An empathy map provides a visual representation of user attitudes, behavior, and feelings
There are 4 equal quadrants, each containing information about what the user is thinking, saying, feeling, and doing. Our user persona is placed at the center. Based on thorough user research, each quadrant is filled with information. One can think of a persona as a profile. This is an estimated segment of the product's users or target market. As archetypical representations, personas require one to understand who the users actually are (or the types of users one wants to target) and develop a set of archetypes that describe the broad profile any of the customers might fit at any given time.