Empathy Mapping
Definition
Empathy mapping is a collaborative visualization exercise that helps teams better understand users by systematically documenting what users say, think, feel, and do. Created by Dave Gray, this technique helps designers and stakeholders develop a deeper, shared understanding of user needs, pain points, and motivations to inform more human-centered design decisions.
Core Components
A traditional empathy map is divided into four quadrants, with additional sections sometimes added:
- Says: Quotes and key phrases the user has said during research sessions
- Thinks: What the user might be thinking but not explicitly saying
- Does: Actions and behaviors observed in the user
- Feels: Emotional states the user experiences
Additional sections often include:
- Pain Points: Frustrations, challenges, and obstacles the user faces
- Gains: Goals, wants, needs, and measures of success for the user
Process of Creating an Empathy Map
- Preparation: Gather research data from interviews, observations, and other user research
- Setup: Create the map template with the four quadrants, either physically or digitally
- Population: Fill each quadrant with relevant insights, usually using sticky notes
- Discussion: Analyze patterns, gaps, and contradictions between quadrants
- Synthesis: Summarize key insights and implications for design
- Application: Use insights to inform personas, journey maps, and design decisions
Benefits of Empathy Mapping
- Builds Empathy: Helps team members step into users' shoes and understand their perspective
- Creates Alignment: Establishes a shared understanding of users across cross-functional teams
- Uncovers Insights: Reveals contradictions between what users say and what they do
- Humanizes Data: Transforms abstract research into tangible, relatable information
- Guides Decision-Making: Provides a reference point for evaluating design options
- Identifies Opportunities: Highlights unmet needs and pain points for innovation
Variations and Adaptations
- Persona-Based Maps: Created for specific user personas rather than individual users
- Collaborative Mapping: Conducted in workshops with stakeholders to build shared understanding
- Journey-Based Maps: Focused on empathy at specific touchpoints along a user journey
- Remote Mapping: Adapted for distributed teams using digital collaboration tools
- Simplified Maps: Condensed versions focusing on just a few key dimensions
When to Use Empathy Mapping
Empathy mapping is particularly valuable:
- Early in the design process to build user understanding
- When aligning teams around user needs
- After conducting user research to synthesize findings
- When revisiting existing products to identify improvement opportunities
- During ideation to keep solutions focused on real user needs
By visualizing the user's world in a structured way, empathy mapping helps teams move beyond assumptions and create solutions truly centered on human needs and experiences.