Purpose
The method helps build a shared picture of a user group and shows where evidence is still missing.
UX Research
Empathy Mapping
Sorts user perspectives into say, think, do, and feel, separating observed facts from assumptions.
What does our user say, think, do, and feel, how do we know this, and where are our blind spots?
LowWorkshop30-60 min
How it works
The team collects known statements, observations, and hypotheses into the fields say, think, do, and feel. Then it identifies patterns, contradictions, and knowledge gaps and translates them into research questions or product decisions.
Visual orientation
Method sketch for a quick mental model.
Flow
- 1Select user type
- 2Add evidence
- 3Mark unknowns
- 4Discuss patterns
- 5Derive actions
The runsheet guides execution with 5 phases, timeboxes, 5 pitfalls, and clear stop criteria.
Open runsheetIdeal for
- Workshop synthesis
- Kickoff alignment
- Research framing
Not good for
- Deep segmentation
- Quantitative prioritization
Deep dive
In detail
Empathy Mapping turns qualitative observations into a shared working picture. The team starts with one concrete user group or situation instead of speaking generally about all users. It then collects statements, visible behavior, inferred thoughts, and emotional signals separately. The distinction is important: a quote is evidence, while an inferred thought is an assumption. At the end, patterns, tensions, and research gaps are marked to generate better questions, personas, journey maps, or product decisions.
Facilitation
Work with concrete quotes and observations, not intuition alone. Mark assumptions visibly so they can be checked later. Keep in mind that not all fields need to be fully filled; empty fields often indicate useful research gaps.
Output artifacts
Empathy MapAssumptions ListResearch Gaps
Artifact templates
Empathy Mapping Working TemplateCompact working template for Empathy Mapping with context, input, output artifacts, and next step.canvas
Empathy Mapping Working TemplateCompact working template for Empathy Mapping with context, input, output artifacts, and next step.
canvasempathy-mapping-working-template.md
Compact working template for Empathy Mapping with context, input, output artifacts, and next step.
Empathy Mapping Canvas
Context
What is this method used for?
Core question
Which question should be answered at the end?
Input
Which data, observations, or materials are available?
Working area
- Area 1:
- Area 2:
- Area 3:
- Relationships / patterns:
Output artifacts
- Empathy Map:
- Assumptions List:
- Research Gaps:
Open questions
- ...
Next step
Owner, date, success signal.
When to choose differently
Short decision aid for existing alternatives.
Personas
Statt Empathy Mapping, wenn du mit Personas stabile Zielgruppenbilder für Kommunikation, Design und Priorisierung aufbauen willst.
Similar methods
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Turns observations, needs, and patterns into a tangible result through collecting notes, writing one idea per note card, and prioritizing implications.
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User Interviews
Turns observations, needs, and patterns into a tangible result by defining research goals, recruiting participants, and sharing insights.
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Personas
Turns observations, needs, and patterns into a tangible result by synthesizing research, finding segments and patterns, and using them in decisions.
Statt Empathy Mapping, wenn du mit Personas stabile Zielgruppenbilder für Kommunikation, Design und Priorisierung aufbauen willst.
UX Research
Contextual Inquiry
Turns observations, needs, and patterns into a tangible result by clarifying the research question and context, recruiting participants, and synthesizing observations.
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Diary Study
Turns observations, needs, and patterns into a tangible result by defining the research focus, creating the diary format and prompts, and analyzing patterns over time.
UX Research
Customer Journey Mapping
Turns observations, needs, and patterns into a tangible result by selecting a journey, mapping phases, and prioritizing opportunities.