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

This exercise helps understand the prospective users by taking an insight into the interviewees’ interests, needs, motivations and frustrations in their travel planning. By drawing a concept map to summarise the interview transcripts, what the interviewees care about and how they feel are easily explored and emphasised.

Interview is a good choice to gather information and to make sense of the audiences. This exercise is based on interviews with Cooper users. Through the talks with the users, the background and the experience of these users can be identified, which may provide supportive information to help build empathy.


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

The clustering of information helps analyse and organize the interview data.

Because each group member takes different interviews, the gathered affinity notes are diverse which make no sense. Clustering is a method to build relationships among different affinity notes. By identifying relevant phenomena and grouping similar voice of users, it helps structure the user needs clearly and systematically.


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

The interpretation of the interview data is a huge work. Because of the long record of interviews, it is easy to miss some key points in data analysis.

There is also a challenge existing in the use of affinity diagramming. Not all gathered affinity notes can be grouped into relevant themes.

The two problems may influence the accuracy of the interview results, together with the result of design research. To minimize the error, it is necessary to read the transcripts carefully when condensing data.