Empathy Map
Build shared understanding of a user across Says, Thinks, Does and Feels.
PERSONA
“Says
What they say out loud
?Thinks
What occupies their thoughts
▸Does
Actions and behaviours
♥Feels
Emotions and worries
Pains
Gains
What is Empathy Map?
An empathy map builds shared team understanding of a user by capturing what they say, think, do, and feel — turning scattered research into one clear picture.
How to read your result
- Says: direct quotes you've heard from them.
- Thinks: beliefs and worries they may not voice.
- Does: observable actions and behaviours.
- Feels: emotions — pair with pains and gains for the full picture.
Frequently asked questions
What is an empathy map used for?
To align a team on who they're building for by summarizing a user's words, thoughts, actions, and feelings in one shared canvas.