Use this template to better understand and empathize with your customer.


  1. This template helps you better understand who you’re designing for and empathize with your customers.
  2. Does: What does your customer do? Diagram information about the tasks they complete, their position, and the daily action they perform with your product/service.
  3. Think: What goes on in your customer’s head as they perform the tasks that you previously listed? 
  4. Say: What kind of things does your customer say to their team? These should reflect the tasks they accomplish and their motivations for doing so.
  5. Feel: How do they feel about the tasks they accomplish? What do they need, and what are their roadblocks?