Empathy Map Template

An empathy map collects what you’ve learned about one user or persona into four quadrants (says, thinks, does, feels), usually with pains and gains added. It’s commonly credited to Dave Gray of XPLANE. As a mind map, each quadrant can grow as long as your research needs.

User / personaSaysThinksDoesFeelsPainsGains
Blank template. Best for: UX designers, product teams and design-thinking students.

How to fill it in

  1. Name the user or persona in the centre.
  2. Says: direct quotes from interviews.
  3. Thinks and feels: what they may not say out loud.
  4. Does: observed behaviour.
  5. Pains and gains: what frustrates them and what success looks like.

Example: A first-year student choosing a laptop

First-year studentbuying a laptopSays"I just need it to last 4years"ThinksWorried aboutoverspendingDoesReads Reddit reviewsAsks older siblingsFeelsOverwhelmed by specsPainsJargonHidden costsGainsLight, long batteryStudent discount
Show as text outline
First-year student buying a laptop
- Says
  - "I just need it to last 4 years"
- Thinks
  - Worried about overspending
- Does
  - Reads Reddit reviews
  - Asks older siblings
- Feels
  - Overwhelmed by specs
- Pains
  - Jargon
  - Hidden costs
- Gains
  - Light, long battery
  - Student discount

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Questions people ask

How do I use this empathy map template?

Click “Use blank template” to open it in the free editor, select any idea and start typing to replace it. Tab adds a new branch, Enter adds a sibling. Your map saves in your browser automatically.

Can I download it as a PDF or image?

Yes. In the editor, open Export and choose PDF (A4), PNG or SVG. Markdown gives you the outline as text.

Can I print a blank copy?

Click “Use blank template”, then Export → PDF straight away. You get an empty A4 worksheet to fill in by hand.