Affinity maps are visual representations of the findings from a user research study, organized into clusters or themes based on commonalities or similarities. These maps are typically created using sticky notes or cards and can be arranged on a wall or a large table.
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 maps are often used with other UX research methods, such as journey mapping and user personas, to provide a more comprehensive view of the user experience.