Empathy Map - Example Template
Who is this map about?
- Person or group:
- Context or situation:
- What they are trying to achieve:
Quadrant 1: What they see
- What they observe in their environment
- Influences shaping their understanding
- Information or signals they pay attention to
Quadrant 2: What they hear
- Voices or sources that influence them
- Expectations or pressures they experience
- Guidance or narratives shaping their decisions
Quadrant 3: What they think and feel
- What matters most to them
- Hopes, worries, or unspoken concerns
- Assumptions or beliefs driving their behaviour
Quadrant 4: What they say and do
- How they express themselves
- Behaviours or actions they take
- How they show up in the situation
Pains
- Frustrations, blockers, or fears
- Emotional or practical challenges
- Things that make progress harder
Gains
- What success looks like for them
- Motivators or sources of energy
- Conditions that help them thrive
Insights and opportunities
- Patterns we notice
- Needs that are not being met
- Opportunities to support, align, or improve
Return to the Empathy Maps page.