capstone

Case Study

MODE: Rideshare

Affinity & Empathy Maps

For this project, Affinity & Empathy Maps proved to be the most useful research tools. User interviews across multiple categories showed a broad variety of interconnected situations, resulting in an even wider variety of insights to organize. The most eye-opening things began to happen once I established affinity groups by feelings not just functions. Affinity mapping now allowed me to see unexpected parallels between multiple users, and to extract underlying subtleties in seemingly similar examples.

After reviewing written notes and audio/video recordings, some of the most valuable groupings included:

  • Feelings about relationships with company (inc. certifications, assurances, guarantees)

  • Feelings about location

  • Feelings about safety: harm / interpersonal general

  • Feelings about social awkwardness / compatibility

  • Feelings of stress relief, awareness, “hands” off, at peace

  • Feelings about female experience (especially regarding safety)

After de-constructing the interviews into granular associations, empathy maps allowed me to re-synthesize details. Now I saw new, unified models of user feelings about many dimensions of the experience.

The integrative perspective of empathy maps allowed me to appreciate the highly complex psychological environment of a shared ride, and set the foundations for creating personas that would guide my next designs.

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Personas

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