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.

The full article was published by Dave Gray on XPLANE
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