Empathy Map

An empathy map sorts what a user says, thinks, does and feels, so students design for a real person's experience rather than their own assumptions.

Beginner◷ 15–30 minFree · no login

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What are they not saying out loud?

How to use it + an example

How to use it

Interview or observe one real user and note quotes and actions.
Place each note in the Says, Thinks, Does or Feels quadrant.
Read across the quadrants for contradictions and write the user's biggest need in one sentence.

Example

A Grade 7 student designing a pencil case for a younger sibling finds the sibling says they like it tidy but does stuff everything in one pocket, so the need is quick access, not organisation.

See a full worked example →

When to use it: After an interview or observation, while analysing the needs of a target audience (MYP Design Criterion A).

Discover: Find out what's really going on.

Your turn ↓

Set up your empathy map

An empathy map is a snapshot of one moment — not a summary of someone’s whole life. Two questions first, then you’ll map what they say, think, do and feel in that moment.

What’s the design challenge?

1. Who are you mapping?One specific person, not a group. “Year 9 students” is too broad to have feelings — “Jordan, plays basketball at lunch” isn’t.

2. Which moment?Pick the one scene you’re mapping. Everything you write next has to happen inside it — which is what makes “what do they say?” answerable.

Look back. Which box surprised you most, and why?

Try next

New to Empathy Map? Read a full worked example, filled in from start to finish.

For teachers: Discover stage · 15-30m. Free, no login. One of the 45 design thinking tools on StudioLoom, which also puts them inside lessons so students’ thinking is saved with their project.