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Empathy Map
Synonyms: empathy mapping, empathy map canvas, user empathy map, says-thinks-does-feels map
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Definition
An empathy map is a one-page visual that organizes what a team knows about one type of user. It has 4 quadrants:
- Says: direct quotes from interviews and tests
- Thinks: concerns or thoughts the user may not say aloud
- Does: observed actions and behaviors
- Feels: emotions connected to the experience
Teams typically create one after research to build a shared understanding before developing personas or journey maps.
Use cases
Empathy maps help teams surface gaps and inconsistencies in their understanding of a user.
- Unverified assumptions: A team fills the map from memory instead of research, creating a polished-looking but unreliable picture.
- Mixed user types: One map combines users with different needs, making patterns difficult to interpret.
- Stale understanding: A map created early in a project no longer reflects what the team learns later.
How it's used in practice
- Separate user types: Create one map for each meaningful persona or segment.
- Add evidence: Link statements and observations to specific research sources.
- Investigate contradictions: Flag differences between what users say and what they do for further research.
- Identify gaps: Use empty areas to decide what information needs further investigation.
- Connect to other artifacts: Use the map to inform personas, journey maps, or design decisions.
Pro-tip: Mark notes that comes directly from research. Treat everything else as an assumption until it's verified.
Challenges & limitations
- Thinks vs. feels can blur: Some observations could reasonably fit either category, making the distinction subjective.
- Can legitimize guesswork: Without clear evidence, teams may mistake assumptions for user insight.
- Limited context: An empathy map summarizes a user's perspective but doesn't show how needs or behaviors change across time and touchpoints.
Free resources
- NN/g: Sympathy vs. Empathy in UX — the empathy spectrum and why understanding users differs from feeling sorry for them
- Dave Gray: Updated Empathy Map Canvas — why the canvas was redesigned, and how to work through it in order
