EMPATHY MAP

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Version & Date:
Quick guide: The Empathy Map is a tool for emphatic target
group analysis and helps users to perceive their own feelings Lewrick / Link / Leifer
better and to empathize with their own actions. The aim is to
gain a deep insight into potential users by answering as many The Design Thinking Toolbox
open Wh-questions as possible. More tips & tricks for this template on book page: 93 978-1-119-62919-1

Thinking and feeling What if a game about the history of my country would exist?
What does the user/customer think and feel?

He/She is proud of rich history and immense culture of their country and would like to
spread the history and traditions widely. Seeing
Hearing What does the customer/user see?
What does the user/customer hear?
Fewer and fewer people are
“Bulgaria or Romania it doesn’t interested in Balkans culture.
matter, it’s actually the same.”
Population decline:
A lot of steryotypes (Bulgarian steryotypes):

They play PRG/historical/fantasy games.

“Why are there no game about Bulguria?

They write a post on Reddit asking the “AskBalkans” community about the
differences between Balkans culture.

Saying and doing

What does the customer/user say?

Pains Gains
What are the biggest problems and challenges? What are the opportunities and benefits?

1) Evaluation of culture (comparison of the home country’s The issue of the spread of the country's cultural history has
culture with other Balkan countries) become increasingly important

2) Decline in the country's population (according to the

sources about the Bulgarian population)

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