methodatlas
Method guideUX Research

Empathy Mapping

A practical method guide: clarify prerequisites and materials, understand the complete process, and look up outputs, pitfalls, and stop criteria.

ComplexityLow
Time30–60 min
Participants4-8
FormatWorkshop
MaturityEstablished
Plan the work
01

Prerequisite

What needs to be finished first

Complete firstConcrete frame

Situation, purpose, and sources are named.

Without a frame, the artifact is arbitrary.
02

Preparation

What needs to be ready before start

Materials

Empathy map with Says, Thinks, Does, Feels, research quotes, source markers, and evidence labels.

People / roles

Facilitation, research or UX with source access, plus product and service roles; 4–8 people.

Pre-read

Prepare the research question, selected user type, interview quotes, and observations with source markers.

Time needed

30–60 minutes per map; validation and further research follow.

Setup

One map covers one user type in one concrete situation. Keep direct statements and observed behaviour distinguishable from interpretation and assumptions.

03

Core question

The one question this method answers

What does this user type say, think, do, and feel, what is evidenced, and which assumption needs testing?

04

Flow

Phases with goal, actions, output and pitfall

Empathy mapping places statements, observations, and cautious assumptions in Says, Thinks, Does, and Feels. It separates evidence from interpretation and surfaces open questions.

Empathy Map

Fictional teaching example, not research.

Four perspectives for one concrete user type.

Says

Direct words or quotes.

"I do not know whether it worked."

Thinks

Inferred thoughts must be evidenced or labelled.

Assumption: "What happens next?"

Does

Observable behaviour.

Checks the status again.

Feels

Feeling with source and context.

A source is needed or leave it open.

NN/G

  1. 1

    Frame

    Frame

    Goal

    Everyone shares the same user perspective.

    Inputs for this step

    • User type and research question

    Actions

    • Choose one user type or situation and state the purpose of the map.

    Output

    User type, situation, and purpose

    Evidence, context, and source

    Quality check

    Does the map focus on one user type?

    Pitfall

    A user type is mixed with another: keep one type per map. Name one user type and situation.

    Timing: 5–10 minutes

  2. 2

    Collect evidence

    Collect evidence

    Goal

    Every note can be traced to evidence.

    Inputs for this step

    • Sourced quotes and observations

    Actions

    • Collect sourced quotes and observations; mark any assumption.

    Output

    Quotes, observations, and source markers

    Evidence, context, and source

    Quality check

    Is each note linked to a source?

    Pitfall

    A note has no source: leave it open or mark it as an assumption. Add a source marker or label the note.

    Timing: 10–20 minutes

  3. 3

    Map perspectives

    Map perspectives

    Goal

    Evidence and interpretation remain distinct.

    Inputs for this step

    • Evidence set and assumption labels

    Actions

    • Place material in the four perspectives and label unsupported inferences.

    Output

    Says · Thinks · Does · Feels · source

    Evidence, context, and source

    Quality check

    Are interpretations clearly labelled?

    Pitfall

    Thoughts or feelings are asserted without evidence. Label the inference or leave the field open.

    Timing: 10–20 minutes

  4. 4

    Derive gaps

    Derive gaps

    Goal

    The map leads to testable follow-up work.

    Inputs for this step

    • Completed map and visible gaps

    Actions

    • Record tensions, gaps, and the next validation step.

    Output

    Pattern · tension · research gap · next action

    Evidence, context, and source

    Quality check

    Is every follow-up tied to a visible gap?

    Pitfall

    The map is treated as user truth. Record evidence status and the next validation.

    Timing: 5–10 minutes

05

Artifact

What comes out at the end

Sketch: what the artifact looks like

Empathy Mapping · NutzerperspektiveSays, Thinks, Does, Feels sowie Pains und Gains evidenzbasiert voneinander trennen
Empathy MappingDas Visual zeigt eine Empathy Map mit Says, Thinks, Does, Feels, Pains und Gains rund um eine Nutzerin.Nutzerperspektive aus Evidenz statt Bauchgefühl strukturierenEmpathy Mapping trennt Gesagtes, Gedachtes, Verhalten und Gefühle, bevor Pains und Gains abgeleitet werden.SaysO-Töne, AussagenThinksAnnahmen, SorgenDoesVerhalten, WorkaroundsFeelsUnsicherheit, DruckNutzerinSegment und...PainsFriktion und RisikoGainserhoffter Nutzen
Form

Empathy Map with user type, four perspectives, source markers, assumptions, and research gaps.

Versioning / ownership

Record user type, situation, date, and sources for each map. New evidence creates a traceable revision instead of silently replacing prior interpretation.

Tool alternatives
  • Printed empathy map and sticky notes
  • Digital whiteboard with source markers
  • Research repository for evidence links

empathy-mapping-working-template.md

Prepare the user perspective, evidence, and open interpretations for one focused empathy map.

Empathy Mapping: Worksheet

Question

To be confirmed

Desired outcome

To be confirmed

Scope

Create one empathy map Time: 30–60 minutes

Complete this worksheet on paper or in your own document during the work.

Preparation for this scope

Method setup

  • Materials: Empathy map with Says, Thinks, Does, Feels, research quotes, source markers, and evidence labels.
  • Roles: Facilitation, research or UX with source access, plus product and service roles; 4–8 people.
  • Advance information: Prepare the research question, selected user type, interview quotes, and observations with source markers.
  • Overall time needed: 30–60 minutes per map; validation and further research follow.
  • Setup: One map covers one user type in one concrete situation. Keep direct statements and observed behaviour distinguishable from interpretation and assumptions.

Prepare for the work steps

Frame: Frame

  • User type and research question

Collect evidence: Collect evidence

  • Sourced quotes and observations

Map perspectives: Map perspectives

  • Evidence set and assumption labels

Derive gaps: Derive gaps

  • Completed map and visible gaps

Empathy Map

Says

Direct words or quotes.

...

Thinks

Inferred thoughts must be evidenced or labelled.

...

Does

Observable behaviour.

...

Feels

Feeling with source and context.

...

NN/G

Frame: Frame

Expected artifact: User type, situation, and purpose

Evidence, context, and source

Entry:

...

  • Does the map focus on one user type?

Collect evidence: Collect evidence

Expected artifact: Quotes, observations, and source markers

Evidence, context, and source

Entry:

...

  • Is each note linked to a source?

Map perspectives: Map perspectives

Expected artifact: Says · Thinks · Does · Feels · source

Evidence, context, and source

Entry:

...

  • Are interpretations clearly labelled?

Derive gaps: Derive gaps

Expected artifact: Pattern · tension · research gap · next action

Evidence, context, and source

Entry:

...

  • Is every follow-up tied to a visible gap?

Open questions and next steps

...

Method guide: https://methodatlas.meierhoff-systems.de/en/methods/empathy-mapping/run-sheet

06

Example output

Concrete filled scenario, fictional example

Fictional example for orientation. Counts and timings describe this case and are not universal requirements.

empathy-mapping-beispiel.md

Concrete filled scenario, fictional example

Fictional teaching example: tool lending

All details are invented and are not research. The map represents a household preparing a repair.

Says

  • “Will the drill really be available on Saturday?” (fictional quote, source F1)

Thinks

  • “If the reservation is uncertain, I need a backup plan.” (fictional inference from F1, labelled as an assumption)

Does

  • Checks availability twice before travelling. (fictional observation F1)

Feels

  • Uncertain before pickup. (fictional assumption, not observed)

Gap and action

The map proves no frequency. Alex tests in real interviews whether availability certainty affects pickup.

07

Pitfalls

Recognize symptoms and steer against them

Quick overview, the full text is in the matching phase in the flow

  1. FrameA user type is mixed with another: keep one type per map.View in phase
  2. Collect evidenceA note has no source: leave it open or mark it as an assumption.View in phase
  3. Map perspectivesThoughts or feelings are asserted without evidence.View in phase
  4. Derive gapsThe map is treated as user truth.View in phase
08

Stop criteria

When to pause, resolve prerequisites, or choose another approach

Use one type and situation per map.
Label Thinks and Feels as assumptions or leave open.
Keep evidence status and research gaps visible.

Where to go next?

Paper illustration of a journey map with four connected phases, several experience lanes and a point marked for closer investigation.
UX Research
Customer Journey Mapping

Places the condensed observations into a flow view over time.

How Might We
Innovation
How Might We

Turns a named tension into an open design question.

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