Affinity Diagram

An Affinity Diagram is a visual method for organizing large amounts of data, ideas, or insights into natural groupings based on relationships or similarities. It helps UX researchers and designers make sense of complex information by revealing patterns and themes that might otherwise remain hidden.

What is an Affinity Diagram?

An affinity diagram (sometimes called an affinity mapping exercise) serves as a powerful tool in the UX research toolkit for converting chaotic information into structured insights. The process involves collecting individual data points—often written on sticky notes—and arranging them into logical groups based on their natural relationships rather than predefined categories.

This method was originally developed by Japanese anthropologist Jiro Kawakita in the 1960s (sometimes called the KJ Method), but has evolved into a fundamental technique for UX professionals seeking to:

• Organize findings from user research sessions
• Make sense of qualitative data
• Identify patterns across multiple user interviews
• Transform raw observations into actionable insights
• Build consensus among team members about user needs

Why Affinity Diagrams Matter in UX Research

Affinity diagrams solve a critical challenge in UX research: information overload. When conducting user interviews, usability tests, or field studies, you quickly accumulate hundreds of observations, quotes, behaviors, and pain points. Without a structured approach to organization, valuable insights remain buried in this data.

Here's why affinity diagrams have become essential:

• They reveal hidden patterns by allowing relationships to emerge naturally from the data
• They democratize analysis by making it a collaborative process where team members contribute equally
• They create a shared understanding of user needs across multidisciplinary teams
• They transform abstract concepts into tangible groupings that can inform design decisions
• They help prioritize issues by visualizing the frequency and importance of different themes

How to Create an Affinity Diagram

Creating an effective affinity diagram involves several key steps:

1. Gather your data: Collect observations, quotes, problems, or ideas from your research. Each discrete point should be captured on an individual sticky note (physical or digital).

2. Write clear, atomic notes: Each note should contain one specific observation or insight. Avoid vague statements or multiple ideas on a single note.

3. Sort without prejudging: Place notes on a wall or digital canvas and begin grouping similar items. Let the categories emerge organically rather than defining them in advance.

4. Label your groups: Once natural clusters form, create header cards that capture the essence of each group.

5. Identify relationships: Look for connections between groups and consider arranging them spatially to show these relationships.

6. Prioritize and act: Use the diagram to identify the most important themes to address in your design.

✅ Example: During user interviews for a fitness app, you collect notes like "Frustrated when workout history disappears," "Can't find previous running routes," and "Wishes they could see progress over time." These might naturally group under a theme of "History and Progress Tracking Issues."

Best Practices for Affinity Diagrams

To get the most from your affinity mapping exercises:

• Include diverse perspectives in the sorting process to avoid bias
• Use verb-noun format for notes (e.g., "Struggles with password reset" rather than just "Passwords")
• Keep notes specific but not too detailed (5-10 words is often ideal)
• Allow time for discussion as themes emerge
• Take photos of physical boards or save digital versions at different stages
• Revisit and refine as new information becomes available
• Use color-coding to add additional dimensions (like user segments or problem severity)

✅ Tip: For remote teams, tools like Miro, Mural, or FigJam offer digital sticky notes and collaborative workspaces that recreate the physical affinity mapping experience.

Common Affinity Diagram Mistakes

Even experienced UX researchers can fall into these traps:

❌ Predetermining categories instead of letting them emerge from the data ❌ Including too much information on each sticky note ❌ Working alone rather than leveraging team insights ❌ Rushing the process and missing important connections ❌ Failing to document the reasoning behind groupings ❌ Not acting on the insights revealed by the exercise

Connection to Card Sorting

Affinity diagrams and card sorting are complementary UX research methods that often work hand-in-hand:

• Affinity diagrams help researchers organize their observations about users
• Card sorting helps users organize information in ways that make sense to them

After creating an affinity diagram to understand user needs, you might use card sorting to validate your proposed information architecture. For example, if your affinity diagram reveals that users care deeply about tracking workout history, you could use card sorting to determine where this feature should live in your navigation structure.

Alternatively, you might analyze open card sort results using affinity diagram techniques—grouping similar sorting patterns to identify natural information categories that align with user mental models.

From Chaos to Clarity

Affinity diagrams transform the chaos of raw research data into clear, actionable insights. By allowing patterns to emerge naturally from your observations, you can ensure your design decisions address real user needs rather than assumptions.

Ready to organize your UX research findings? Consider using an affinity diagram for your next project, and when you're ready to validate your information architecture, try a free card sort to ensure your design aligns with user expectations.