8. Analysis and Models

Qualitative Analysis can seem like a mysterious process. A group of people enters a conference room with interview notes and stickies and emerges with recommendations for creating or changing the functionality or interface of a system.

For us humans, this is actually the most natural thing possible. We’re social creatures and pattern-recognition machines. Getting people together to analyze qualitative data is like throwing a party for our brains. Once you start, you’ll get hooked.

And this is where design truly starts. You take all this messy data and begin to organize it, and group it, and label the groupings. Through conversation, clarity will start to emerge. Clarity in the data analysis will translate to clarity of ...

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