Build a greater understanding of your problem and the people it impacts.

Empathy map


Creating a visualization of user thoughts and attitudes to help align the team on a project’s needs and layout


To cultivate a deep understanding of user needs and feelings regarding a product.

Time required

20-45 minutes

How to do it

  1. Create an empathy map split into four quadrants: “Says,” “Thinks,” “Feels,” and “Does.”
  2. Through user research, fill out the map to help visualize profiles.
  3. Use the map to inform your design process.

Additional resources

Traditional Empathy Map

Empathy Map: The First Step in Design Thinking - Sarah Gibbons