An empathy map records how exactly a user interacts with an existing service product. Special attention is paid to what a user says, thinks, does, and feels during the interaction. Empathy maps help to evaluate existing service products from the user's point of view and to illustrate existing errors in a way that is comprehensible to other people.

An employee experience describes how employees experience the work environment or structures. Particularly in the service context, employees are under enormous performance pressure and high stress. An evaluation of existing service design therefore always takes into account the existing EX and tries to create improvements in the service process for customers and employees at the same time.