Module 3

Question 1

Triangulation

Answer 1

Using multiple data sources to get a more accurate measurement

2 or more research methods are used - to get more confidence in results

Used to identify patterns

Question 2

Affinity diagram

Answer 2

All research data is shared with the team

Key points / observations from each research source are written down on individual post it notes

Team organises them in groups that seem natural (Natural grouping)

Team labels groups - be specific in labels

• adds structure to previously unstructured data
• actionable insights are produced from raw data

Question 3

Benefits affinity diagram

Answer 3

1. Fosters collaboration in the team
2. Faster analysis
3. Hight quality output ( valuable research data)
4. Creates a shared understanding amongst the team
5. Creates buy-in
6. Gives everybody within the team a voice

Question 4

Customer journey map

Answer 4

Use affinity diagram data to create customer journey map

Divide the process into labelled steps
Each steps is then divided up into goals, behaviours, context and pain points and filled out

Once each step is filled out, assess whether it was a positive or negative experience

Draw a line: above the line is a positive experience and below the line is a negative experience

Use a smiley / sad face to represent the overriding emotion that occurred at each step in the process

Question 5

Benefits of a customer journey map

Answer 5

1. Highly structured data source
2. Easy to understand
3. Easy to share and present to others
4. Good way to show the user experience from the customers point of view

Question 6

Personas

Answer 6

Presented in the format:

Goals
Behaviours
Context

1. Provides clear design target for the design team (we’re not designing for ourselves)

Data is presented in the format of a real human being - creates empathy within the team

Question 7

Disadvantages of personas

Answer 7

1. Personas include some fictional data - fake data can cause problems
   - keep the biographical data down to a minimum and focus on goals, behaviours and context
2. Sometimes personas can be created without any research at all (hypothetical scenarious)
   3.Often get confused with marketing personas
3. Personas are time consuming to produce and time consuming to maintain
4. Unnecessary form of research data (people won’t trust fictional data)

Customer journey diagram is a more effective form of research

Question 8

Customer value curve

Answer 8

Used to show how our current product compares to the competitors from the customer perspective

OR

How we expect our product could compare to the competitor in the future

X axis - (factors) what matters to customers
e.g security, usability, flexibility, trust

Y axis - measures the quality of each factor

Represent the two products comparing on the same graph to see how they compare

The area created in between the two lines is where the design team should focus their efforts to get a competitive advantage

• helps identity competitive gaps
• helps identify differentiators

Question 9

Empathy map

Answer 9

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