4. Data Analysis and Representation Flashcards
What are some pro’s of affinity mapping?
Can be done in a group/ alone
Can be done remote/ in person
What is affinity mapping?
An activity carried out after conducting research to analyse and synthesise data from interviews, observations, usability testing to find:
themes
insights
user needs
and generate personas
What are empathy maps?
Descriptive representations of what we’ve learned about users through qualitative research to align team and create empathy
Can represent a single user or an aggregation of users
Say, think, do, feel
Early design stages
What are some pro’s and con’s of empathy maps?
Can represent a single user or a group
Easy to understand and use
Represent data from real people
BUT
More representation than analysis
Not suitable for for a lot of data
Overlaps in quadrants
Unequal info in quadrants
Missing important details (frequency, chronology)
What are user journey maps?
Show a sequence of steps over time towards a goal or outcome, usually involving a system or service
Identify pain points, gaps and opportunities
High level/ specific scenario
Based on data from observations/ interviews/ diary studies
As is/ future
What is in a user journey?
Context - Where is the user?
Progression - How does each step enable the user to get to the next?
Devices
Functionality - What features / functionality are they using?
Emotion
Pain points
Opportunities
What are pro’s of user journeys?
Useful communication tool
Visual overview of E2E journey
Understand user tasks, behaviour, needs, expectations
Flexible - can be high level or show a specific scenario
What are con’s of user journeys?
Only as good as the data they’re based on
Only shows one persona / user type and one goal
Risk of focusing them more on the company/ touchpoints than the user.
Need to review and keep up to date
What are personas?
Technique for organising and using findings about users