How-to: In each of the white spaces, list the key needs in addition to the pains that are experienced by your users. This may be based on what you frequently hear from the customer or your own perception of what would frustrate you if you were to be a user. Use the questions at the top of the tool to stimulate ideas from different stances.
Purpose: The discover stage of design thinking involves developing empathy for the user. This tool establishes the first level of empathy as you must stand in the users shoes, forcing a change in thinking.