03 User goals Flashcards
What is triangualtion?
It is a way to find patterens by using different sources.
Who made the first affinity diagram?
Jiro Kawakita
What is Affinity Diagram?
An Affinity Diagram is a tool that gathers large amounts of language data (ideas, opinions, issues) and organizes them into groupings based on their natural relationships.The Affinity process is often used to group ideas generated by Brainstorming.
What are the steps of affinity program?
Step 1: Hare all research
Step 2: Review
Step 3: Organize
What does step 1: Share all research intel?
- share video clips, survey findings, analytics, interview notes, give people the time to digest maybe a day or two and then give them the highlights just before the seesion starts. Tehy need to take notes as they watch the research data.
What does step 2: reviwe intel?
Give everyone a pan and post its Whrite down one observation per post it Be descriptive Do post its in silence Place post it on the wall
What does step 3: Organize intel?
Group all the post its
Encourrage discussions
Name each group
What are the benefits of affinity diagrams?
- Collaborative
- faster analisys
- high quality output
- shared understanding
- buy-in
- give everybody a voice
- gets people off their seats
What is a customer journey map?
A journey map is a diagram that visualize what the customer experience as they interact with company/software
Why is it great to have a customer journey map?
Its a great tool for seeing things through the eyes of an outsider - and it highlights aspects of the journey that needs to be fixed as a priority.
What are the benefits of a customer journey map?
Highly structured
easy to understand
easy to share with colleagues
customer point of view
What are personas?
Personas represents the user of your software
What are the pitfalls of using personas?
- involves fiction
- often created without research
- often confused with marketing personas
- time consuming to produce and maintain
- Dont always have the intended effect - when the users are fictional we might not empathise as much to the users
What is a customer value curve?
- competitive analysis
- from customer perspective
- provides strategic direction
- helps identify competitve gaps
- helps identify differentiations
What is an empathy map?
A map where different quadrants represents what the user says, thinks, feels, does and what their goals are.
What refers to using two or more research approaches in order to get better, more accurate result?
Triangulation
What is the name for the analysis technique that involves grouping unstructured data from research into logical themes?
Affinity diagram
What can be considered a limitation or weakness of personas?
They are time consuming to produce and maintain
They can get confused with marketing personas/segments
They tend to involve an element of fiction
You want to understand the performance of your product according to a set of competitive factors, in order to identify areas of differentiation with a competitor’s product. Which of the methods would you use?
Customer value curve
Which of the below steps should be conducted FIRST when developing an affinity diagram?
Raw research data is shared with with the team and they are given time to digest it
Your manager has asked you to develop a visual representation of the stages your customers encounter as they interact with your website. Which of the following methods would you use?
Customer journey map
What is NOT considered a strength of affinity diagrams?
Reduce margin of error
