Closely review the notes
Write down behaviors, emotions, and
verbatim quotes on post-it notes
Group notes on the whiteboard
Watch patterns emerge
Rearrange the notes as you continue
assess the patterns
Grouping Emerging Themes
Aﬃnity diagrams organize and prioritize insights
I asked someone
who did it
I asked lawyers I didn’t compare
wanted to hire my
In the right
know what they
People just want
it dealt with
They need to
know you can
“In 25 years of doing this,
in virtually every usability test I’ve seen,
we knew what the top 3 problems were
once the final user had left the session.”
- the 7 deadly sins of user research, David Travis
You know you’ve done usability testing
You already have a strong sense about
what you’re going to fix before your
round of testing is done.
Archetypes help organize useful quotes,
data, and anecdotes from interviews
“A quote that sums up his interview”
What are some of Dave’s goals?
What did he say?
Quotes that stood out to us
What did we observe?
What we noticed but he didn’t mention
Behaviors, habits, and workarounds
Meet Dave, again
User Journeys based on research visualizes the current
experience for how people solve problems. Here is a
sample for how people select an HR solution.
Why did you start looking for an HR solution?
Where did you start looking?
How many services did you look at?
What was your deciding factor?
How did you feel after you chose?