Empathy Map

Empathy maps visualize users' emotions and feelings related to a particular service or experience. Empathy maps help to synthesize your research into a consolidated format of what a user thinks, feels, says and does during a specific service. Understanding the emotional aspects of your users can better inform their needs in relation to your service. Empathy maps can also be used to develop personas.


  1. Print out the Empathy Map template or make a quadrant on a whiteboard
  2. Label the quadrants with the following titles: Say; Do; Think; Feel.
    • SAY: What are some quotes and defining words your user said? 
    • DO: What actions and behaviours did you notice? 
    • THINK: What might your user be thinking? What does this tell you about his or her beliefs?
    • FEEL: What emotions might your subject be feeling? 
  3. You can also create sections for “Pains” and “Gains” at the bottom of the quadrant.
  4. Populate the quadrants with the matching research data using all your research
  5. Identify user needs or insights based on the mapped emotions


  • You can adjust the map to fit your particular research needs. For example, you can include “Hear” as an element to map if you’re designing a service in a physical space. 
  • Separate empathy maps should be created for each user segment or persona