Empathy Map


An empathy map helps you provide a better experience for users by helping teams understand the perspectives and mindsets of their customers.

Essentially, it's a square divided into four quadrants with the customer in the middle. The canvas helps teams describe what their customers feel, see, hear, and think and what the gains and pains are in their journey.

The pain points are the obstacles the customer might run into along their journey.

The gains describe what success looks like for your customer, and what he/she wants to reach using your product.

In order to really understand the customer, asking and (really) listening is the first step. Don't complete the empathy map by guessing. You might be really surprised how different your assumptions are, compared to the thoughts of your customers.


Axelle Vanquaillie image
Axelle Vanquaillie
My mission is to enable you to tell a story, engage and inspire your audience with a drawing. We teach people how to draw at work and for those who are not confident in drawing, we developed Drawify. A community of world-class visual storytellers who are happy to share their visuals and templates so you can use, re-compose and customise them to fit your story and needs.
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