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Empathy Maps

TTool · Empathy Maps

By , Editor · · What’s Next

The team talks about "the user" like a single person. Everyone has a different picture in their heads. Design decisions keep getting made from assumption.

Empathy maps are XPLANE's user-understanding technique. You capture what a specific user segment says, thinks, does, and feels — along with their pains and gains — synthesising research into a single visual.

A four-quadrant map around a central "the user" head, with quadrants labelled says, thinks, does and feels, plus pains and gains bands below, and a callout marking "the gap" between says and thinks.
Method visual — Empathy Maps
A move inside a Playbook

“I've been asked to launch something and I don't know what users actually need.”

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