Empathy Map
An easily understood chart that explains everything designers have learned about a type of user
Why it matters
It turns a pile of interview notes into one shared picture of a user — and its quadrants expose the gaps: a map with a full “Says” and an empty “Feels” tells you exactly what your research missed.
See it
Four quadrants around one person — the emptiest quadrant is your next research question.
The numbers
- 4 quadrants — says, thinks, does, feels
- 1 user type per map — merging blurs both
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