CaseTalkEmpathy Map Canvas

Dave Gray / XPLANE · gamestorming.com

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Persona Name
Goal / Job to be Done
💭 THINKS
What beliefs, worries and aspirations does this person have that they might not say out loud?
💬 SAYS
What quotes and phrases have you heard this person use? What would they tell others?
🏃 DOES
What actions do they take? What behavior have you observed?
❤️ FEELS
What emotions dominate? What moves them? What do they worry about at night?
😟 PAINS
What are their fears, frustrations and obstacles?
😊 GAINS
What do they want and need? What would delight them?