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

While I was reading the user interview, I was not only able to build empathy but also follow the flow and context of what users experienced through the process of travelling. With the highlighted statements of user’s interests, needs, motivations, and frustrations, I could understand how we should distinguish and divide valuable information from user interviews to building meaningful research. Moreover, it made me recognise that it is important to ask open and appropriate questions and avoid leading questions which might lead user’s questions to where the interviewee intends.

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

After putting all the post-it-notes on the boards, members of my group could easily find out that there are some general, common user’s interests, needs, motivations, frustrations, and preferences related to travel. Clustering information allows us to understand the important key-factors which can generate the user’s behaviour and how we approach and solve users’ problems.

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

Due to the fact that there were several different ways to cluster the information according to purposes, it was sometimes difficult to label the group of information especially for some notes which we did not read, so the whole context of these statements was taken by other students. To avoid that, it is reasonable to state that it is better to include the detailed context or explanation with the notes for better understanding. In addition, considering the fact that we tried to interpret the pre-interview data from the booklet, we were not required to lead the interview and analyse at the same time. However, it is easy to imagine how difficult it would be when we should lead the interview in real time, and respond to users’ answers to gather meaningful information. Therefore, it is clearly understood that there should be the process of preparation for building appropriate questions before proceeding the interview.