Database Reference
In-Depth Information
Figure 4.2:
An Affinity Diagram during construction, showing how notes and pictures from individual inter-
views (the yellow notes) are grouped into a hierarchical structure (the blue, pink, and green notes). Note that
photos taken during interviews are integrated into the affinity wherever appropriate.
Thegrouplabelsarewrittenin
story language
,fromthepointofviewoftheusertalking
directly to the team. This is our second principle of communication design. Humans are
storytellers. User data that is expressed as story can be read and understood intuitively.
The reader is hooked in emotionally as well as intellectually. This makes the communica-
tionmoredirect, immediate, andimpactful. Storiescreate avisceral experience makingthe
user's world real to the designers—and so more likely to stimulate design ideas.
Story language presented within a meaningful structure provides designers a
way in
to
the user data, our third principle of communication design. If designers have no way in,
they can't design for the data—they can't see the relevance. Part of communication design
is designing this way in. Others have addressed the same problem with games, competi-
tions, or cartoons to engage the design team. We prefer to build the design thinking stimu-
lus right into the model itself.
Figure4.3:
AsectionofAffinityafterithasbeenputonline,showinghowyellowstickynotesfromindividual
interviews group into blues and pinks revealing issues and themes. Note that the blues and pinks are written
in the voice of the user.
