explore · User Research, Problem Solving · 30–60 min · 2-10 people · medium energy
Empathy Map
The Empathy Map is a visual tool used to deeply understand a specific user persona by exploring what they say, think, do, and feel. It helps teams align on a shared understanding of the user and identify potential inconsistencies in their perceptions.
When to use Empathy Map
Use this method when you need to develop a deeper understanding of your target user, identify their needs and pain points, and align your team around a common perspective.
What it solves
Lack of shared understanding of the user, assumptions about user needs, designing solutions that don't resonate with the target audience.
How to run Empathy Map, step by step
- Define the user persona you want to map. (5 min)
- Draw a large empathy map with four quadrants labeled: Says, Thinks, Does, and Feels. (5 min)
- Individually brainstorm and fill in each quadrant based on existing knowledge and research. (15 min)
- Share and discuss the information in each quadrant as a group. (20 min)
- Identify any gaps in knowledge or inconsistencies in perceptions. (10 min)
- Discuss how to address the gaps in knowledge.
Materials needed
- Large paper or whiteboard
- Markers or pens
- Sticky notes (optional)
- Pre-defined user persona (if available)
Facilitator tips
- Encourage participants to base their contributions on research data whenever possible.
- Remind participants to focus on the specific user persona and avoid generalizing.
Common pitfalls
- Relying on assumptions instead of data: Encourage participants to cite sources or research.
- Generalizing about users: Remind participants to focus on the specific persona.
Variations
- Create multiple empathy maps for different user segments.
- Use the empathy map as a starting point for creating user stories or journey maps.
Running it online or hybrid
Use a digital whiteboard like Miro or Mural to allow remote participants to contribute sticky notes to each quadrant.
What it produces
A completed Empathy Map visually representing the user's thoughts, feelings, actions, and words.
Origin
Adapted from Service Design Tools — source
Build a session around Empathy Map
METODIC places Empathy Map inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.