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empathy map

An empathy map aids in the creation of user-centered designs and is an important UX Design Docs. It allows for a deep understanding of the users by capturing their thoughts, feelings, and motivations.

The typical construction of an empathy map involves a simple diagram divided into four quadrants: "Says," "Thinks," "Does," and "Feels."

This tool aids in understanding and empathizing with the target audience, enhancing user-centric design decisions and communication strategies.

It helps in aligning design decisions with user expectations, ultimately resulting in a more intuitive and delightful user experience.

How to Create an Empathy Map

To create an empathy map, a diagram with four quadrants - Says, Thinks, Does, and Feels.

Says

The Says quadrant contains verbal expressions and quotes that users might use during their interaction with a product or service. This provides insight into their explicit needs and concerns. In the "Says" quadrant, we gather verbal expressions and quotes, providing insights into what the audience communicates openly.

Thinks

The Thinks quadrant delves into the users' thoughts, assumptions, and beliefs, helping to uncover their underlying motivations. Understanding what they "Think" helps in anticipating their motivations and expectations, enriching marketing strategies.

Does

The Does focuses on observable behaviors, actions, and interactions, shedding light on how users typically engage with the product. Observing what the audience "Does" helps in identifying actions and behaviors, facilitating the alignment of marketing efforts with real-world actions.

Feels

Lastly, Feels delves into the emotions, fears, aspirations, and frustrations users experience. Delving into what the audience "Feels" enables a deeper understanding of their emotions and experiences, vital for crafting engaging marketing campaigns.