- Contains what the user says out loud in an interview or some other usability study. Contains verbatim and direct quotes from research.

Says Quadrant

- Captures what the user is thinking throughout the experience.

Thinks Quadrant 

- Encloses the actions the user takes. (What does user physically do? How does the user to go about doing it)


Does Quadrant 

- User’s emotional state, often represented as an adjective plus a short sentence for context.

Feels Quadrant

Empathy maps can capture one particular user or can reflect an aggregation of multiple users

One User vs. Multiple-Users Empathy Maps

- Capture who a user or persona is
- Communicate a user or persona to others
- Collect data directly from the user

Why Use Empathy Maps

1. Define scope and goals
2. Gather materials
3. Collect research
4. Individually generate sticky notes for each quadrant
5. Converge to cluster and synthesize
6. Polish and plan

Process: How to Build an Empathy Map

A collaborative visualization used to articulate what we know about a particular type of user. It externalizes knowledge about users in order to 1) create a shared understanding of user needs, and 2) aid in decision making.

University of Michigan - Ann Arbor

There are four common methods of UX mapping:
- Empathy mapping
- Customer journey mapping
- Experience mapping
- Service blueprinting

 Four common methods of UX mapping

https://www.nngroup.com/articles/empathy-mapping/

Empathy Mapping: The First Step in Design Thinking (Sarah Gibbons)


A customer journey map is a visualization of the process that a person
goes through in order to accomplish a goal tied to a specific business or product. It’s
used for understanding and addressing customer needs and pain points.
In its most basic form, journey mapping starts by compiling a series of user goals
and actions into a timeline skeleton. Next, the skeleton is fleshed out with user
thoughts and emotions in order to create a narrative. Finally, that narrative is
condensed into a visualization used to communicate insights that will inform design
processes

Customer journey mapping

An experience map is a visualization of an entire end-to-end experience
that a “generic” person goes through in order to accomplish a goal. This experience
is agnostic of a specific business or product. It’s used for understanding a general
human behavior (as opposed to a customer journey map, which is more specific and
focused on related to a specific business).

Experience Mapping

Empathy mapping

 A service blueprint visualizes the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in a specific customer journey.

Learn Before

Related

Learn After