An empathy map is a collaborative tool used in design thinking to step into the shoes of your target audience. It visually organises insights from user research to build a comprehensive understanding of their thoughts, feelings, needs, and behaviours. Imagine a four-quadrant square with the user in the centre.

Each quadrant focuses on a different aspect of the user’s experience.  “Says/Thinks” captures their verbal and internal thoughts through quotes and observations. “Feels/Feels” explores their emotions and reactions to situations. “Does/Acts” documents their observable behaviours. Finally, “Pain Points/Needs” identifies their challenges, desires, and underlying motivations. By populating these sections with user research data, the team gains a holistic perspective, allowing them to design products, services, or experiences that truly resonate with the user.