Whiteboard template

Empathy map template

Put yourself in your user's shoes. An empathy map collects what a person says, thinks, does and feels, so the whole team designs for the same person.

Use this template for free All templates
  • Says, Thinks, Does and Feels
  • The user at the centre
  • Made for research synthesis
  • Live for the whole team
An empathy map whiteboard in Starlex for a team lead, with notes in the says, thinks, does and feels quadrants

What is an empathy map?

An empathy map is a simple visual for understanding one type of user. It was created by Dave Gray and is now a standard design thinking tool. Its four quadrants separate what you can observe (what people say and do) from what you can only infer (what they think and feel). The gaps between the two are often where the best product ideas hide.

The four quadrants

  • Says: quotes from interviews, support tickets or reviews.
  • Thinks: what occupies their mind, including worries they may not say out loud.
  • Does: behaviour you have seen, such as habits, tools and workarounds.
  • Feels: emotions, for example frustration, pride or anxiety.

How to create one

  1. Pick one user type and write it in the centre, for example "team lead".
  2. Go through your research notes and add what the person said and did. Use real quotes where you can.
  3. Infer what they think and feel from the evidence, and mark guesses as guesses.
  4. Look for contradictions, such as saying one thing and doing another.
  5. Write down two or three needs the team should design for.

Example

The example map describes a team lead. They say "I just need to see what is late", wonder whether the team will adopt another tool, check the board every morning and feel stressed in the week before a release. The insight: they need a quick view of what is at risk, not more features.

Tips

  • Base the map on research. A map made from assumptions is one stakeholder's opinion in disguise.
  • Make one map per user type, and keep it next to the product's user stories.
  • Revisit maps after new research. People and markets change.

Use this template in Starlex

Open a project, go to Notes, then Whiteboards, choose New whiteboard and pick Empathy map. To add it to a board you already have, use the board's ⋯ menu.

  • Everyone in the project can work on the board at once, with live cursors and cursor chat.
  • Run a timer for silent writing, and use dot voting to choose.
  • Turn any sticky note into an issue, or bring real issues onto the board as live cards.
  • Export the board as a PNG or SVG image, or embed it in an issue description.

Frequently asked questions

What is the difference between an empathy map and a persona?

A persona describes a fictional user with a name, background and goals. An empathy map focuses on what a type of user says, thinks, does and feels in a situation. Many teams use both.

Who created the empathy map?

Dave Gray created it at XPLANE, and it became a standard design thinking tool. Newer versions add quadrants such as sees, hears, pains and gains.

Is the empathy map template free?

Yes. It is one of the whiteboard templates in every Starlex project.