The Working Approach
Empathy Map organizes understanding of one user type into four quadrants: statements, inferred beliefs, observed behavior, and feelings. It supplements those quadrants with goals, barriers, and design implications.
The evidence distinction matters. A direct quote belongs in a different category from an inferred worry, and a plausible emotion should not be presented as something observed. The source asks for real research and an explicit account of what remains unknown.
Expected Deliverables
- A four-quadrant empathy map
- Goals, pain points, and design implications
- Evidence gaps requiring further research
From Brief to Review
- 01Choose One Perspective
Confirm the user or segment represented rather than mixing incompatible groups.
- 02Sort the Evidence
Separate direct statements and observed actions from inferred thoughts and feelings.
- 03Find Implications and Gaps
Identify barriers and goals, then state what the available research cannot support.