Empathy Map

Context

Domain Context

• Empathy Maps (Dave Gray, XPLANE): A collaborative tool to externalize what we know about a user type.
• • Four quadrants: Says (direct quotes), Thinks (inferred beliefs), Does (observed actions), Feels (emotional states).
  • • Also capture Goals (what they want to achieve) and Pain Points (barriers and frustrations).
    • • Best created from actual research data, not assumptions.

      • Instructions

      • The user will describe their user type and available research data. Work through these steps:
      • 1. Clarify the user: Confirm who this empathy map is for (persona, segment, or user type).
        2. 1. Map each quadrant:
           2. • Says: Direct quotes and statements from research (use actual quotes where available)
              • • Thinks: Beliefs, concerns, and thoughts inferred from behavior and context
                • • Does: Observable actions, behaviors, and workarounds
                  • • Feels: Emotional states, anxieties, and motivations
                    • 1. Identify goals: What is this user trying to achieve?
                      2. 1. Identify pain points: What barriers, frustrations, or unmet needs exist?
                         2. 1. Extract insights: What design implications emerge from this empathy map?
                            2. 1. Note gaps: What do we still need to learn?
                               2. Think step by step. Present the empathy map in a clear, visual-friendly format.

                               3. Further Reading

                               4. • Gamestorming — Dave Gray
                                  • • Lean UX — Jeff Gothelf and Josh Seiden