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Learn how to create an affinity diagram to generate ideas and prioritize the next steps in the design process.
Definitions
- Affinity diagram: A technique for analyzing qualitative user research data where observations are written on notes and sorted into groups.
Resources
- The KJ Technique: A group process for establishing priorities, by Jared Spool.
- Creating an Affinity Diagram Sophie Brenny and Freek de Bruijn
- Using Affinity Diagrams Arizona Public Health Training Center
The most interesting and popular
technique for analyzing qualitative user
0:00
research data is called an Affinity
Diagram, also known as Affinity Mapping.
0:05
It's based on the KJ Technique
developed by the Japanese
0:10
anthropologist Jiro Kawakita and
the 1960s.
0:14
The KJ Technique is an idea generating and
prioritizing technique.
0:19
The gist of this technique is simple.
0:24
Right down every single observation,
thought, and
0:26
question on a post-it note that's real or
digital.
0:29
Shuffle the cards,
sort similar cards into groups, and
0:33
identify themes in the data,
label each group.
0:36
A key aspect of affinity diagramming
is keeping an open mind.
0:41
Let the themes and
categories emerge from the data,
0:46
rather than predefining categories and
simply sorting each card into its basket.
0:49
An Affinity Diagram is powerful
when you create it as a team, yet
0:54
you can definitely analyze
the data singlehandedly.
0:57
The resources section in this
stage lists several resources for
1:02
running an effective affinity
diagramming exercise.
1:06
In the next step,
we'll look at the transcript again and
1:10
see what is noteworthy.
1:13
Let's walk through an example together.
1:16
Download the project
files to follow along.
1:18
I interviewed five people and here
are the notes I took about what they said.
1:22
Each color represents a different person.
1:28
So I can keep track of who said what
after the notes get moved around.
1:31
I kept each note short to capture
the essence of what was said.
1:37
This keeps the notes brief, and
1:41
the granularity allows me to
categorize them more cleanly.
1:43
Now, start moving around the notes and
organizing by theme.
1:48
There will be some that don't have an
obvious place, but don't worry about it.
1:53
Place them to the side and
revisit them at the end.
1:58
You'll notice some themes start to
emerge such as goals and challenges.
2:02
You may even notice some sub-themes.
2:06
Here's what my Affinity Diagram
ended up looking like.
2:10
Keep in mind everyone's
organization will be different so
2:15
don't fret if yours looks
different than mine.
2:19
Now, goal was a large category for me.
2:22
So I created sub-themes such as fitness,
mental health, and socialize.
2:26
This makes it easier for me to scan
the diagram to understand the highlights.
2:32
Now back to the clothing store research.
2:39
Practice organizing information from
the user interview in the form of
2:42
a Affinity Diagram.
2:45
When you're ready, stay tuned for
2:48
the next video where I'll wrap up what
we have learned from this exercise.
2:50
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