Empathy Maps

Purpose

Empathy maps help us see users as whole people — what they say, think, do, and feel. This tool captures perspective and builds empathy across teams.

Instructions

Create 2 empathy maps — one for each persona you created.

Each persona should fit onto one page. Use Miro, InDesign, or another design tool.

Required Elements

Each persona must include: 

1. Says → direct quotes the persona might say (“I don’t have time for lunch”) 

2. Thinks → what’s on their mind, worries, motivations 

3. Does → observed actions and behaviors (e.g., skips meals, checks phone constantly) 

4. Feels → emotions they might experience (stressed, excited, frustrated)

Tips for Success

• Fill each quadrant with specific insights — not generic or repeated statements.

• Make sure your empathy map aligns with your persona (don’t invent unrelated behaviors).

• Presentation matters → quadrant layout should be clear, neat, and visually engaging.

• Use icons, colors, or typography to make the empathy map memorable and easy to scan.

Evaluation 

• Depth & Balance (3 pts): Each quadrant includes meaningful, distinct content..

• Connection to Persona (3 pts): Empathy map reflects persona’s context and needs..

• Clarity of Expression  (3 pts): Easy to understand; avoids vagueness.

• Professional Aesthetics (3.5 pts): Quadrants are clear, visually appealing, and consistent with persona style.