Empathy Mapping is a visual tool that shows how customers feel about your product or service.

It is a square divided into four quadrants with the reader, user, or client in the middle.

Each of the four quadrants has a category that helps you dive deeper into the mind of your reader.

The four empathy map quadrants look at what your reader says, thinks, feels, and does.

Use empathy mapping to understand their thoughts, feelings, what they're excited about, and what keeps them up at night.