User Goals

Question 1

What is triangulation?

Answer 1

Using multiple data sources (research techniques) to get a better and more accurate measurement/boost confidence in results.

Question 2

What do you look for when triangulating data?

Answer 2

Patterns - the same findings appearing again and again.

Question 3

What is an affinity diagram?

Answer 3

Tool to organize large amounts of unstructured data by brainstorming ideas across experts, analyzing those ideas and then driving a consensus.

Question 4

Who devised affinity diagrams?

Answer 4

Jiro Kawakita - to analyze work from Nepal

Question 5

What’s the first step in the process for an affinity diagram?

Answer 5

Research analytics - Share raw research data with the team to analyze and digest.

Question 6

What’s the second step in the process for an affinity diagram?

Answer 6

Brainstorm - ask each team member to write down descriptive points, notes or observations from the research that is relevant to improving the design. Place each note on the wall. (15-60 minutes)

Question 7

What’s the third step in the process for an affinity diagram?

Answer 7

Crowd sourcing/analyzing - As a team, group related notes. Groups should circled and given a descriptive name.

Question 8

What are benefits to an affinity diagram?

Answer 8

• Collaborative
• Faster analytics
• High quality output
• Shared understanding
• Buy-in
• Everybody has a voice
• Gets people engaged positively

Question 9

What is a customer journey map?

Answer 9

A diagram that visualizes what the customer experiences with your company/service/software/interactions.

Question 10

What is the first step in creating a customer journey map?

Answer 10

Record the flow - every step in the customer’s process even if it doesn’t involve you.

Question 11

What is the second step in creating a customer journey map?

Answer 11

For each step, go back to the research and fill in applicable Goals, Behaviors, Context of Use, Pain Points and/or Mental Models of the customer.

Question 12

What is the third step in creating a customer journey map?

Answer 12

Add in emotions for each step for the overriding emotion of the customer.

Question 13

What is the goal of a customer journey map?

Answer 13

Highlight parts of the customer’s journey that need improvement.

Question 14

What are the benefits of a customer journey map?

Answer 14

• Highly structured
• Easy to understand
• Easy to share with colleagues
• Shows the customer’s point of view

Question 15

What 6 things was Alan Cooper trying to do when he devised ‘Personas’?

Answer 15

• End feature debates
• Avoid self-referential design
• Challenge assumptions
• Introduce objective data
• Provide a target for the design team
• Build empathy

Question 16

What are some pitfalls to personas?

Answer 16

• Involve fiction
• Created without research
• Confused with marketing personas
• Time consuming to produce/maintain
• Doesn’t always have the intended affect

Question 17

What is a customer value curve?

Answer 17

Competitive analysis tool that looks at how you stack up compared to the competition from the customer’s perspective.

Question 18

What is on the horizontal axis of the customer value curve?

Answer 18

What matters to the customer - outlined from research as the key competitive factors for your produce or service.

Question 19

What is on the vertical axis of the customer value curve?

Answer 19

Measure of Quality on each particular factor - Quality of offering

Question 20

What does a customer value curve provide?

Answer 20

• Strategic direction
• Identification of competitive gaps to exploit or close
• Identification of differentiators from the competition

Question 21

What are empathy maps devised to do?

Answer 21

Help teams have a shared understanding of research findings and help with better design decisions. They can be used to represent insights gleaned from multiple research methods.

Question 22

What are the 5 quadrants in an empathy map?

Answer 22

• Goals
• Says
• Thinks
• Feels
• Does

Question 23

True or false - Not all empathy maps follow the 5 standard categories.

Answer 23

True - Not all findings fit into the standard 5 categories. Instead organize the notes into their own logical categories and give them group names.