![]() ![]() 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. Worried: they are doing something wrong. ![]() Confused: too many contradictory prices.Ask yourself: what worries the user? What does the user get excited about? How does the user feel about the experience? The Feels quadrant is the user’s emotional state, often represented as an adjective plus a short sentence for context. ![]() From the research, what does the user physically do? How does the user go about doing it? The Does quadrant encloses the actions the user takes.
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