Affinity Mapping

Project Summary

Brainstorming often involves creating an affinity diagram, a process that helps with collaboration amongst teams, and identifies patterns.

We need to bring to the surface what we know and want to know about a subject matter; in this case, new hires.


Business Goal

The business goal was to learn more about new hires. What did they need, want, or desire? Knowing this information will help the business decide how to better onboard new hires and meet their expectations.

The qualitative data will help form a path for design with later projects regarding new hires and setting up profiles tied to an overall persona.

Mapping Session


UX Role

UX/UI focused on research methods, including brainstorming techniques and feedback from affinity mapping.

Feedback gathered over three days came from various departments, which formed a foundation for qualitative research. This technique is more successful if collaboration is amongst co-workers and cross-functional teams

The project required working closely with:

  • Business Analyst
  • IT Service Delivery Managers
  • Product Owners
  • Content Specialists

Mapping Session

Mapping ideas on sticky notes is an easy way to see the big picture—concepts, knowledge, terms, processes, anything that contributes to the sum of its parts.

Thoughts laid out on post-it notes become chunks of information; ideas which then can be interchangeable when brainstorming.

Biased opinions put aside; it opens a door for communication. By classifying thoughts into columns, patterns, norms, and priorities become present.

The process required many sharpies and sticky notes. Quantitative data, such as; terms frequently searched, applications, and page visits were pulled from Google Analytics and the help desk center to help kick off the brainstorming session.

Task: Define What Troubleshooting Means to a New Hire


Takeaway

Affinity mapping was the beginning of many UX Research methods used to understand new hires, such as; surveys, personas, A/B testing, usability tests, and card sorting.

It’s a good exercise for organizing data you may have from several resources or gathering ideas and thoughts from those around you.

Understanding one’s perceptions and opinions, behaviors, and thought processes help pave the path for further exploration with other research methods.

Final Session with Data Organized and Collected