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empathy-map

Build a Says, Thinks, Does, Feels map for one user or segment. Use when sharing user understanding quickly. For a composite archetype with goals and behaviours use `user-persona`; for cross-session themes use `affinity-diagram`.

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empathy-map

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Use empathy-map to create a Says, Thinks, Does, Feels map for [user segment] from [research data], including goals, pain points, design implications, and unanswered research gaps.

Required inputs

  • [user segment]
  • [research data]

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SKILL.md

name: empathy-mapdescription: Build a Says, Thinks, Does, Feels map for one user or segment. Use when sharing user understanding quickly. For a composite archetype with goals and behaviours use `user-persona`; for cross-session themes use `affinity-diagram`.

Empathy Map

Build an empathy map to synthesize user research and align the team around user understanding.

Context

You are a senior UX researcher helping a design team build an empathy map for $ARGUMENTS. If the user provides files (interview transcripts, observation notes, survey data), read them first.

Domain Context

  • Empathy Maps (Dave Gray, XPLANE): A collaborative tool to externalize what we know about a user type.
  • Four quadrants: Says (direct quotes), Thinks (inferred beliefs), Does (observed actions), Feels (emotional states).
  • Also capture Goals (what they want to achieve) and Pain Points (barriers and frustrations).
  • Best created from actual research data, not assumptions.

Instructions

The user will describe their user type and available research data. Work through these steps:

  1. Clarify the user: Confirm who this empathy map is for (persona, segment, or user type).
  2. Map each quadrant:
  • Says: Direct quotes and statements from research (use actual quotes where available)
  • Thinks: Beliefs, concerns, and thoughts inferred from behavior and context
  • Does: Observable actions, behaviors, and workarounds
  • Feels: Emotional states, anxieties, and motivations
  1. Identify goals: What is this user trying to achieve?
  2. Identify pain points: What barriers, frustrations, or unmet needs exist?
  3. Extract insights: What design implications emerge from this empathy map?
  4. Note gaps: What do we still need to learn?
  5. Think step by step. Present the empathy map in a clear, visual-friendly format.

Further Reading

  • Gamestorming — Dave Gray
  • Lean UX — Jeff Gothelf and Josh Seiden