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As part of the IKEA Loyalty Membership Program project, we hold 2 workshops with 10 participants in total. We synthesized this data alongside findings from desk research to identify patterns, inform design decisions, and ensure our concepts were rooted in both user input and contextual understanding.
Diana Vleju, Samira Aliverdipour, Yichun Lin, Rio Suzuki
Our workshops included two rounds with 4 and 6 participants, lasting one hour and two hours respectively. They generated a large volume of diverse data type:
I led the analysis by organizing this complexity into patterns using affinity mapping and uncovered key themes that informed our design direction.
I initiated the creation of a research wall to visually present key insights to my teammates step by step. It included early versions of personas and highlighted emerging themes to support shared understanding and collaborative decision-making.
Led by Yu, we gathered insights through desk research. I reflected on the workshop findings and contributed to identifying key opportunity areas by combining both sources of insight in collaboration with the team.
When overwhelmed by information, it is easy to overlook the bigger picture. I reminded myself and the team to pause, reflect, and question whether we were truly addressing the right problem.
During the metaphor card activity, we missed recording which specific cards each participant selected. A simple photo would have helped preserve this important context. In future sessions, I would plan ahead to ensure all data points are clearly documented, especially for visual and interactive methods.
We used the first round of the workshop with classmates, who were also part of our target group, as a pilot test. It was immensely helpful in refining the format and improving the second round.