Updated Empathy Map Canvas

The Empathy Map can be both viewed as a research tool as well as an observation/analysis tool. In an Empathy Map you collect 1) observable phenomena:

• What users see
• What they say
• What they do
• What they think

And 2) non-observable phenomena:

• What they think & feel
• The pains & gains

Dave Gray is the founder of the Empathy Map, but it’s widely used in UX research and design.