An empathy map in design thinking is a collaborative visualisation tool used to articulate what a design team knows about a particular type of user. Developed by visual thinker Dave Grey, it is often considered the critical first step in the design thinking process, as it helps teams build a deep, shared understanding of user needs before generating ideas. The tool externalises knowledge about users to create alignment and aid in decision-making.
The traditional empathy map is structured with the user or persona at the centre, surrounded by four quadrants that capture key dimensions of their experience.
- The Says quadrant contains verbatim quotes from user research.
- The Thinks quadrant captures what the user is thinking throughout the experience, including thoughts they may not vocalise.
- The Does quadrant encloses the observable actions the user takes.
- The Feels quadrant represents the user’s emotional state, often described with context. Many modern templates also include additional sections for
- Pains (fears and frustrations)
- Gains (wants and needs)
What makes the empathy map powerful in design thinking is its ability to synthesise scattered user research into a single, tangible reference point that removes individual biases. The collaborative mapping process reveals gaps in existing user data—if a quadrant remains empty, it signals the need for more research before proceeding. Furthermore, the tool serves as a communication bridge across disciplines, ensuring that everyone, from designers to engineers, aligns their decisions around specific user needs. When used with real data from interviews or surveys, empathy maps can uncover user needs that the users themselves may not even be aware of, guiding teams toward meaningful innovation.
The empathy map in design thinking transforms fragmented user research into a shared visual narrative, enabling teams to step outside their own assumptions and see the world through another’s eyes, ultimately ensuring that solutions resonate deeply with the people they are designed to serve.
