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

Through interview transcript, I have gained a deep understanding of user’s situation, context, and story which allow me building empathy with the user and defining their goals, motivations, and frustrations.

Interview transcript always very long and hard to emphasize important information. Using affinity notes could reduce the distraction of useless information and link useful information together.

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

Clustering information from different interview helps us to group similar travel problem easily and efficiently. Everyone can contribute to the process and understand other’s interview. It is an effective way to collaborate with other UX designers or researchers.

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

The challenging for my group was everyone wrote notes in different style. It is easy to misunderstand what other people has written. I think next time we need to have a meeting before writing the notes so that everyone can write notes in the same way.

It is also hard to summarize yellow notes to blue notes. Because everyone interprets the notes in a different way. It is hard to say which is the best conclusion. I think next time we should spend more time in understanding and summarizing the notes.

Moreover, I am worried about did I put every note into the most appropriate category, Maybe we should iterate the process to make it more accurately grouped.