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Nine tips for empathy mapping that improves user experience

An empathy map is a simple visual tool that captures what a user says, thinks, does and feels, often with pains and gains. Useful empathy maps are based on real research, focus on one user group, are created collaboratively, highlight contradictions between what people say and do, and are turned into specific design questions and actions.

What an empathy map is

An empathy map is a collaborative visual tool that summarises what a team knows about a particular type of user. It is usually divided into four quadrants: what the user says, what they think, what they do and what they feel. Many versions also include sections for pains, the frustrations and obstacles users face, and gains, the outcomes they hope for. The goal is to build a shared understanding of users so teams design from their perspective rather than their own.

Empathy maps are popular in design thinking workshops because they are quick to create and easy to understand. Our guide to design thinking explains where empathy mapping fits in the wider process.

The four quadrants

Quadrant	What it captures	Example for a first-time online shopper
Says	Direct quotes from research	"I never know when my order will arrive."
Thinks	Beliefs and concerns, which may not be spoken	Worries the site may not be trustworthy
Does	Observable actions and behaviours	Checks reviews on several other websites
Feels	Emotions during the experience	Anxious at checkout, relieved at confirmation
Pains	Frustrations and obstacles	Hidden delivery costs, long forms
Gains	Desired outcomes	Fast delivery, easy returns

Nine tips at a glance

Tip	Why it matters
1. Start with research	Prevents maps based on assumptions
2. Focus on one user group	Keeps insights specific
3. Define the scenario	Gives context to behaviour and feelings
4. Involve a mix of people	Brings different perspectives
5. Use real quotes	Keeps the user’s voice central
6. Look for contradictions	Reveals hidden needs
7. Capture emotions	Shows what matters most to users
8. Turn insights into questions	Bridges understanding and design
9. Keep maps alive	Updates them as you learn more

Tips 1 to 3: research, focus and scenario

The most common mistake is filling an empathy map with guesses. Start with real research: interviews, observation, usability tests, support logs or surveys. Then focus on a single user group, such as first-time customers or experienced administrators, since different groups often have very different experiences. Define a specific scenario, such as "booking a doctor’s appointment on a phone during a work break", so the map describes behaviour in context. Our complete guide to UX research explains how to gather the evidence.

Tips 4 and 5: people and quotes

Invite people from design, product, engineering, support and sales to create the map together. Each brings different knowledge about users. Use real quotes from research in the "says" quadrant wherever possible, written exactly as users said them. Direct quotes keep the map grounded and are often more persuasive than summaries.

Tips 6 and 7: contradictions and emotions

Some of the most valuable insights come from contradictions between quadrants. A user might say price matters most, yet be observed choosing a more expensive option because delivery is faster. These gaps reveal needs people do not articulate directly. Pay close attention to emotions too: moments of anxiety, confusion, frustration or relief show where design changes will have the most impact.

Running empathy mapping remotely

Empathy maps work well on digital whiteboards for distributed teams. Prepare a template with the quadrants in advance, share research notes and quotes before the session, and give everyone a few minutes to add sticky notes silently before discussing. Silent writing first ensures quieter participants contribute and prevents the loudest voices from shaping the map. Group similar notes together, then discuss patterns and contradictions as a team.

Tips 8 and 9: action and updates

An empathy map only creates value when it leads to action. After the session, turn key insights into "how might we" questions, such as "How might we show delivery dates earlier to reduce anxiety at checkout?" Prioritise these questions and link them to design work. Keep the map visible and update it as new research arrives, so it remains a living reference rather than a one-off artefact.

Highlight key insights: Mark the most important pains, gains and contradictions.
Write how-might-we questions: Turn each insight into a design opportunity.
Prioritise: Rank by impact and feasibility.
Assign owners: Link questions to designers and product managers.
Test solutions: Prototype and test ideas with users.

Empathy maps and other tools

Personas: Describe a user group in more depth, often including goals and context.
Journey maps: Show the experience step by step over time.
Empathy maps: Capture a snapshot of what users say, think, do and feel.
Value proposition canvas: Connects customer needs with what the product offers.

Empathy maps often feed into personas and journey maps. Our guides to customer journey maps and the value proposition canvas cover these related tools.

Frequently asked questions

What are the four quadrants of an empathy map?

Says, thinks, does and feels, often with additional sections for pains and gains.

How long does an empathy mapping session take?

Typically one to two hours, after research has been completed.

Can empathy maps be created without research?

They can, but maps based on assumptions can mislead teams. Use real research wherever possible.

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

An empathy map is a quick snapshot of user thoughts and feelings; a persona is a fuller profile of a user group.

Who should take part in empathy mapping?

A mix of designers, researchers, product managers, engineers and people who talk to customers, such as support or sales staff.

How often should empathy maps be updated?

Whenever new research adds meaningful insight, and at least when starting a new project phase for the same user group.

Can empathy maps include Arabic-speaking users?

Yes. Map each language or cultural group separately if their needs and experiences differ significantly.

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