Step 1

Gather all the qualitative research results and the information of the defined personas to use them in filling the tool. If you’ve got more than one persona, then each needs a map.
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Step 2

Capture the outside world of the persona.. Start with mapping what they ‘say’. That is, what the user, for example, said during a usability test or what we would imagine them say if they were to use a product or tell others about it. Ex. this is not reliable / this is easy to use.
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Step 3

‘Think’... this is all about what the customer might be thinking during the experience. Think here of the gains or what matters to the user (wants + needs)? What are the pains (fears, frustrations)? Ex. they might think it is intimidating to use a product / or they don’t understand how a product is useful to them.
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Step 4

‘Do’... this is all about the actions that the user takes to use the product. This could be behaviors you observed the user taking or ones you assume they would do. Ex. ‘comparing prices online’ / ‘clicking a button without understanding what it does’.
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Step 5

‘Feel’... this is all about the emotions of the user. Specify the adjective of the emotion and what has caused that. Ex. confused: too many features.

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🚀 OUTCOME

• Align with the team on the pains (frustrations) and gains (wants and needs) of the users.

💡TIPS

• Don’t get hung up on what goes where in the quadrants as long as you identify the behaviors.
• Only map the behaviors and emotions  that are relevant to the project and not everything related to the persona’s life.

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