This document is an empathy map designed to understand a customer's perspective. The map outlines what the customer thinks and feels, what they hear from others, what they see in their environment, and what they say and do. It also categorizes the customer's pains such as fears and frustrations, as well as gains like wants, measures of success, and motivations. The empathy map is a tool to understand customers at a deeper level by viewing the world from their perspective.

1. Designed for: Designed by:
Business Model - The Empathy Map Date:
Customer Perspective: Interation:
What does she
THINK and FEEL?
what really counts
major preoccupations
worries & aspirations
What does she
What does she SEE?
HEAR?
what friends say
environment
friends
what the markets offers
what boss says
what influences say
What does she
SAY and DO ?
attitude in public
appearance
behavior towards others
PAIN GAIN
fears, frustrations, obstacles “wants”/needs, measures of success, obstacles
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