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

  • Read Real Interview Data

I am totally involved in the users experience when reading the interview 1. It can be seen from the genre of statement, the interview was processed in a relax environment, which helps user feel more comfortable to give real experience. Moreover, there is not a logical rule of speaking, both adorable and disgusting experience are presented in a casual way and provide more sentimental communication between interviewee and researcher.

  • Highlight User Interests, Needs, Motivations,etc.

When I was highlighting the material, I started to classify them into interests, needs, motivations and frustrations. Understanding and analyzing user comments is quite important in this session and helps me think deeper and recognize orderly.

  • Create Affinity Diagram

After writing down the observations on post-it, we clustered them and discussed them as a group. In this step, my classmates offered different opinions so that I was able to know more about real user experience, and eventually have a comprehensive understanding of user demands.

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

Everyone in our team read different interviews, therefore we clustered loads of information to post. By analyzing the information, we grouped similar observations into certain categories at the beginning, for example, sights, hotels, food and language, etc. After that, we started to come up with some user demands which link to observations directly and indirectly. In this process, I learned how to focus on potential user needs through information clustering. Specifically, based on understanding the facial demands, we are encouraged to be more innovative and explore deeper needs. We also need to concentrate on finding inconspicuous connection between user experience and potential functions.


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

Firstly, when there is a large number of information and some of them can be linked to different aspects, clustering observations will be one of the difficulties, because we have to classify observations in two dimensions. Secondly, labeling a cluster needs us to be comprehensive and original. In order to write unique and appropriate labels, deeper thinking is required. Next time, apart from real interview resources, I would like to read some references and do some relevant research in advance , which can help me to have a broader view.