Empathy mapping helps you understand the deeper experiences, needs, and emotions of the people you’re designing for.
It guides your team to “step into someone else’s shoes” by organizing what they say, do, think, and feel. This tool uncovers what matters most to users—beyond assumptions—so you can design with real human insight.
Best Practices
Use real quotes. Ground the map in actual words and behaviors—not assumptions.
Work as a team. Diverse perspectives help you find richer insights.
Stay specific. Include concrete examples, not vague generalizations.
Look for gaps or contradictions. These can reveal important needs or tensions.
Basic Steps
1. Pick your person. Choose a real person or customer to focus on—someone your design will impact.
2. Gather your data. Use interviews, observations, or feedback to bring in authentic perspectives.
3. Set up your empathy map layout. Create four quadrants labeled:
- Says – What are they saying out loud?
- Thinks – What might they be thinking?
- Does – What actions are they taking?
- Feels – What emotions are they experiencing?
4. Fill it in. Add quotes, behaviors, and feelings from each section using sticky notes or a digital tool.
5. Spot insights. Look for patterns or tension. What are their unmet needs? What matters most?
6. Check and use. Share the map with teammates or community members for feedback. Use it to guide decisions.
Benefits
- Builds empathy and shared understanding across your teams
- Surfaces deeper needs, motivations, and frustrations
- Aligns everyone around a real person’s experience
- Inspires ideas that are rooted in lived reality
Our Recommended Resources
Use empathy mapping early in your design process—especially after research—to turn raw insights into a clear, human- centered understanding. It’s especially helpful when you’re trying to align a team, uncover hidden needs, or prepare for ideation with a stronger grasp of your user’s world.