Empathy Map

What really counts?

Instructions:
Think and Major preoccupations?
What does he/she

feel? Worries and aspirations? Observe users

interact with a crude
prototype. Then,
Hear? See? place sticky notes in
What friends say? Environment? the relevant sections
What boss say? Friends? to document their
What influencers say? What the market offers?
needs and assist in
better decision
making.
Say and Attitude in public
Appearance?
do? Behavior toward others?

Pain: Fear, frustration, obstacles… Gain: Wants/needs, measures of success, obstacles…

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