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Watch one solution to the cat food affinity diagram assignment.
Solution
How did it go, we're you able
to create your affinity diagram?
0:00
Let me walk you through
the diagram I created.
0:04
Yours is maybe a bit different from mine,
and that's okay.
0:07
I am different person than you, so
0:11
I might organise things
differently than you would.
0:13
It doesn't make your
affinity diagram wrong,
0:15
just another perspective on the data.
0:18
The first group I have here is
called purchasing considerations.
0:21
These are all things the participants kept
in mind when looking to purchase cat food.
0:25
These are items that a cat food company
might want to keep in mind when
0:30
designing their food packaging and labels.
0:34
In the next group,
I labeled it healthy kitties.
0:37
This seemed to be a big topic for
all owners.
0:41
They wanna make sure their
pets are happy and healthy.
0:44
I separated one sticky note, since it
discussed being outside the USA and
0:47
didn't really seem to fit
with any of my other groups.
0:52
So I made it its own group instead.
0:56
Below that, I have a group
labeled matching belief systems.
0:58
There was a fact about
owners finding food for
1:03
their cats that matched their
current belief systems.
1:06
And I felt there were a few other
notes to go with this idea.
1:09
This may be something else to keep in
mind when creating a new cat food.
1:12
Next, this group is labeled label info.
1:17
It seems likes like a lot of cat owners
don't have anything to add to their cat
1:21
food labels.
1:25
This could be an area of opportunity to
surprise owners with great label design,
1:26
or something they haven't seen before.
1:30
Below this group is one I called Trust.
1:33
The owners seem to trust in
the food brands they have chosen.
1:37
This is definitely something
you don't want to lose.
1:40
The group below trust is
called vet recommendation.
1:44
Similar to trust,
1:47
owners believe in the recommendations
given to them by their vets.
1:49
This is another area of opportunity.
1:53
Like the dog data in the previous video,
1:56
I grouped the cat numbers
into their own group.
1:59
After that, I labeled the next group,
Purchase Schedule.
2:02
This is another data point that
leads to some opportunities like,
2:06
may be giving out coupons to go
with their purchase schedule.
2:10
Below is a group by labelled Purchasing.
2:15
This group tells us about how
the participants purchase their food and
2:17
the reasoning behind their choice.
2:21
Next is a group called Treats.
2:24
I added all of the comments on treats and
why owners do or do not use them.
2:26
Moving on,
the next group is called Food Specifics.
2:31
And has details around what types
of food owners are purchasing and
2:35
what label items are important to them.
2:40
Lastly, is a group I labeled Feeding,
2:42
which has all of the notes around
pet size and feeding schedule.
2:46
Now that my affinity diagram is complete,
2:51
I have a better
understanding of our topic.
2:54
The takeaways I gathered from
this exercise were, there may be
2:56
an opportunity to add something
helpful and unexpected to food labels.
3:00
Cat owners trust their vets and
food labels.
3:05
[SOUND] Cat treats are not
really a popular purchase.
3:08
[SOUND] Pet owners will buy food for their
pets that align with their belief systems.
3:13
What takeaways did you find?
3:18
Did any of your takeaways match mine?
3:21
Or were they all different?
3:23
Nice work designers.
3:25
You now have another UX
technique under your belt.
3:26
See you next time.
3:30
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