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The Pocket Universal Methods of Design by Bella Martin, Bruce Hanington

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003 Affinity Diagramming

The visible clustering of observations and insights into meaningful categories and relationships

• Designers capture research insights, observations, concerns, or requirements on individual sticky notes.

• Rather than grouping notes into predefined categories, specific details are clustered, which then give rise to named category themes based on shared affinity of similar intent, issues, or problems.

• Making tacit knowledge or information buried in transcripts visible facilitates research synthesis.

• Affinity diagramming from contextual inquiry is based on interviews and observations of users in the field, synthesizing human stories.

• Affinity diagramming from usability testing documents observations and quotes of ...

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