4. Data Analysis and Representation Flashcards

1
Q

What are some pro’s of affinity mapping?

A

Can be done in a group/ alone

Can be done remote/ in person

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2
Q

What is affinity mapping?

A

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

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3
Q

What are empathy maps?

A

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

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4
Q

What are some pro’s and con’s of empathy maps?

A

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)

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5
Q

What are user journey maps?

A

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

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6
Q

What is in a user journey?

A

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

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7
Q

What are pro’s of user journeys?

A

Useful communication tool

Visual overview of E2E journey

Understand user tasks, behaviour, needs, expectations

Flexible - can be high level or show a specific scenario

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8
Q

What are con’s of user journeys?

A

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

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9
Q

What are personas?

A

Technique for organising and using findings about users

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