What is an Empathy Map?
An Empathy Map is a visualization tool used in design thinking to understand and empathize with users. It captures what users say, think, feel, and do, helping teams gain insights into their needs, motivations, and pain points. The map is divided into sections representing different aspects of the user’s experience, such as their goals, challenges, and emotions.
Components of an Empathy Map:
- Says: Direct quotes or feedback from the user.
- Thinks: Internal thoughts and beliefs that may not be explicitly stated.
- Feels: Emotions and reactions to the product or situation.
- Does: Observable behaviors and actions.
Empathy maps are used early in the design process to inform user personas, journey maps, and other tools that guide the creation of user-centered designs.