

The Startup

Medium's largest active publication, followed by +685K people. Follow to join our community.

Germán Coppola

Written by

Helping brands empower attendees at events — CEO/Founder — Yumiwi

The Startup

Medium's largest active publication, followed by +685K people. Follow to join our community.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch

Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore

Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store