Empathy Maps: What They Are and When to Use Them

Last year, I facilitated a workshop with a group of professionals who came from very different backgrounds. Some were deeply rooted in their faith traditions, others described themselves as spiritual but not religious, and a few identified as secular. 

As the conversation opened, tension was present in the room. People were polite, but you could feel the undercurrent of difference.

Rather than dive into debate or encourage people to “agree to disagree,” I used the example of faith / religion to introduce the concept of an empathy map.  It could not have gone any better and I have used the same example to teach empathy maps ever since. 

Before I get into the example, let me set the stage for empathy mapping. 

Empathy maps were first introduced around 2010 by Dave Gray, the founder of XPLANE, as part of design thinking and visual collaboration. He included the tool in his book Gamestorming. Since then, empathy maps have been used widely in design, product development, business strategy, and education. They exist because people needed a simple and visual way to understand others more deeply.

When we want to solve problems, design solutions, or connect with others, it’s easy to get stuck in our own perspective. We make assumptions, fill in the blanks with guesses, and rush into solutions. That’s where an empathy map becomes powerful because it slows us down and helps us see through someone else’s eyes.

What is an Empathy Map?

An empathy map is a simple, visual framework that organizes what we know about a person, whether a customer, stakeholder, or teammate. It’s usually divided into four main sections:

• Says – What the person openly shares.

• Thinks – What is on their mind but may remain unspoken.

• Feels – The emotions driving their experiences.

• Does – The behaviors and actions we observe.

Many versions also include Pains (frustrations, obstacles) and Gains (motivations, desires). Together, these elements create a holistic snapshot of the human experience.

Why Use an Empathy Map?

Empathy maps bring clarity and alignment. They:

• Help us move beyond assumptions and focus on real insights.

• Build shared understanding within teams so everyone sees the problem the same way.

• Encourage us to humanize data—numbers and surveys transform into stories and lived experiences.

• Provide a foundation for better solutions, whether in business, education, healthcare, or leadership.

When Are Empathy Maps Best Used?

Empathy maps shine when you need to deepen understanding before acting. Some key times include:

1. At the start of a project – to build a shared picture of the people you’re designing or planning for.

2. During research – to organize insights from interviews, surveys, or observations.

3. When a problem keeps repeating – to uncover hidden needs or frustrations that numbers alone won’t show.

4. In conflict resolution – to step into another person’s shoes and see the issue from their perspective.

5. In marketing or communication – to align messages with what people actually care about, not just what you want to say.

Now back to my example...

Mapping Perspectives Instead of Positions

I asked the group to choose one person’s story to map. We listened to a participant describe how their faith gave them strength during difficult times. On the surface, that could have sparked disagreement from others who did not share the same beliefs. But the empathy map shifted the focus.

• Says: “My faith helps me stay hopeful when things are uncertain.”

• Thinks: “I sometimes wonder if others understand how important this is to me.”

• Feels: A mix of gratitude and vulnerability.

• Does: Attends services regularly, volunteers in the community, leans on prayer during challenges.

As the group filled in the sections, something powerful happened. The discussion wasn’t about whether faith was “right” or “wrong.” It was about understanding the lived experience of one human being.

What We Discovered Together

Once the map was complete, I asked the group: “What patterns do you see?”

The answers were eye-opening:

• “I may not share the same belief system, but I know what it feels like to want strength in hard times.”

• “I can relate to wanting community support, even if I find it elsewhere.”

• “The need for hope and belonging seems universal.”

The empathy map had done its work. Instead of a room divided by belief, we found common ground in shared human needs.

When Empathy Maps Are Most Powerful

That workshop reminded me why empathy maps are so effective: they help us step past categories and labels, and into the deeper layers of what people truly think, feel, and value. They are best used when:

• You are navigating differences in values or beliefs.

• You want to reduce conflict by focusing on understanding rather than persuasion.

• You need to build connection across diversity—whether in teams, classrooms, communities, or families.

Wrap Up

Empathy maps are not the solution themselves, but they sharpen our vision. They reveal the human stories behind the data and guide us toward solutions that truly address real needs. More importantly, they create a respectful space where people can be seen and heard. While our beliefs and perspectives may differ, empathy maps remind us that we are often united by deeper needs for belonging, purpose, and understanding.

If you want to lead, innovate, or simply connect more deeply, start by mapping empathy.

Happy Thursday all,

-srt

P.S. If you’d like guidance in using tools like empathy maps to improve communication, leadership, or team collaboration, I’d be happy to support you through Rea Coaching & Consulting.