SlideShare a Scribd company logo
EMPATHY MAP
DRAW OUT USER’S WORDS, ACTIONS, THOUGHTS AND FEELINGS TO FULLY
COMPREHEND USER NEEDS
1
WHENNEEDED RATIONALE
EMPATHY MAP
Helps synthesize user clues
Allows to identify a disconnect
between what is said and done
Finds intent and drivers behind what
users have said and done, to translate
into user needs
I want to get
into the heart
and mind of the
user
I want to
articulate what
has remained
unsaid
2
ESSENCE POINTERS
EMPATHY MAP
Draw out user’s
words, actions,
thoughts and
feelings to fully
comprehend user
needs
Create a four quadrant layout: Say, Do,
Think, Feel
Collect quotes and observations and
populate the Say and Do quadrants
E.g., Say: “I want to use my iPad in the class room”
E.g., Do: kids play out a real-time coordinated defense
of their base camp through Playstation internet-enabled
headsets
Interpret what the user might be thinking or
feeling based on what he/she said and did
E.g., Think: My school is not cool
E.g., Feel: Frustrated and limited
Look for and capture the most surprising,
contradictory, intriguing user needs
E.g. User need: School fully integrated in student’s
digital and connected lifestyle
Source of Inspiration: IDEO method cards; Stanford d-school
3

More Related Content

Similar to Empathy map

Emotional Intellegince.pptx
Emotional Intellegince.pptxEmotional Intellegince.pptx
Emotional Intellegince.pptx
Neneng El mundo
 
Demystifying users workbook
Demystifying users workbookDemystifying users workbook
Demystifying users workbook
Vivek Sahi
 
Generative Research Workshop by Nearsoft — Amsterdam Material
Generative Research Workshop by Nearsoft — Amsterdam MaterialGenerative Research Workshop by Nearsoft — Amsterdam Material
Generative Research Workshop by Nearsoft — Amsterdam Material
Misael Leon
 
Make Your Next Training an EPIC Experience!
Make Your Next Training an EPIC Experience!Make Your Next Training an EPIC Experience!
Make Your Next Training an EPIC Experience!
Sharon Bowman
 
Experiential learning museum
Experiential learning   museumExperiential learning   museum
Experiential learning museum
Center for Global Education at Asia Society
 
Generative Research Workshop for Ladies That UX NYC
Generative Research Workshop for Ladies That UX NYCGenerative Research Workshop for Ladies That UX NYC
Generative Research Workshop for Ladies That UX NYC
Misael Leon
 
Design Thinking Quick Practice
Design Thinking Quick PracticeDesign Thinking Quick Practice
Design Thinking Quick Practice
Afif Bimantara
 
Muet speaking lessons set 3
Muet speaking lessons set 3Muet speaking lessons set 3
Muet speaking lessons set 3
richardjessie
 
Empathy
EmpathyEmpathy
Empathy
gfurlonge
 
Confucius in the Virtual Classroom
Confucius in the Virtual ClassroomConfucius in the Virtual Classroom
Confucius in the Virtual Classroom
Training Industry Conference & Expo
 
Converting need into demand
Converting need into demandConverting need into demand
Converting need into demand
Wisnu Dewobroto
 
D4D Tools: Empathy Map
D4D Tools: Empathy MapD4D Tools: Empathy Map
D4D Tools: Empathy Map
Intuit Inc.
 
I teach ilearn_math
I teach ilearn_mathI teach ilearn_math
I teach ilearn_math
Terri Stice
 
Spontaneous Speech
Spontaneous SpeechSpontaneous Speech
Spontaneous Speech
MrJDunford
 
BIH - Empathizing with users
BIH - Empathizing with usersBIH - Empathizing with users
BIH - Empathizing with users
Allison Tran
 
Generative Research — InVision DesignTalk
Generative Research — InVision DesignTalkGenerative Research — InVision DesignTalk
Generative Research — InVision DesignTalk
Misael Leon
 
Different Trumps Same: Getting the Brain to Pay Attention
Different Trumps Same: Getting the Brain to Pay AttentionDifferent Trumps Same: Getting the Brain to Pay Attention
Different Trumps Same: Getting the Brain to Pay Attention
Sharon Bowman
 
How to take killer notes
How to take killer notesHow to take killer notes
How to take killer notes
Jennie Osborn
 
CONCEPTUAL FRAMEWORK: DESCRIPTION
CONCEPTUAL FRAMEWORK: DESCRIPTIONCONCEPTUAL FRAMEWORK: DESCRIPTION
CONCEPTUAL FRAMEWORK: DESCRIPTION
RDC ZP
 
Different Trumps Same
Different Trumps SameDifferent Trumps Same
Different Trumps Same
eyarborough
 

Similar to Empathy map (20)

Emotional Intellegince.pptx
Emotional Intellegince.pptxEmotional Intellegince.pptx
Emotional Intellegince.pptx
 
Demystifying users workbook
Demystifying users workbookDemystifying users workbook
Demystifying users workbook
 
Generative Research Workshop by Nearsoft — Amsterdam Material
Generative Research Workshop by Nearsoft — Amsterdam MaterialGenerative Research Workshop by Nearsoft — Amsterdam Material
Generative Research Workshop by Nearsoft — Amsterdam Material
 
Make Your Next Training an EPIC Experience!
Make Your Next Training an EPIC Experience!Make Your Next Training an EPIC Experience!
Make Your Next Training an EPIC Experience!
 
Experiential learning museum
Experiential learning   museumExperiential learning   museum
Experiential learning museum
 
Generative Research Workshop for Ladies That UX NYC
Generative Research Workshop for Ladies That UX NYCGenerative Research Workshop for Ladies That UX NYC
Generative Research Workshop for Ladies That UX NYC
 
Design Thinking Quick Practice
Design Thinking Quick PracticeDesign Thinking Quick Practice
Design Thinking Quick Practice
 
Muet speaking lessons set 3
Muet speaking lessons set 3Muet speaking lessons set 3
Muet speaking lessons set 3
 
Empathy
EmpathyEmpathy
Empathy
 
Confucius in the Virtual Classroom
Confucius in the Virtual ClassroomConfucius in the Virtual Classroom
Confucius in the Virtual Classroom
 
Converting need into demand
Converting need into demandConverting need into demand
Converting need into demand
 
D4D Tools: Empathy Map
D4D Tools: Empathy MapD4D Tools: Empathy Map
D4D Tools: Empathy Map
 
I teach ilearn_math
I teach ilearn_mathI teach ilearn_math
I teach ilearn_math
 
Spontaneous Speech
Spontaneous SpeechSpontaneous Speech
Spontaneous Speech
 
BIH - Empathizing with users
BIH - Empathizing with usersBIH - Empathizing with users
BIH - Empathizing with users
 
Generative Research — InVision DesignTalk
Generative Research — InVision DesignTalkGenerative Research — InVision DesignTalk
Generative Research — InVision DesignTalk
 
Different Trumps Same: Getting the Brain to Pay Attention
Different Trumps Same: Getting the Brain to Pay AttentionDifferent Trumps Same: Getting the Brain to Pay Attention
Different Trumps Same: Getting the Brain to Pay Attention
 
How to take killer notes
How to take killer notesHow to take killer notes
How to take killer notes
 
CONCEPTUAL FRAMEWORK: DESCRIPTION
CONCEPTUAL FRAMEWORK: DESCRIPTIONCONCEPTUAL FRAMEWORK: DESCRIPTION
CONCEPTUAL FRAMEWORK: DESCRIPTION
 
Different Trumps Same
Different Trumps SameDifferent Trumps Same
Different Trumps Same
 

More from THNK School of Creative Leadership

THNK Innovation Flow Toolkit 2018
THNK Innovation Flow Toolkit 2018THNK Innovation Flow Toolkit 2018
THNK Innovation Flow Toolkit 2018
THNK School of Creative Leadership
 
Cohesive Decentralization - THNK School of Creative Leadership
Cohesive Decentralization - THNK School of Creative LeadershipCohesive Decentralization - THNK School of Creative Leadership
Cohesive Decentralization - THNK School of Creative Leadership
THNK School of Creative Leadership
 
Scalable platforms
Scalable platforms Scalable platforms
Ecosystem Value Chains in Business Enterprise and Nature - THNK
Ecosystem Value Chains in Business Enterprise and Nature - THNK Ecosystem Value Chains in Business Enterprise and Nature - THNK
Ecosystem Value Chains in Business Enterprise and Nature - THNK
THNK School of Creative Leadership
 
Business Model Innovation: The Inspiration Gallery
Business Model Innovation: The Inspiration Gallery Business Model Innovation: The Inspiration Gallery
Business Model Innovation: The Inspiration Gallery
THNK School of Creative Leadership
 
Business model innovation inspiration gallery
Business model innovation inspiration gallery Business model innovation inspiration gallery
Business model innovation inspiration gallery
THNK School of Creative Leadership
 
Thnk corporate innovation programs
Thnk corporate innovation programsThnk corporate innovation programs
Thnk corporate innovation programs
THNK School of Creative Leadership
 
Personal Health
Personal HealthPersonal Health
Wild safari
Wild safariWild safari
Walk in the shoes
Walk in the shoesWalk in the shoes
User prototype test
User prototype testUser prototype test
User portrait
User portraitUser portrait
User journey
User journeyUser journey
User interviews
User interviewsUser interviews
Touch down
Touch downTouch down
Stakeholder map
Stakeholder mapStakeholder map
Scale modeling
Scale modelingScale modeling
Reframing
ReframingReframing
Random force
Random forceRandom force
Neue kombinationen
Neue kombinationenNeue kombinationen

More from THNK School of Creative Leadership (20)

THNK Innovation Flow Toolkit 2018
THNK Innovation Flow Toolkit 2018THNK Innovation Flow Toolkit 2018
THNK Innovation Flow Toolkit 2018
 
Cohesive Decentralization - THNK School of Creative Leadership
Cohesive Decentralization - THNK School of Creative LeadershipCohesive Decentralization - THNK School of Creative Leadership
Cohesive Decentralization - THNK School of Creative Leadership
 
Scalable platforms
Scalable platforms Scalable platforms
Scalable platforms
 
Ecosystem Value Chains in Business Enterprise and Nature - THNK
Ecosystem Value Chains in Business Enterprise and Nature - THNK Ecosystem Value Chains in Business Enterprise and Nature - THNK
Ecosystem Value Chains in Business Enterprise and Nature - THNK
 
Business Model Innovation: The Inspiration Gallery
Business Model Innovation: The Inspiration Gallery Business Model Innovation: The Inspiration Gallery
Business Model Innovation: The Inspiration Gallery
 
Business model innovation inspiration gallery
Business model innovation inspiration gallery Business model innovation inspiration gallery
Business model innovation inspiration gallery
 
Thnk corporate innovation programs
Thnk corporate innovation programsThnk corporate innovation programs
Thnk corporate innovation programs
 
Personal Health
Personal HealthPersonal Health
Personal Health
 
Wild safari
Wild safariWild safari
Wild safari
 
Walk in the shoes
Walk in the shoesWalk in the shoes
Walk in the shoes
 
User prototype test
User prototype testUser prototype test
User prototype test
 
User portrait
User portraitUser portrait
User portrait
 
User journey
User journeyUser journey
User journey
 
User interviews
User interviewsUser interviews
User interviews
 
Touch down
Touch downTouch down
Touch down
 
Stakeholder map
Stakeholder mapStakeholder map
Stakeholder map
 
Scale modeling
Scale modelingScale modeling
Scale modeling
 
Reframing
ReframingReframing
Reframing
 
Random force
Random forceRandom force
Random force
 
Neue kombinationen
Neue kombinationenNeue kombinationen
Neue kombinationen
 

Recently uploaded

➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024
Adnet Communications
 
MECE (Mutually Exclusive, Collectively Exhaustive) Principle
MECE (Mutually Exclusive, Collectively Exhaustive) PrincipleMECE (Mutually Exclusive, Collectively Exhaustive) Principle
MECE (Mutually Exclusive, Collectively Exhaustive) Principle
Operational Excellence Consulting
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Satta Matka Dpboss Kalyan Matka Results
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
japanese language course in delhi near me
japanese language course in delhi near mejapanese language course in delhi near me
japanese language course in delhi near me
heyfairies7
 
Stainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers ChennaiStainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers Chennai
ConveyorSystem
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
Cambridge Product Management Network
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DP Boss Satta Matka Kalyan Matka
 
Truck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers ChennaiTruck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers Chennai
ConveyorSystem
 
deft. 2024 pricing guide for onboarding
deft.  2024 pricing guide for onboardingdeft.  2024 pricing guide for onboarding
deft. 2024 pricing guide for onboarding
hello960827
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
PennapaKeavsiri
 
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
eaqmokn
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
obriengroupinc04
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Niswey
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 

Recently uploaded (20)

➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024TriStar Gold Corporate Presentation - June 2024
TriStar Gold Corporate Presentation - June 2024
 
MECE (Mutually Exclusive, Collectively Exhaustive) Principle
MECE (Mutually Exclusive, Collectively Exhaustive) PrincipleMECE (Mutually Exclusive, Collectively Exhaustive) Principle
MECE (Mutually Exclusive, Collectively Exhaustive) Principle
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
 
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
➒➌➎➏➑➐➋➑➐➐ Satta Matka Dpboss Matka Guessing Indian Matka
 
japanese language course in delhi near me
japanese language course in delhi near mejapanese language course in delhi near me
japanese language course in delhi near me
 
Stainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers ChennaiStainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers Chennai
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
DPBOSS | KALYAN MAIN MARKET FAST MATKA RESULT KALYAN MATKA | MATKA RESULT | K...
 
Truck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers ChennaiTruck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers Chennai
 
deft. 2024 pricing guide for onboarding
deft.  2024 pricing guide for onboardingdeft.  2024 pricing guide for onboarding
deft. 2024 pricing guide for onboarding
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
 
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 

Empathy map

  • 1. EMPATHY MAP DRAW OUT USER’S WORDS, ACTIONS, THOUGHTS AND FEELINGS TO FULLY COMPREHEND USER NEEDS 1
  • 2. WHENNEEDED RATIONALE EMPATHY MAP Helps synthesize user clues Allows to identify a disconnect between what is said and done Finds intent and drivers behind what users have said and done, to translate into user needs I want to get into the heart and mind of the user I want to articulate what has remained unsaid 2
  • 3. ESSENCE POINTERS EMPATHY MAP Draw out user’s words, actions, thoughts and feelings to fully comprehend user needs Create a four quadrant layout: Say, Do, Think, Feel Collect quotes and observations and populate the Say and Do quadrants E.g., Say: “I want to use my iPad in the class room” E.g., Do: kids play out a real-time coordinated defense of their base camp through Playstation internet-enabled headsets Interpret what the user might be thinking or feeling based on what he/she said and did E.g., Think: My school is not cool E.g., Feel: Frustrated and limited Look for and capture the most surprising, contradictory, intriguing user needs E.g. User need: School fully integrated in student’s digital and connected lifestyle Source of Inspiration: IDEO method cards; Stanford d-school 3