03 User goals

Question 1

What is triangualtion?

Answer 1

It is a way to find patterens by using different sources.

Question 2

Who made the first affinity diagram?

Answer 2

Jiro Kawakita

Question 3

What is Affinity Diagram?

Answer 3

An Affinity Diagram is a tool that gathers large amounts of language data (ideas, opinions, issues) and organizes them into groupings based on their natural relationships.The Affinity process is often used to group ideas generated by Brainstorming.

Question 4

What are the steps of affinity program?

Answer 4

Step 1: Hare all research
Step 2: Review
Step 3: Organize

Question 5

What does step 1: Share all research intel?

Answer 5

• share video clips, survey findings, analytics, interview notes, give people the time to digest maybe a day or two and then give them the highlights just before the seesion starts. Tehy need to take notes as they watch the research data.

Question 6

What does step 2: reviwe intel?

Answer 6

Give everyone a pan and post its
Whrite down one observation per post it
Be descriptive
Do post its in silence
Place post it on the wall

Question 7

What does step 3: Organize intel?

Answer 7

Group all the post its
Encourrage discussions
Name each group

Question 8

What are the benefits of affinity diagrams?

Answer 8

• Collaborative
• faster analisys
• high quality output
• shared understanding
• buy-in
• give everybody a voice
• gets people off their seats

Question 9

What is a customer journey map?

Answer 9

A journey map is a diagram that visualize what the customer experience as they interact with company/software

Question 10

Why is it great to have a customer journey map?

Answer 10

Its a great tool for seeing things through the eyes of an outsider - and it highlights aspects of the journey that needs to be fixed as a priority.

Question 11

What are the benefits of a customer journey map?

Answer 11

Highly structured
easy to understand
easy to share with colleagues
customer point of view

Question 12

What are personas?

Answer 12

Personas represents the user of your software

Question 13

What are the pitfalls of using personas?

Answer 13

• involves fiction
• often created without research
• often confused with marketing personas
• time consuming to produce and maintain
• Dont always have the intended effect - when the users are fictional we might not empathise as much to the users

Question 14

What is a customer value curve?

Answer 14

• competitive analysis
• from customer perspective
• provides strategic direction
• helps identify competitve gaps
• helps identify differentiations

Question 15

What is an empathy map?

Answer 15

A map where different quadrants represents what the user says, thinks, feels, does and what their goals are.

Question 16

What refers to using two or more research approaches in order to get better, more accurate result?

Answer 16

Triangulation

Question 17

What is the name for the analysis technique that involves grouping unstructured data from research into logical themes?

Answer 17

Affinity diagram

Question 18

What can be considered a limitation or weakness of personas?

Answer 18

They are time consuming to produce and maintain

They can get confused with marketing personas/segments

They tend to involve an element of fiction

Question 19

You want to understand the performance of your product according to a set of competitive factors, in order to identify areas of differentiation with a competitor’s product. Which of the methods would you use?

Answer 19

Customer value curve

Question 20

Which of the below steps should be conducted FIRST when developing an affinity diagram?

Answer 20

Raw research data is shared with with the team and they are given time to digest it

Question 21

Your manager has asked you to develop a visual representation of the stages your customers encounter as they interact with your website. Which of the following methods would you use?

Answer 21

Customer journey map

Question 22

What is NOT considered a strength of affinity diagrams?

Answer 22

Reduce margin of error