Page 26 - Process_Book_Amol

Phase 2

Define Phase

Themes
Affinity Mapping and

pr
design
actice
in
r
systematically
which
Mapping
followed
an
y
was
Affinity
ded. This
r
esponses
e
conducted,
Inter ecor b
views
wer
and
their
emer
om the data wer
ging themes fr
e identified.

Step 1: Affinity Mapping
Step 2: Refining & Mer
Themes
o
ging int

fr
om
mapping
r
esponses
Insights user wer out the
fr
om
pulled
e
After forming the initial affinity mapping clusters, similar opics
t
epr
r
table and esented as individual sticky notes. The common
mer
This
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int
oups.
wer
visited
r
e e o 3–4 main gr ocess
ged
and
gr
r
wer
notes e then ouped based on commonalities, esulting
v that many user insights e commonly shar and
r
e
ealed
ed
wer
y
pr
multiple eliminar categories. t this stage, all possible
A
b
r
r
As
epeated y multiple par a esult, 7 major insights
ticipants.
ed without filtering or mer
categories wer
e captur
oo early
.
ging t
view data.
om the entir
e set of user inter
wer
e r
efines fr

o
Affinity mapping was used t

opics int
oup similar t
gr
o themes

and highlight common insights

ticipants.
acr
oss par

24