A collaborative tool teams can use to gain a deeper insight into their customers. Much like a user persona, an empathy map can represent a group of users, such as a customer segment. The empathy map was originally created by Dave Gray and has gained much popularity within the agile community. With the map, customer data is summarised in a visualisation that consists, typically of four quadrants. These four quadrants each describe a different main trait of the user. The four quadrants refer to what a user says, does, thinks, or feels.
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