Empathy map
Agile Product Owner

Draw an empathy map and reach new levels of understanding customers comprehensively


Participants practice using this collaborative tool in teams and develop a deeper understanding of the customer. They analyze the customer from four different angles and put all the information in a visual format which simplicity enables participants to focus on a particular area and thus gain a higher degree of precision when defining the customer’s needs and consequently, take better decisions in this regard thanks to a shared clarity on the matter. The empathy map was originally created by Dave Gray and has gained much popularity within the agile community.



  • Introduce the activity to the participants and split into teams; encourage the teams to nominate a team coordinator that will help the team put the ideas together and then to present the findings to the other teams.
  • Join each team and provide the activity link.


  • Participants brainstorm and recall all the knowledge they have about the customer.
  • They write each piece of information on a virtual sticky note, then they split the information in order for every bit of it to fit a certain quadrant: say, think, do, feel.
  • The overlapping of the information in the four quadrants, the missing pieces or the inconsistencies (e.g. positive actions and negative feelings) will be addressed in full until the entire image is well defined and clear for all the team mates and they can share it with other parties involved.

Debrief (suggested)

  • The team coordinator from each team will present the outcome to the other teams by using the visual empathy map.
  • The facilitator may ask the following questions:
    • How difficult was it to find the information you needed to fill in the 4 quadrants?
    • Which quadrant was the most challenging and why?
    • Do you see the customer differently now? In which way did your understanding change during this process?
    • In which way do you think this empathy map will influence your approach in the near future?
    • Do you see yourself using this tool in your professional activity?



Additional info

This activity follows activity type guide from CARTA

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Empathy map - Agile Product Owner - Colltrain Library - Activity Description
Empathy map - Agile Product Owner - Colltrain Library - Activity Description
Empathy map - Agile Product Owner - Colltrain Library - Activity Description

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