Summary

Affinity mapping is an essential UX strategy that organizes user research visually to identify key themes, trends, and user needs.

Abstract

Affinity mapping is a visual technique used in UX design to synthesize and categorize user research data. It involves using sticky notes and a wall space to group similar pieces of information, allowing designers to see patterns and insights that might not be immediately obvious. This method is particularly useful during the divergent phase of the Double Diamond design process model, helping to define larger areas of research and inform design decisions before entering the convergent design phase. The process begins with gathering data from user interviews or feedback, which is then transcribed and analyzed for common themes. These themes are grouped into conceptual categories, providing a clearer understanding of user preferences and behaviors. Affinity mapping is iterative and can be presented to stakeholders at any point during the research phase to guide the development of UX strategies.

Opinions

Affinity mapping is considered a "tactile visual idea space" that evolves with the accumulation of data.
The technique is praised for its simplicity, requiring only sticky notes, sharpies, and wall space.
It is emphasized that affinity mapping should be conducted multiple times during the research discovery and analysis phase, but not during the design phase.
The process of affinity mapping can reveal surprising insights that were not initially clear, enhancing the understanding of user experiences.
The method is described as dynamic and is recommended for use in UX projects to analyze research findings effectively.
The article suggests that affinity mapping provides an impressive return on data, making complex data sets easier to grasp and connect.
The author encourages readers to further their UX knowledge through additional resources and courses offered by the Interaction Design Foundation.

Affinity mapping and why it is important in your UX strategy

UX Design Essentials: Article 10

What is affinity mapping?

af·fin·i·ty: a similarity of characteristics suggesting a relationship, especially a resemblance in structures and thoughts

map·ping: connecting an element with a second element

Affinity mapping is a tactile visual idea space for your user research. It evolves over time as you gather all your data.

Affinity mapping gives designers a visual view of their research, capturing data so that themes, trends, and needs emerge.

An example:

An affinity mapping wall in progress. Photo courtesy Team Platypus, GA, NYC.

The tools

Only a few tools are needed for affinity mapping: sticky notes of various colors, or color-coded paper, a black sharpie, and an empty wall space. Combined, these tools will help you aggregate your research data to identify your users’ needs successfully.

All you need for your affinity mapping are colored sticky notes and black sharpies (felt pens), or similar organizing tools.

Start creating an affinity map using data from your own research

Example: conduct research on people’s “Favorite Meal”

Ask 5 of your friends…

“Describe your favorite meal to me.”

You will receive five completely different answers. You will find out that everyone’s preference is different.

Friend #1 likes breakfast the most, while friend #2 prefers an intimate snack at a bar with a companion. Friend #3 loves mashed potatoes the most, while friend #4 says her favorite meal has to include a Tuscan sunset at a large table with family and friends. And friend #5 says that every meal prepared by his loving partner is his favorite meal.

How to analyze these answers?

We start by pulling information from each users’ statements and writing one descriptor on each sticky note.

Color code each user. Write fast. Don’t dwell on finding the perfect expression. You will refine your words later.

Stick the notes to an empty wall. It might look like this:

In this “Favorite Meal” example, each user is assigned a color. The users’ answers are then written out in detail on the color-coded sticky notes.

Organizing principles

Find common themes and trends in your users’ feedback. Group the particular themes together. It might look like this:

Each thematic group now consists of feedback items from individual users, indicated by the differently colored sticky notes in each group.

Analyzing the affinity map by naming the themes and trends

The analysis of our research, however simple or complex, might surprise us. An affinity map can reveal insights that were’nt clear initially.

In our “Favorite Meal” example, we discover that our friends say their favorite meal can be anywhere and anytime, and that a meal also presents an opportunity to:

• Spend time with family and friends

• Have a sense of privacy and intimacy

• Enjoy food they are familiar with

• Enjoy a comfortable and relaxing environment

To recap this path of research:

It began with a simple question to a study group of five people:

“Describe your favorite meal to me.”

The answers from the five people were transcribed. Topics and details were then pulled from the transcriptions and added to the sticky notes. Careful analysis, grouping of themes and common threads, and adding them to a conceptual category created the 4 statements above.

Affinity mapping is a tool that helps us define larger areas of research

By identifying themes and trends, such as “family and friends” in our “Favorite Meal” example, we can further delve into more detailed questions in these areas in the next round of research.

Affinity mapping data can be presented to stakeholders and clients at any time in the research phase to develop decisive next steps.

When is affinity mapping used in a project’s evolution?

Affinity mapping is done during the divergent research phase. In this diagram of the Double Diamond, where the first diamond to the left represents research discovery and analysis, affinity mapping can be done multiple times to organize and analyze research data. At the beginning of the design phase, represented by the second diamond on the right, research should be finalized. It is not recommended to do affinity mapping during the design phase.

To read a detailed explanation on the Double Diamond, please see my article on “Why the Double Diamond is the Most Precious Diagram in UX Design.” See link:

Why the Double Diamond is the Most Precious Diagram in UX Design

… and unearthing its potential can provide stakeholders and team members with exponential benefits

medium.com

In summary: Gather data and prosper

Every sticky note counts. The aggregate sum of all sticky notes will give you an impressive return of data. Affinity mapping is a visual representation of data that you have in text documents and feedback forms. It makes the whole of that data easier to grasp, and will bring insights and connections to light that had not immediately apparent.

Sticky notes are used to visualize data accumulated from user interviews. Photo courtesy team Platypus, GA, NYC.

Affinity mapping is one of the most dynamic visual tools to analyze research findings. Give it a try in your next project!

To read up more about UX tools and strategies, click on the story links below.

The principle of proximity in UX Design

UX Design Essentials: Article 5

blog.prototypr.io

Journey-mapping pain points & success moments

UX Design Essentials: Article 8

blog.prototypr.io

The essentials of building a user persona

UX Design Essentials: Article 3

medium.com

Want to learn more?

Want to get an industry-recognized Course Certificate in UX Design, Design Thinking, UI Design, or another related design topic? Online UX courses from the Interaction Design Foundation can provide you with industry-relevant skills to advance your UX career. For example, Design Thinking, Become a UX Designer from Scratch, Conducting Usability Testing or User Research — Methods and Best Practices are some of the most popular courses. Good luck on your learning journey!

Thank you for reading.