Coming soon
Customer Journey Map
MappingDiscovery
- Duration
- 60–90 min
- Participants
- 3–8
- Difficulty
- Intermediate
By FlipLab
Empathy Map
DiscoveryComing soonMap what a user says, thinks, does and feels, to build a shared picture of the person you are designing for.
- 45–60 min
- 2–8 participants
- In person or remote
By FlipLab
From the FlipLab library
Objective
Align the team on who the user is, beyond demographics.
When to use it
During discovery, right after interviews or observation, before defining the problem.
Outcome
A four-quadrant map of one user, with the pains and gains that stand out.
Preparation
Interview notes or recordings, an empathy map canvas and sticky notes in four colours.
Steps
- 1
Pick the person5 min
Choose one user or persona to map.
- 2
Fill the quadrants20 min
Says, thinks, does, feels — one observation per note, from the research.
- 3
Pains and gains10 min
Name what hurts and what they hope for.
- 4
Read it back10 min
Agree on the three insights that matter most.
Facilitator tips
- Every note should trace back to something observed, not assumed.
- Contradictions between “says” and “does” are the gold.
Related exercises
Explore- Coming soon