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Is there a simpler way to determine whether a user note belongs to the "Says" or "Thinks" section?

"Says" and "Thanks" sections seem too similar.

3 Answers

The Says quadrant contains what the user says out loud in an interview or some other usability study. Ideally, it contains verbatim and direct quotes from research.

“I am allegiant to Delta because I never have a bad experience.”

“I want something reliable.”

“I don’t understand what to do from here.”

The Thinks quadrant captures what the user is thinking throughout the experience. Ask yourself (from the qualitative research gathered): what occupies the user’s thoughts? What matters to the user? It is possible to have the same content in both Says and Thinks. However, pay special attention to what users think, but may not be willing to vocalize. Try to understand why they are reluctant to share — are they unsure, self-conscious, polite, or afraid to tell others something?

“This is really annoying.”

“Am I dumb for not understanding this?” From: https://www.nngroup.com/articles/empathy-mapping/

Pepe Toño
Pepe Toño
13,813 Points

They are similar, but difference roots from time staying on the website i think. "Says" are your first impressions of the website, your first opinion. "Thinks" are your second impressions and they are concernings about how reliable or useful is the website.

Dillon Renteria
Dillon Renteria
3,077 Points

Put yourself in their shoes and mind frame and think would I think or would a verbally say this out loud.