OBSERVED
Says
01
Direct quotes, phrases and stated needs.
EMPATHY MAP
Understand one person or group
Use research evidence to describe their experience without pretending that every inference is a fact.
0 of 6areas developed
PERSONA CARD
Bring the person into view
Add a representative image, a name and a short description to help the team keep a real person in mind.
Use an image you have permission to use. It stays in this browser and in your saved map file.
INFERRED
Thinks
02
Likely beliefs, expectations, doubts and priorities.
OBSERVED
Does
03
Actions, habits, workarounds and observable behaviour.
INFERRED
Feels
04
Emotions, confidence and motivation signals.
SYNTHESISED
Pains
05
Frustrations, barriers, risks and unmet needs.
SYNTHESISED
Gains
06
Desired outcomes, motivations and signs of success.
EVIDENCE RECORD
What supports this map?
Record the sources used and any contradictions or gaps that should remain visible.
Turn understanding into a useful direction
Describe the pattern in plain language before framing a design opportunity.