Empathy Maps For UX & Marketing Personas

The Nielsen/Norman Group has been studying user behavior for years and consistently produces some of the most insightful research available to marketers.

In this video, Sarah Gibbons, the Nielsen Norman Group’s Chief Designer, walks through a 5-step process for creating empathy maps that describe user characteristics at the start of a UX design process. They are:

  1. Define your scope and goals,
  2. Gather your materials,
  3. Conduct your research,
  4. Diverge and generate, and
  5. Converge and synthesize.

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