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

Reading through the interview and highlighting needs, desires and issues raised by the users have helped me identify the things that people would be truly interested in or be concerned about, where there is potential to improve upon for a better travelling experience. These are also topics that I have thought about during my own vacation trips and I can certainly relate to with my own planning, which I would personally like to improve as well for an overall pleasant travel experience in any place.

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

Within the interview text, there is plenty of information, and it is hard to interpret everything on its own. Some issues or problems may seem independent on first glance, but could actually be related to one another in terms of a single common need, desire or problem. Clustering the information has helped me decipher the bigger picture and critically identify the overarching needs, wants and problems that are present, which makes it much easier to approach and provides a start to problem-solving.

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

In affinity diagramming, there is a need to cluster information into related groups. Some information may seem related, and yet may be very different, therefore it is difficult to distinguish the relationship sometimes. There was also difficulty in finding the right words to describe the connection between the classified information. A possible way to overcome the difficulty could be to identify several similar key words within the clustered information, or add similar groups together to distinguish the information better.

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