Empathy maps are widely used to visualize user attitudes and behaviours. It is a powerful tool in understanding the user needs and holes in the organisation if any. The four quadrants of the empathy map helps to provide a glance into who a user as a whole. The Says quadrant contains what the user says.
The Thinks quadrant captures what the user is thinking throughout the experience. The does quadrant has the action the user takes. The feels quadrant is the user’s emotional state. By visualizing these information, we can articulate what we know about a particular type of user.
Empathy map can capture one particular user or aggregation of multiple users. So empathy maps help us build empathy with our end users.it ca discover weaknesses in our research, uncover the user needs that the user themselves may not be aware of , understand what drives user’s behaviour and guide us towards meaningful innovation.
Via: NN Group