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Design Introduction to Product Design The Design Problem Ideation

Curtis Simonson
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Curtis Simonson
UX Design Techdegree Graduate 13,791 Points

what is the difference between journey map vs. affinity map?

Is there a difference? It seems that the terms are used interchangeably with each other.

Sarah Jee Watson
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Sarah Jee Watson
UX Design Techdegree Graduate 28,185 Points

Hey Curtis, do you mean Affinity Diagram?

Journey Map: Shows the steps a user goes through to accomplish their goal.

Affinity Diagram: Organises design ideas or research findings into groups.

Both are a visual representation.

Mitchell North
Mitchell North
6,353 Points

I think it's...

Affinity map = a collection of data from users determining general feelings/impressions/thoughts towards a service.

User journey = a visualised reflection of stages of use and the actions/thoughts/feelings that go with it.

Affinity mapping seems to be based on actual research whereas user journeys can be based on imagined personas.

1 Answer

Dmytro Soluianov
Dmytro Soluianov
8,142 Points

Affinity map helps you discover a problem. Journey map is used to define user's pain and motivation