Affinity Diagram

Why
to collaboratively organise research data into meaningful clusters or themes to identify patterns and insights.

• 4 tennis clubs

• 76 post it notes 

• 15 sub groups

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Key Insights

The affinity diagram revealed that pain points were experienced by user with navigation when trying pay for coaching, book a court and paying for membership.

Customer Journey Mapping

Why
To visually illustrate the end-to-end experience of users as they interact with tennis club websites.
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• 4 tennis clubs

• court booking process
• membership registration process​
• coaching payments process
   

Key Insights

The Customer Journey Map showed that the users experience is at its lowest ebb at the beginning and and toward the end as they navigate through the seats and luggage selection part of the process.