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Empathy Map Guide

A collaborative tool to gain deeper insight into your users by exploring what they say, think, do, and feel.

User: [Persona Name]

Says

What are some quotes and defining words the user said?

"I want something reliable."
"I don't understand why this is so complicated."

Thinks

What is occupying the user's thoughts? What matters to them that they might not say aloud?

"Is this really worth the price?"
"I hope I don't look stupid doing this."

Does

What actions does the user take? What behaviors have you observed?

Refreshes the page multiple times.
Compares prices on another tab.

Feels

What is the user's emotional state? What worries or excites them?

Frustrated by the load time.
Excited about the new feature.

How to Use It

  • Gather Data: Use notes from user interviews, observations, or survey responses.
  • Cluster: Group similar notes together in the relevant quadrants.
  • Synthesize: Look for patterns and contradictions (e.g., they say one thing but do another). These often point to interesting insights.