04 Affinity diagram

1 The material gathered in the research part was carefully analized and used to create the affinity diagram. The process was divided into 3 different steps. In the first one, post-its carring feedback from users were arranged on the wall trying to find an initial similarity or correspondence one with another.

2 In the second steps post-its were grouped to pinpoint macro areas under a common category. This process was completed after several iterations.
In the third and final part there was a multiple evaluation for many sub-groups of each category that associated an emotional feedback to stress positive aspects and especially pain points.
An initial sequence of 11 steps connected to almost each sub-group was drafted to facilitate the creation of the customer journey map.