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Empathy Map
Empathy is the first step in design thinking because it enables designers to understand, empathize, and share user
feelings. Through empathy, we can put ourselves in consideration for others and understand how they feel about their
problems, situations, or situations.
Before we begin to figure out what the problem is or try to solve it, it’s always a good idea to “walk a mile from the user’s
point of view” and understand the user. A very useful tool to do this is the Empathy Map. An Empathy Map is a
collaborative visualization used to clarify our understanding of a specific type of user. It helps to 1) create a common
understanding of user needs and 2) help decision-making. It also helps to deepen understanding and gain insight into
user behaviour.
The traditional empathy map is divided into 4 quadrants (Says, Thinks, Does, and EMPATHY MAP
Feels), with the user or persona in the middle. Empathy maps provide an overview
of the user as a whole and are not sequential.
SAYS THINKS
• The Says quadrant contains what the user says aloud in an interview
• The Thinks quadrant contains what the user is thinking about his/her
experience. USER
• The Does quadrant depicts the actions of the user
• The Feels quadrant denotes the user’s emotional state, often represented as DOES FEELS
an adjective along with a short sentence for context.
To create an Empathy Map about a user, first, draw the grid. Secondly, add the
observations in the respective quadrants. These observations can be written directly in the quadrant or one sticky note
per observation can be added to each quadrant. Let’s see an example as given below.
Empathy Map for a parent, Ms. Neena, seeking admission for her ward in a school in class IX:
SAYING THINKING
I have few queries. How time-consuming will it be?
I need to know. I must get an answer to my queries quickly.
I am in process of selecting a good school for my Will I be able to get a seat?
ward.
Will the school reception be open to answering
How to get information about the admission my queries?
process during this pandemic.
Ms. Neena
DOING FEELS
Applying through email for ward’s admission. I am confused.
Calling and checking at the school admission I don’t understand.
desk.
I am not getting enough information.
Surfing net and school websites.
I am feeling frustrated.
Critical & Creative Thinking 235

