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Develop shared understanding and empathy 


Summarize the data you have gathered related to the people that are
impacted by your work. It will help you generate ideas, prioritize
features, or discuss decisions.

Empathy map
canvas
WHO are we empathizing with? What do they need to DO?
Who is the person we want to understand? GOAL What do they need to do differently?
What is the situation they are in? What job(s) do they want or need to get done?
What is their role in the situation? What decision(s) do they need to make?
Use this framework to empathize with How will we know they were successful?

a customer, user, or any person who


is affected by a team’s work.
What do they THINK and FEEL?
Document and discuss your
observations and note your What do they HEAR? PAINS GAINS
assumptions to gain more empathy What are they hearing others say? What are their fears, What are their wants, 
What are they hearing from friends? 
for the people you serve. What are they hearing from colleagues?
frustrations, and anxieties? needs, hopes, and dreams?
What are they hearing second-hand?

Originally created by Dave Gray at

What do they SEE?


What do they see in the marketplace?
What do they see in their immediate environment? 
What do they see others saying and doing?
What are they watching and reading?

What do they SAY?


What have we heard them say? 
What other thoughts and feelings might influence their behavior? What can we magine them saying?

What do they DO?


What do they do today?
What behavior have we observed?
What can we imagine them doing?

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