Discover the depth behind customer choices. Use this empathy map to explore needs, fears, and desires that drive customer behavior.
How to Use This Template
Divide the template into seven quadrants: what users say, think, feel, and do. Fill each section based on user research insights. Use sticky notes or direct quotes to capture their voice and identify emotions or thoughts driving their behavior.
1) WHO are we empathizing with?
Who is the user? What are their roles, responsibilities, and key characteristics?
- Focus on the specific user group (e.g., “Freelance Graphic Designers”).
- Consider further segmentation based on education level or field of study.
2) GOAL: What do they need to DO?
What tasks are they trying to accomplish? What are their objectives?
- Once you understand your personas, list their key needs and desires.
3) What do they SEE?
What do they observe in their environment? What influences their decisions?
- Consider the visual cues and contexts that influence the user’s experience.
4) What do they SAY?
What do they say in conversations? What are their verbal expressions?
- Conduct user interviews to gather authentic statements from users.
- Be as specific as possible to capture genuine user sentiments.
5) What do they DO?
What are their behaviors? How do they act in different situations?
- Record the actions and decisions users take in relevant scenarios.
6) What do they HEAR?
What are they hearing from others (e.g., peers, media, influencers)?
- Consider the external messages that shape their thoughts and opinions.
7) What do they THINK and FEEL?
What are their pain points and motivations? What are their worries or aspirations?
- Identify the user’s internal thoughts and emotional state.
- PAINS: What frustrates them? What obstacles do they face?
- GAINS: What are their desires? What do they hope to achieve?