Empathy Map Template: 6-Quadrant Layout × 3 UX Use Cases
Extended 6-quadrant empathy map (Says/Thinks/Does/Feels + Pains/Gains) for UX research, design sprints, and user interviews. Pre-filled sticky-note examples in every quadrant — drag, cluster, and extract insights in a live workshop session.
Use this templateWhat you get
- 6-quadrant layout (Says, Thinks, Does, Feels, Pains, Gains) with 3 pre-filled notes each
- Insights & Actions frame for workshop output and action-item tracking
- Persona-specific example based on real support-user interview data
What this template is for
For UX researchers, product managers, and designers who need a ready-to-use empathy map without building one from scratch in Miro or Figma. This template follows the Design Thinking 6-quadrant structure (Says / Thinks / Does / Feels / Pains / Gains), with pre-filled sticky-note examples in each quadrant. Your team can drag notes, cluster themes, and extract insights directly in a live workshop session. Based on real UX research practice with workshop time-box guidance and common pitfalls documented.
When to use this template
- Run a design thinking workshop where the team needs to align on user understanding before moving to Define stage.
- Facilitate a user interview synthesis session — turn raw interview notes into structured empathy map quadrants.
- Use the 6-quadrant layout to feed Pains and Gains directly into a Value Proposition Canvas session.
- Onboard a new team member by running a team empathy map — helps them understand cross-functional pressures fast.
- Prepare for a product roadmap review by mapping out what users say, think, feel, and actually do with the current product.
- Run a personal empathy map session for career coaching or decision-making reflection.
How to use it
- 1Define scope and goal (10 min): clarify which user group this map covers and what question it answers. One map = one persona.
- 2Gather materials: prepare 3–5 real user data sources before the session — interview notes, support tickets, usability test recordings.
- 3Individual sticky note phase (15 min): everyone writes one observation per note independently. No discussion, no judgment.
- 4Cluster and synthesize (20 min): group similar notes, label each cluster, mark standout observations.
- 5Extract insights and next steps (15 min): define 3–5 actionable insights. Each one must answer 'what do we do next?'
Quick example
An enterprise support empathy map in action
Related resources
How it compares to similar tools
Classic 4-Quadrant (Says/Thinks/Does/Feels)
The original XPLANE format. Best for first-time user research, rapid prototype exploration, and short workshops. Simple structure, low learning curve, complete in 45 minutes. Lacks the Pains/Gains dimension needed for deep research and Value Proposition Canvas integration.
Extended 6-Quadrant (+Pains + Gains) — Default
The Nielsen Norman Group / d.school standard. Adds Pains and Gains — the two dimensions that let you feed directly into a Value Proposition Canvas without redoing user research. Choose this even for lightweight sessions: it's easier to leave a quadrant empty than to expand a 4-quadrant board later. Requires more interview data if you want to fill every quadrant.
Team Empathy Map
Turn the tool inward — map what team members say, think, do, and feel about a shared challenge. Best for remote team onboarding, cross-department alignment, and conflict mediation. Needs a strong facilitator to prevent venting sessions.
Personal Empathy Map
Self-reflection version. Best for career planning, decision anxiety, and coaching. Helps surface the gap between what you say publicly and what you actually feel privately. Requires honest introspection.
Common mistakes to avoid
Building an empathy map with no data
The team sits around guessing what the user 'might think.' Fix: no interview or observation data, no session. Prepare at least 3 real user quotes before starting.
Filling Says but skipping Thinks
Notes are all quotes; nobody analyzes the gap between what the user says and what they think. Fix: every Says note must have a matching Thinks note — either 'consistent with Says' or 'inconsistent → this is an insight.'
One map for multiple user groups
Notes contradict each other and no clear conclusion emerges. Fix: one map = one persona. For 3 user types, make 3 maps and compare them side by side.
Insights are too vague
'Users want a better experience' or 'we need to build trust.' Fix: every insight must answer 'what are we doing next week that would make this user happier?'
Made and archived
A beautiful map that nobody looks at after the workshop. Fix: each person takes 1 action item before the session ends. Start the next workshop by reviewing last session's actions.
Using empathy maps as a substitute for user interviews
A PM draws an empathy map alone at their desk and calls it 'user research.' Fix: empathy maps are collaborative alignment tools, not persona generators. To generate personas, go do real user interviews.
Frequently asked questions
What's the difference between an empathy map and a user persona?+
An empathy map captures a snapshot of the user's mindset in a specific context — how they react to a particular problem or experience. A persona is a cross-scenario user archetype with demographic info, behavior patterns, and long-term goals. They complement each other: start with an empathy map to align the team's understanding fast, then distill recurrent patterns into a persona for ongoing reference.
When should I use a 4-quadrant vs 6-quadrant empathy map?+
The 4-quadrant (Says/Thinks/Does/Feels) works for quick exploration and first-time workshops — complete in 45 minutes. The 6-quadrant (+Pains/Gains) is for deep research, and the Pains/Gains feed directly into the Value Proposition Canvas. If unsure: always pick 6-quadrant. You can ignore Pains/Gains if you don't need them, but a 4-quadrant can't be expanded later.
How long does an empathy map workshop take?+
A full session runs 60–90 minutes: 10 min scope + data prep, 15 min individual writing, 20 min clustering, 15 min insight extraction. Under 45 minutes and you won't go deep enough. Over 2 hours and the team fatigues. If short on time, cut the writing phase — never cut the insight extraction.
Can I make an empathy map without real user interviews?+
Strictly speaking, no — that's an assumption map, not an empathy map. However, for internal alignment of existing knowledge, create a draft labeled 'assumption map' and validate it with real data later. The key difference: every note on an assumption map should be falsifiable, while notes on a real empathy map are grounded in observed fact.
Where does an empathy map fit into design thinking?+
In the 5-stage Design Thinking model (Empathize / Define / Ideate / Prototype / Test), the empathy map is the core output of the Empathize phase. It feeds directly into the Define phase's problem statement. The typical flow: complete the empathy map → identify Says/Thinks contradictions + high-frequency Pains → write a point-of-view statement → move into Ideate.
Start editing online
Open the template in CodePic, replace the sample nodes, and turn it into your own study board in a few minutes.
See examples: /templates/empathy-map/examples
