Multiple-Users Empathy MapsĮmpathy mapping can be driven by any method of qualitative research (and can be sketched even if research is lacking). (If you don’t have anything to put into a certain quadrant, it’s a strong signal that you need more user research before proceeding in the design process.) One User vs. The 4 quadrants exist only to push our knowledge about users and to ensure we don’t leave out any important dimension. Do not focus too much on being precise: if an item may fit into multiple quadrants, just pick one. Some of these quadrants may seem ambiguous or overlapping - for example, it may be difficult to distinguish between Thinks and Feels. It is our job as UX professionals to investigate the cause of the conflict and resolve it. This is when empathy maps become treasure maps that can uncover nuggets of understanding about our user. You will also encounter inconsistencies - for example, seemingly positive actions but negative quotes or emotions coming from the same user. It is natural (and extremely beneficial) to see juxtaposition between quadrants.
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