Framework
Business

Empathy Map

Says, thinks, feels, does

Best for
building a shared user portrait
Time
30–60 min
Difficulty
Beginner

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Empathy Map diagramSchematic of the Empathy Map framework: Says, thinks, feels, does.UserSaysThinksDoesFeels
The Empathy Map diagram — Says, thinks, feels, does.
Example

Building a shared portrait of "Sara, the over-stretched RevOps lead"

Says
  • "I don't trust our forecast"
  • "Reps fight the tool"
Thinks
  • "This will fail at QBR"
  • "My job depends on this number"
Feels
  • Anxious before board meetings
  • Tired of CRM hygiene
Does
  • Builds parallel spreadsheets
  • Pings reps daily for updates

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