Teams often say they understand their users, but when you ask what those users actually think and feel, the answers get vague. An empathy map fixes that. It’s a simple one-page visual that captures what a person says, thinks, does, and feels, so everyone works from the same picture of the user instead of their own assumptions.

This guide gives you a free empathy map template, a step-by-step process for filling it in, and ways to turn the finished map into better design decisions.

What Is an Empathy Map?

An empathy map is a collaborative tool that organizes what you know about a user into clear sections. The classic version has four quadrants: Says, Thinks, Does, and Feels. Many teams add two more sections, Pains and Gains, to connect the map directly to design opportunities.

The map works because it separates what people say from what they actually think and feel. Those two things often differ, and the gap is where the best insights hide.

Why Empathy Maps Matter

A good empathy map helps teams:

• Build shared understanding of a user quickly
• Move beyond demographics to mindset and motivation
• Spot contradictions between words and behavior
• Prepare for personas and journey maps with stronger evidence
• Keep stakeholders focused on real user needs in workshops

When to Use an Empathy Map

Empathy maps fit best at the start of a project, but they’re useful throughout.

• After early interviews, to synthesize what you heard
• Before creating personas, to ground them in real behavior
• In kickoff workshops, to align the team
• When teams disagree about what users want
• When data feels flat, and you need the human story behind it

Free Empathy Map Template

Copy this layout into Figma, FigJam, Miro, Notion, or a printed poster.

Header Fields to Fill In First

• User or persona: who this map represents
• Scenario: the situation or task, such as “Choosing a pricing plan”
• Data sources: interviews, observation, surveys, or support logs
• Date and team members: so the map can be updated later

How to Build an Empathy Map

Step 1: Prepare Your Research

Gather real material before you start. Interview notes, session recordings, survey comments, and support tickets all work. Choose one user type and one scenario, because a map that covers everyone describes no one.

Step 2: Fill In Each Quadrant

Says

Write exact quotes whenever possible, such as “I never know what the final price will be.” Direct quotes keep the map honest and give stakeholders language they can’t dismiss as opinion.

Thinks

Record what the user is probably thinking behind the words, such as “If I choose wrong, I’ll waste money.” These are inferences, so mark them clearly and check them against more research.

Does

List observed actions and behaviors, such as opening several tabs to compare prices or abandoning a form halfway. Include workarounds, because they show where your product falls short.

Feels

Note emotions like anxiety, frustration, relief, or confidence. Connect each feeling to a trigger so it’s actionable, for example “Anxious when the total changes at checkout.”

Step 3: Add Pains and Gains

• Pains: barriers, fears, annoyances, and risks the user faces
• Gains: desired outcomes and how the user measures success
• Keep entries short, specific, and in the user’s language

Step 4: Find the Insights

Step back and look for patterns:

• Contradictions, such as saying one thing and doing another
• Repeated themes across several entries
• Emotional peaks that point to high-impact problems

Then write three to five insight statements in this format: “[User] needs [need] because [reason].” Turn each into a design question, such as “How might we make final pricing clear earlier?”

Worked Example: Choosing a Subscription Plan

Insight from the Example

Users double-check prices elsewhere because totals are unclear, which creates anxiety and drop-off. A transparent price summary and an easy downgrade option could reduce hesitation and build trust.

Empathy Map vs. Persona vs. Journey Map

They work best together. An empathy map feeds a persona, and a persona anchors a journey map.

How to Run an Empathy Mapping Workshop

Empathy maps are especially effective as team exercises. A simple 60-minute format works well:

• 10 minutes: share the research summary and scenario
• 15 minutes: everyone writes sticky notes silently for each quadrant
• 15 minutes: place notes on the map and group similar ones
• 10 minutes: discuss contradictions, pains, and gains
• 10 minutes: write insight statements and agree on next steps

Silent writing first prevents the loudest voices from steering the session. Invite designers, product managers, engineers, support staff, and anyone else who talks to users.

Best Practices

• Use real data, and label assumptions as assumptions
• Prefer quotes over paraphrases in the Says section
• Keep entries brief so the map stays readable
• Separate observation from inference, especially in Thinks and Feels
• Create one map per user type and scenario
• Finish with actions, not just a poster
• Update the map as you learn more

Common Mistakes

• Filling it from imagination instead of research
• Mixing thoughts into the Says section
• Mapping every user at once, which blurs insights
• Treating the map as the final deliverable
• Skipping follow-up, so nothing changes in the product
• Leaving out the people who talk to customers daily

Take Empathy Further

An empathy map is only as reliable as the research behind it. Professional UX research services can supply the interviews and observations that make every quadrant trustworthy. To bring stakeholders into the process, a facilitated design thinking workshop can guide your team from empathy mapping to ideas and priorities in one session. And when insights point to a redesign, experienced UI/UX design services can turn them into tested, user-centered interfaces.

Frequently Asked Questions

What are the four parts of an empathy map?

Says, Thinks, Does, and Feels. Many teams add Pains and Gains as two extra sections.

How long does it take to create an empathy map?

With research ready, a focused session takes 30 to 60 minutes. Gathering the research usually takes longer than building the map.

Can I make an empathy map without user research?

You can create an assumption map to surface what the team believes, but label it clearly and validate it with real users soon.

What is the difference between an empathy map and a persona?

An empathy map captures what a user thinks and feels in a specific situation. A persona summarizes the goals, needs, and behaviors of a whole user segment.

Who should take part in an empathy mapping session?

Designers, product managers, engineers, researchers, and customer-facing staff. Different perspectives make the map richer.

Final Thoughts

An empathy map is a fast, low-cost way to see the world as your user does. Use the template, base it on real research, look for contradictions, and finish with clear insights and next steps. Small exercises like this often change big product decisions.