Question 1

What is an empathy map?

Accepted Answer

A collaborative visualization tool that organizes what a team knows about a specific user into structured sections: Says, Thinks, Does, Feels, Pains, and Gains, to build a shared, evidence-based understanding of their perspective.

Question 2

Who created the empathy map?

Accepted Answer

Scott Matthews, creative director at XPLANE, originated the concept with early sketches, which XPLANE founder Dave Gray refined into the structured format, formally published in the 2010 book Gamestorming.

Question 3

What are the core sections of an empathy map?

Accepted Answer

The core sections are Says, Thinks, Does, Feels, Pains, and Gains, arranged around a central figure representing the user or persona being studied.

Question 4

Why does the sequence of filling in an empathy map matter?

Accepted Answer

Observable sections, what a user says and does, should be completed first to ground the map in real evidence before inferring the unobservable Thinks and Feels sections.

Question 5

What happens if you fill in Thinks and Feels first?

Accepted Answer

The map risks becoming a record of the team's assumptions about the user rather than genuine, evidence-grounded empathy, because the inferences were not supported by observable evidence.

Question 6

What is the difference between Pains and Gains?

Accepted Answer

Pains are the obstacles, fears, and frustrations standing between a user and their goal. Gains are the outcomes, benefits, and aspirations they genuinely hope to achieve.

Question 7

What should you do with contradictions found in an empathy map?

Accepted Answer

Pay close attention to them. Differences between what a user says and what they actually do can reveal valuable product insights and opportunities.

Question 8

Can an empathy map be built without user research?

Accepted Answer

It can be attempted, but without real research, an empathy map is based on assumptions rather than genuine user insight, which undermines its core purpose.

Question 9

How is an empathy map related to a Value Proposition Canvas?

Accepted Answer

An empathy map can be created for each customer segment before building a Value Proposition Canvas, helping connect the user's perspective and experience to potential product value.

Question 10

Should an empathy map be created once and left unchanged?

Accepted Answer

No. As new research emerges, the empathy map should be revisited and updated so the team's understanding of the user remains current.

What Is an Empathy Map?

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