Canoe's Empathy Map Template

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Why?

An empathy map helps you understand your users on a deeper level by visualising their thoughts, feelings, needs, and pain points. It’s a simple yet powerful tool to create more human-centered products, services, and experiences.

How?

Define Your User – Identify the specific user or persona you’re mapping.
Set the Context – Focus on a particular experience, journey, or problem the user faces.
- Fill in the Main Quadrants:
- Sees and Says – What does the user say out loud? Quotes, opinions, or feedback.
- Does – What actions or behaviors do they take?
- Hears and Feels – What emotions do they experience? Frustrations, fears, or joys?
Identify Insights and Opportunities (Pains and Gains) – Look for patterns, contradictions, and unmet needs to inform better decisions.

Empathy maps help teams align on user understanding, leading to more impactful, human-centered solutions. #NavigateWithClarity #CanoeClarity

Canoe

Design and Innovation Studio@Canoe

Canoe is a design and innovation studio. Founded to change the world around us, propelled by a passion to create and empowered by insight. We create work that enriches lives and pushes towards a more meaningful and responsible world. Our partnership is based on trust and an ambition to build an agency of inspired minds and diverse creative thinkers. Canoe believes that design has the power to navigate and transform the future. We create valuable solutions, with an approach grounded in insight.