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

This exercise gave me the comparison of multiple perspectives of different users, and  displayed that despite differences in some of their travel idiosyncrasies, they also share certain overlapping preferences as well. This furthered my understanding that there are some core desires – and by extension designs – that are commonly sought after amongst users/travelers.

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

Primarily based on the clustering your group as a whole, it allowed for the prioritisation of which needs were the most commonly mentioned or desired; this also allowed for sub-categories once a particular cluster had overgrown 6 posted notes. This categorisation highlighted to us where the user’s perspective and focus lay regarding factors that influence their travels.

What was difficult or challenging with the technique?

Probably the subdivision of categories once they overgrew 6 posted notes; this required much discipline in understanding and interpreting the core meaning of each note, allowing for their correct sub-categorisation.

How would you do it better next time?

We didn’t allow enough time for sub-categorisation, and probably focused too much on building the first layers of categories. Ultimately we were left with too much of the latter, and categories that had too many yellow notes.