UX Affinity Maps

When to do a UX affinity map

UX teams commonly use affinity maps to better organise observations and ideas of a research study, visualise ideas that come up during design or ideation meetings or to propose ideas about UX strategy and vision.

How to do a UX affinity map

If, for instance, the objective is organising observations and ideas of an investigation, the first step to do an affinity map is to collect information about the user. We can do this by different methods such as usability tests, user interviews, focus groups or any other method which allows us to collect comments.

  1. Look for patterns in the notes. Depending on the project we are facing, patterns will be different.
  2. Create a group for each pattern. While we find patterns in the notes, we must sort them in groups.
  3. Name each group. Once the notes are divided into groups, we give each group a name.
  4. Analyse what information we have learned of each group. Once information is already classified and grouped we can analyse deeply each one of them to obtain more information.

UX affinity maps advantages

Once we have built the affinity map, we will be able to accept or decline the previous hypotheses about users regarding our product. Furthermore, after doing this exercise we will have a lot of very useful information. These are the advantages:

  • Makes qualitative information analysis easier.
  • Helps to deeply understand problems.
  • It is a really visual method, this encourages creativity and group participation.



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Torresburriel Estudio

Torresburriel Estudio

User Experience & User Research agency focused on services and digital products. Proud member of @UXalliance