Affinity mapping is a UX research method that organizes and groups research findings into clusters or themes. This is typically done after conducting user interviews or other forms of research and allows researchers to identify common patterns and trends among the data.
To create an affinity map, researchers first collect all of their research findings and write them down on individual sticky notes or cards. They then organize the notes into clusters or themes based on commonalities or similarities. For example, if a user research study focused on the experience of booking a flight online, the researchers might group the findings into clusters related to the booking process, the payment process, and the customer service experience.
Once the findings have been grouped into clusters, researchers can then analyze the data within each cluster to identify trends and insights. This can help them understand the user experience more fully and identify areas for improvement or optimization. Affinity mapping is often used with other UX research methods, such as journey mapping and user personas, to provide a more comprehensive view of the user experience.