Canoe's Empathy Map

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?

1. Define Your User – Identify the specific user or persona you’re mapping.

2. 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?

3. 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

About Canoe

Canoe is a design and innovation studio based in Norway, working with teams worldwide to navigate complexity and create meaningful change. We blend strategy, design, and technology to help organizations move forward with clarity and purpose. Whether it’s facilitation, service design, or innovation strategy, we’re here to make an impact.

Learn more: http://www.canoe.no