Thinks

The Thinks quadrant captures what the user is thinking throughout the experience. Ask yourself what occupies the user's thoughts. What matters to the user? Use the qualitative research gathered to find answers.

It is possible to have the same content in both the Says and Thinks quadrants. 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? For example:

• This is really annoying
• Am I dumb for not understanding this?
• This is taking too much time