Synthesize

Map empathy

Lay out what someone says, thinks, does and feels, from the evidence.

How to do it

1. Fill Says with their words, verbatim.
2. Fill Does from what you saw, not what they claimed.
3. Infer Thinks and Feels, and check each against a source.
4. Look for gaps between what they say and what they do.

Tip. The gap between Says and Does is often the insight. Build one map per persona, not one for everyone.

What you need

Start from:

• Persona or Interview notes

It is better with: Insight, Affinity map, Survey results or Jobs to be done.

What you get: Empathy map

An empathy map template has these sections:

• Says
• Thinks
• Does
• Feels
• Pains
• Gains

Where it fits

• Define (Double Diamond): Agree the one problem worth solving, and for whom.

Usually comes after

• Build a persona
• Run an interview

What to do next

• Map opportunities
• Write how-might-we statements
• Write a readout
• Audit the evidence
• Check what new evidence changes

Templates that use it

• Double Diamond: A whole project, from understanding a problem to a tested answer.
• Design Thinking: Empathize, define, ideate, prototype and test, in the classic five modes.