Module 04 · 20 min
Empathy map
An empathy map has four quadrants: what the user said, did, thought, and felt. It turns interview and observation notes into a shared picture of the person.
The four quadrants
Fill each quadrant with short notes from research. Quotes go in Said. Observable actions go in Did. Inferences about inner voice go in Thought and Felt — mark them as inferences when you are unsure.
- Said — words from interviews or surveys
- Did — actions you watched or they described
- Thought — what seems to be on their mind
- Felt — emotions across the experience
Example: Bazaar empathy map
A sample map for the shopping persona. Replace these lines with notes from your own interviews.