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exercise 01 and 02: read interview data, use yellow post it notes to record observations found in data

The interview accounted a person’s experience travelling through Croatia. Using this information I was able to interpret the user’s interest, needs, motivations and frustrations. These were then transferred into the yellow post it notes.


exercise 03: create affinity diagram

We came together as a group and discussed the parallels between each of our interviews. These included: I need child friendly activities, I need reliable navigation etc. Similar yellow post it notes were then clustered together and labelled under a single blue post it note. We then walked to other people’s walls and once we returned we reviewed our own again.

r e f l e c t i o n s

01/ How did this exercise help you build empathy with prospective users?

The interview is a great method to build empathy with the prospective user because it is casual and allows the interviewer to cater the questions specifically to the user as the interview goes on. The interview also gives fairly detailed and personal accounts and this allows the interviewer to really step into the shoes of the user.

02/ How did the clustering of information help you to understand the user needs?

The exercise of clustering the information really surprised me. I was astonished to see so many parallels between all six interviews. When delving into my interview I felt so intimate but to see that other users also had similar interests, needs, motivations and frustrations as my own user was very interesting. I guess, in this way, designers are able to identify the user needs across the board and this is critical when defining the design brief.

03/ What was difficult or challenging with this technique? How would you do it better next time?

I think identifying the user’s interests, needs, motivations and frustrations is critical. If you misinterpret the interview, the affinity diagram may show inaccurate information. Also with my own interview, there was a lot of personal interests and frustrations that wasn’t easy to group in the affinity diagram. I think for next time, we should talk together as a group beforehand to maybe brainstorm possible clusters or read the interview beforehand to understand the context of the exercise or even read several interviews to see the parallels ourselves.