Research & strategy

Empathy Map

One canvas for what a user says, thinks, does and feels.

⏱ 9 minBeginnerBy Dave Gray, XPLANESince 2010

Use it when

Synthesising interviews with your team.

You'll walk away with

An empathy map and insights from its contradictions.

Step 1 · The idea

Put yourself in the user's shoes, on one page

An empathy map is a simple canvas that captures what one type of user says, thinks, does and feels. It was created by Dave Gray at the consultancy XPLANE and popularised in Gamestorming (2010).

You fill it in after research, with the team, to turn interview notes into shared understanding. The magic is in the gaps: what people say often differs from what they do.

Gray later updated the canvas (2017) with “See” and “Hear”, plus a goal at the top. The four-quadrant version here is the one most teams start with.

The model

Four quadrants, plus pains and gains

Says

Direct quotes from interviews.

Example: “I just want to be sure the money has really come.”

Thinks

What they believe or worry about but may not say.

Example: What if a customer shows me a fake success screen?

Does

Actions and behaviours you observed.

Example: Asks his son to check the bank balance every evening

Feels

Emotions: anxious, relieved, frustrated….

Example: Tense at the evening rush

Pains

Fears and obstacles.

Example: Payment jargon he can't follow

Gains

Wants and success.

Example: Certainty that each payment arrived

Step 3 · Real process

From an interview to an insight

A fictional researcher maps Ramesh, who runs a grocery shop and recently started accepting QR payments through a payments app.

Interview notes

R: “The app is fine, I guess. I just want to be sure the money has really come.”

Observed: refreshes the app while the customer waits

Step 1

The interview

Capture exact quotes and what you see, separately. Both go on the map.

Research

Says

Thinks

Does

Feels

Step 2

Sort into quadrants

The team puts each note in a quadrant. Disagreements (“is this Thinks or Feels?”) lead to good discussions.

Synthesis

Says

“The app is fine.”

Does

Refreshes 3 times per payment · asks his son to check the bank at night

⚡ Gap found

Step 3

Spot the contradiction

He says it's fine, but his actions show he doesn't trust what the app tells him.

Says ≠ Does

Insight

Shop owners don't need more data. They need instant, unmistakable proof that the money arrived.

Step 4

Write the insight

An insight explains the “why” behind the gap. It's what the design should answer.

Insight

Payment received

₹240 received ✓

From Anil K. · in your bank now. Today: ₹6,820 from 31 payments.

Share day total

Step 5

Design from it

A loud, clear confirmation and a simple day total that his son can see too — built for how he already behaves.

Design idea

Fictional example for teaching.

Step 4 · Try it

Build an empathy map

Add notes to each quadrant. The example is loaded to start.

Note

Quadrant

Who is this map about?

SaysDirect quotes from interviews

ThinksWhat they believe or worry about but may not say

DoesActions and behaviours you observed

FeelsEmotions: anxious, relieved, frustrated…

PainsFears and obstacles

GainsWants and success

Click a note to remove it. Your map is saved in this browser.

Watch out

Common mistakes

✓ Do

Base it on real research, and link notes to sources
One map per user type
Look for contradictions between quadrants
Fill it in together as a team
Turn it into insights and HMW questions

✗ Avoid

Filling it in from assumptions and treating it as fact
Mixing several different users on one map
Writing features instead of observations
Making it and never using it again
Only positive or polite notes

Cheat sheet

Empathy Map in one screen

          SAYS  │  THINKS
     ─────────── USER ───────────
          DOES  │  FEELS
     PAINS (fears, obstacles)  ·  GAINS (wants, success)

SAYS    direct quotes
THINKS  beliefs, worries (often unspoken)
DOES    observed actions
FEELS   emotions

HOW TO USE
1. Do research first (interviews, observation)
2. One map per user type
3. Sort notes as a team
4. Circle contradictions (Says ≠ Does)
5. Write insights → How might we…

Use it at work

Figma template

A ready-made canvas for running this framework with your team. Free, editable, and it works in Figma and FigJam.

Figma & FigJam · free

Empathy map

Says / Thinks / Does / Feels
Pains and gains
Who and goal

1Download the SVG, or copy it to your clipboard.
2In Figma or FigJam, drag the file onto the canvas — or paste with ⌘V / Ctrl V.
3Everything arrives as editable layers: type in the boxes, add stickies, duplicate rows.

Download SVGOpen in Figma ↗

Check yourself