Empathy Map
THINK & FEEL
“This is definitely going into my Fb”
“I Have to get groceries before heading back home”
“Matty has a playdate at 4 and I have to turn in the project by 6”
“There’s not enough hours in the day”
“Am I missing my kids growing up?”
“I wish my kids were more active and not spend all day playing with the Ipad”
“I want to make sure my kids are safe”
“Are my kids losing their creativity?”
“My kids are not getting enough sleep”
See
Her kids playing on the IPad all day
Post-its on her computer with stuff that stills needs to be done
Her husband not paying attention to the kids
The kids climbing on the table and almost falling and hurting themselves
Empty space in the playroom
Other moms struggling to manage everything they
have to do and raising their kids
Posts on social media by her friends with kids
about something out of the ordinary that happened to them that day
Hear
Other moms talking about the newest addition
to their house
Her husband on the phone talking with his boss
Her boss asking if the project will be done in time
Kids fighting over the Ipad
“Mom! I’m bored!”
“Mom! Can you read me a story?”
“Mom! Can I watch tv?”
Reports on TV on how her kids’ reading ability might be affected by being online all day long
Say & Do
Shares with her followers an observation about the day she had
Interacts with other moms on
Facebook and Pinterest
Makes lists of all the things she needs to do before the day is over
“Matty get down from the table!”
Tries to keep up with the apps and games her kids are using
Organizes playdates with her friends with kids so she can have some time for herself
Goes out and talks with her friends about a new place or thing she found online
Try to find creative ways to engage with her kids
Buys only the best for her kids. Organic and locally produced food
Pain
Hard to find products she can trust
Can’t engage with her kids as much as she would like
Fear she’s becoming her mom
Fear of missing out
Can’t compete with technology
Frustrated that nobody gets her
She has to be always on, no time for herself
Constant concern about her kids being ready for the world
Gain
Quality time with her kids
Safe place for her kids to play with
Something she can also use while the kids are at school
Becoming a trendsetter among other moms
Pride in having found a way to reconnect with her kids
Less time worrying = more productive time
Kids are developing their creativity again
Nostalgia of building forts with her siblings = reconnect with the family