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Empathy Mapping

What is empathy mapping?

Empathy mapping is the activity of filling an empathy map with your team: you collect what users say, think, feel, and do (and optionally pains and gains) into one view. It’s a workshop format to build shared understanding and surface tensions (e.g. “says X, does Y”) before you define problem statements or personas.

Use it when: you’ve done some user research and want to synthesise it with the team, or you’re in the Empathise phase of design thinking and need a structured way to align.

Copy/paste template (workshop)

  • Quadrants: Says | Thinks | Feels | Does. Optional: Pains | Gains.
  • Source: One persona or segment; use research (quotes, observations). Label assumptions if you add them.
  • Time: 30–45 minutes. One map per user type.
  • Output: Shared view of the user; use it to draft problem statement or enrich persona.
  • Rules: Capture first; no criticism. Build on each other’s sticky notes.

Why empathy mapping matters

  • Builds shared empathy so the team isn’t designing from one person’s interpretation.
  • Surfaces gaps (e.g. “says one thing, does another”) that can drive better problem statements and solutions.
  • Fits design thinking and human-centred design as a concrete step.
  • Quick to run; low prep if you have research to hand.

What good empathy mapping includes

Checklist

  • [ ] Evidence-based – Filled from user research (interviews, observations); assumptions marked.
  • [ ] One user per map – Don’t mix segments; do a second map for another type.
  • [ ] Collaborative – Whole team (or key roles) in the room or remote; everyone contributes.
  • [ ] Follow-up – Output is used (e.g. problem statement, persona); not left on the wall.
  • [ ] Pains and gains – If you use them, make them actionable (e.g. feed into problem statement or value proposition).

Common formats

  • Classic four quadrants: Says, Thinks, Feels, Does. Use in workshops.
  • With pains and gains: Extra row or section. Use when you’re defining problems or value.
  • Remote: Same quadrants in Miro/Figma; sticky notes or cards; time-boxed.

Examples

Example (the realistic one)

After five interviews with small business owners about invoicing, you run a 30-minute session. Says: “I just want it simple.” “I forget to chase people.” Thinks: “Will this take long?” “I hope I’m not overcharging.” Feels: Anxious about late payers; relief when paid. Does: Uses spreadsheets; chases by email and phone; sometimes gives up. Pains: Time chasing; awkward conversations. Gains: Get paid on time without hassle. You use the map to draft a problem statement and to enrich a persona. See empathy map for the artefact.

Common pitfalls

  • No research: Map is all assumption. → Do this instead: Run at least a few interviews first; mark any inferred content as assumption.
  • Too generic: Could apply to anyone. → Do this instead: One segment and one context (e.g. “freelancers doing invoicing”).
  • No next step: One-off workshop; output unused. → Do this instead: Turn pains/gains into a problem statement or persona; put in backlog or doc.
  • Mixing users: One map for “everyone.” → Do this instead: One map per user type; do multiple sessions if you have multiple segments.
  • Empathy mapping vs empathy map: Empathy map is the canvas; empathy mapping is the workshop of filling it.
  • Empathy mapping vs persona: Persona is the character you keep; empathy mapping is one way to build or enrich it.
  • Empathy mapping vs design thinking: Design thinking Empathise phase often uses empathy mapping to synthesise research.

Next step

After your next round of user research, run a 30-minute empathy mapping session with your team. Fill one empathy map per segment, then draft one problem statement from the pains and gains.

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