Katie Freidhof
UX/UI Designer

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Katie Freidhof

UXUI Designer


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2023 @katiefreidhof.com 
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A/B Testing
What is it? An experiment where two versions, A and B, of a design are shown to different users and then statistically compared via analytics.

Why use it? To determine which version performs better, A or B.

When in the product cycle? Toward the end of the development cycle, to determine which of the options is most likely to have the greatest success. It can be used independently, or as a series of tests over time, to inform development/design decisions.

How? A and B are tested randomly with online users. 

Variations? When there are more than two versions to be tested, it is called a “multivariate test” rather than an A/B test.
Affinity Mapping Category: Process
What is it? Affinity Mapping is a method of analyzing the relationship between ideas or data points, in order to help make sense of data. This process is commonly done with stakeholders who bring different perspectives to the exercise but can also be done individually. It can take place in-person, using post-it notes on a wall, or digitally, using one of the many tools available.

When is it best used? Affinity Mapping’s purpose is to find patterns and themes within the data. It commonly takes place in brainstorming and strategic planning sessions, ideation workshops, and / or when analyzing and synthesizing data from a qualitative research study.

How? First, all of the ideas or data points are synthesized into simple, separate, post-it notes. Then they are displayed so they can all be seen in one view, evaluated equally, and assessed for their relationship to other snippets.

The snippets are then moved into clusters of themes or categories based on the mapping objectives. They can be organized by  journeys, spectrums, similarities, differences, priorities, etc. or according to their affinity with other snippets. Each cluster is named for easy reference.

“Affinity Mapping helped our team identify the relationship between common motivations and pain points from our research study.”

Related Terms: Clustering
Card Sort Category:  Data Gathering, IA
What is it?  A method of either prioritizing level of importance/relevance/frequency (e.g. features of a product), or of sorting topics into categories that make sense (e.g. for information architecture.) Also used to explore perceptions and associations with a set of topics. This can be done using actual cards, pieces of paper, or online card sorting software.

There are 3 types of card sorts: 

  • A “closed card sort” is when topic names are provided for the participants

  • An “open card sort.” is when participants come up with their own topic names

  • A “hybrid card sort” is when a portion of topic naming conventions are provided, and a portion are not, or we allow participants to choose whether to add new categories or topic names

When is it best used?
There are multiple uses for a card sorting exercise. When exploring how users organize and categorize their thinking in order to generate understanding to optimize how to structure information (within a product, service, website, cookbook, you name it), or to prioritize the importance/relevance of features and benefits, or to help users express their preferences or level of familiarity given a set of choices provided.

What does it entail?
Providing participants items or topics (words, phrases, images, icons, packaging, logos, etc) to sort against various criteria. (Sometimes criteria are provided as a framework to sort against and other times the sorting criteria are left open to be determined by the respondent(s). Sometimes, a starter list of topics are provided and then others are generated through discussion, by the participants.  

Use in a sentence: “The card sort helped our team identify the important categories of information to include in the primary and secondary navigation for our website redesign.”
Customer Journey Category: Data Gathering
Customer journey maps are designed to get the customer from A to B as smoothly as possible.

A customer journey is the start-to-finish interaction customers have with your brand before reaching a specific goal.

Creating a compelling journey helps you stand out and shows customers that you care about their experience. An enjoyable customer journey promotes positive engagement, making for more satisfied customers that are more likely to return for repeat purchases.

A study from Forbes found that positive interactions lead customers to spend as much as 140% more.

Steps to creating a customer journey map involve:

  • Building personas
  • Defining touchpoints
  • Aligning goals against each touchpoint
  • Deciding where these goals are and are not being met
  • Prioritizing changes

Use in a sentence:
“Creating a Customer Journey Map (current state) highlighted existing pain points and helped us to implement incremental changes to improve customer experience..”

“Creating a Customer Journey Map (future state) conveyed a picture of how customers will respond to our new service/product and helped us to shape that experience”

“Creating a Customer Journey Map (Day in the life of) visualised present-day customer behaviors, thoughts and feelings and helped propel new initiatives by examining unfulfilled needs in the market.”
Category: Data Gathering
Personas help define customer goals, providing a deeper understanding of their needs and topics of interest.

Demographics tell you who your customers are and psychographics provide insights into the why behind their behavior.

Steps to creating a customer journey map involve:

  • Create a rough outline of your buyer’s persona with demographics like age, gender, occupation, education, income and geography. 
  • When you have that in place, you’ll need to get psychographic data on your customers. 

Use in a sentence:
“Creating a Customer Journey Map (current state) highlighted existing pain points and helped us to implement incremental changes to improve customer experience..”