UX Process

Affinity Diagram

There comes a point in my UX Design process when I'm surrounded by yellow sticky notes, fluttering around me like butterflies in Macondo. I use them to organise and synthesise the data gathered from user research and usability testing. This method is called the Affinity Diagram. What it is and why it's done?

The Affinity Diagram involves grouping related ideas, insights, and observations into clusters based on their natural relationships. By categorising data into themes, I can identify patterns, uncover hidden connections, and prioritise key issues and opportunities. It is instrumental in transforming raw data into actionable insights that drive user-centered design solutions.

See the Case Study below.

Project: Hotel Website, Desktop

Raw Research Data

The data used to create an affinity diagram comes from various sources of user research and usability testing. This includes qualitative data such as user interviews, surveys, observations, and feedback gathered during usability tests.

The process begins by collecting detailed notes of user interactions, behaviours, and comments. This rich, qualitative data is then systematically sorted and grouped into clusters based on natural relationships and common themes during an affinity diagram session.

Affinity Diagram

The research data was sorted into information clusters, which led to identifying 13 categories of issues.

By categorising the data into meaningful groups, we can identify patterns and insights that inform design decisions. This method helps in organising complex information, making it easier to uncover hidden connections and prioritise user needs, ultimately leading to more user-centered design solutions.