![]() Worried: they are doing something wrong.Confused: too many contradictory prices.Ask yourself: what worries the user? What does the user get excited about? How does the user feel about the experience? The Feels quadrant is the user’s emotional state, often represented as an adjective plus a short sentence for context. From the research, what does the user physically do? How does the user go about doing it? The Does quadrant encloses the actions the user takes. “Am I dumb for not understanding this?”.Try to understand why they are reluctant to share - are they unsure, self-conscious, polite, or afraid to tell others something? However, pay special attention to what users think, but may not be willing to vocalize. 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. The Thinks quadrant captures what the user is thinking throughout the experience. “I don’t understand what to do from here.”. ![]()
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