44 Empathy Map
EMPATHY MAP–use with interviewees
|
SAYS
|
THINKS |
|
DOES
|
FEELS |
The SAYS quadrant contains what the user says out loud in an interview. Ideally, it contains verbatim and direct quotes from the interview.
The THINKS quadrant captures what the user is thinking. What occupies the user’s thoughts? What matters to the user? It is possible to have the same content in both Says and Thinks. However, pay special attention to what users think but may not be willing to vocalize. Try to understand why they are reluctant to share — are they unsure, self-conscious, polite, or afraid to tell others something?
The DOES quadrant encloses the actions the user takes. From the research, what does the user physically do? How does the user go about doing it?
The FEELS quadrant is the user’s emotional state, often represented as an adjective plus a short sentence for context. Ask yourself
