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Empathy map
What a user says, thinks, does and feels — the gap between the first two is usually where the insight lives.
Previewbalanced layout · candy theme
What is inside
- Empathy map
- Says
- Direct quotes
- How they describe the problem
- Thinks
- What they believe but would not say
- What worries them
- Does
- Observed behaviour
- Workarounds they have built
- Feels
- Frustrations
- What they enjoy
- What they fear
- Hears
- From their manager
- From peers
- From vendors
- Sees
- Their environment
- What competitors show them
- The gapThat divergence is usually the real product opportunity.
- Where what they say and what they do diverge
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