Empathy Map

An Empathy Map is a visual representation that captures key aspects of a user’s experience. It is typically divided into four quadrants: Says, Thinks, Does, and Feels. Each quadrant focuses on a different dimension of the user’s experience, providing a comprehensive view of their perspective.

The “Says” quadrant captures what the user says out loud in interviews or conversations. This can include direct quotes or paraphrased statements that reflect their opinions and experiences. By documenting what users say, teams can identify common themes and pain points.

The “Thinks” quadrant focuses on what the user is thinking, which may not always be expressed verbally. This includes their beliefs, assumptions, and internal thoughts about the product or service. Understanding what users think helps teams to uncover hidden motivations and concerns.

The “Does” quadrant documents the user’s actions and behaviors. This includes what they do in relation to the product or service, such as how they use it, how often they use it, and any workarounds they employ. Observing what users do provides valuable insights into their actual behavior and usage patterns.

The “Feels” quadrant captures the user’s emotions and feelings. This includes their emotional responses to the product or service, such as frustration, satisfaction, or excitement. Understanding how users feel helps teams to design experiences that evoke positive emotions and address negative ones.

To create an Empathy Map, teams typically gather data from user interviews, observations, and other research methods. This data is then synthesized and organized into the four quadrants. The resulting map provides a holistic view of the user’s experience, helping teams to identify opportunities for improvement and innovation.

Empathy Maps are particularly useful in the early stages of product development, as they help teams to align on the user’s perspective and prioritize features that address their needs. They can also be used throughout the development process to validate assumptions and ensure that the product remains user-centered.

In summary, an Empathy Map is a powerful tool for understanding users. By capturing what users say, think, do, and feel, teams can gain deeper insights into their needs and design products that deliver value. Empathy Maps help to foster a user-centered approach to product development, leading to better outcomes for both users and the business.