Empathy Map

What the persona thinks and feels, sees, hears, says and does.

In Persona · Out Empathy Quadrants · Cost 15 credits

What it does

Splits a persona’s experience into four quadrants — think, feel, say, do — so the inner world and the observable behaviour sit next to each other, along with the contradictions between them.

When to reach for it

After a persona exists and needs emotional depth, or when interview findings need a structure to land in.

Worth knowing

The contradictions are the interesting part. What someone says and what they do rarely match, and the gap is usually where the design problem is.