Analysis: Affinity Diagram
Using the research gathered in the previous module, the Affinity Diagram aims to create linear threads through unstructured data. By observing all raw data unilaterally, the team is able to sift out patterns and themes, thus driving consensus.
The analyses explored in this exercise were based on a competitive benchmark, note-taking, and usability testing. Team members were acquainted with the raw materials then asked to articulate their impressions onto post-it notes; a single observation per note.
These notes were then presented together as an ungoverned mosaic. From this point, commonalities and themes were explored and sorted into broad and then granular categories. Lastly, the notes were color-coded to indicate a positive interaction, pain point, or User question or observation.
STEP ONE, raw data: post-it notes as taken by observers, then posted at random on the wall
STEP TWO, processed data: post-it notes arranged by initial category
STEP THREE, organized data: post-it notes arranged by category, subcategory and ranked as noted