Thematic analysis

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1. Understand

On the first we stay in the problem space, challenging our understanding of the problem.This is some text inside of a div block.

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2. Ideate

On the second day we gather inspiration, ideate and sketch solutions together.

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3. Prototype

On the third day we turn the most voted sketches into a prototype and prepare to meet the users.

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4. Test

On the fourth and final day we test the prototype with users and round off the sprint together.

How it works

Thematic analysis is a systematic method of breaking down and organising data from qualitative research by grouping similar findings and providing them with appropriate names with the goal of identifying themes.

Understand

Define

1-2 hours

Product Manager and/or Product Owner, Business Analyst, UX Designer, Developer, Quality assurer

Before

1. Summarise research findings. After conducting research, e.g. through user interviews or usability testing, go through the findings together with the team and ask each team member to note down their top 5 findings.

2. Prepare for documentation. Prepare an easily accessible place to document the analysis, e.g. a Mural board.

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During

3. Go through top 5 findings. Ask each team member to read their top 5 findings out loud one by one and add them to e.g. a Mural board or a wall where all team members can see them.

4. Group similar findings. As each team member presents, ask the others to put similar notes next to the one being presented. This will help save time on grouping.

5. Name the groups. Once all notes are grouped, give them short, descriptive names that focus on the desired outcome. Sometimes there are multiple solutions to reach an outcome. Focusing on the outcome helps us stay open to different solutions.

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After

6. Prioritise the groups, e.g. by running a Prioritisation Canvas workshop. This will help the team understand how the different themes compare in value creation and complexity. We recommend starting with the least complex theme.

7. Ideate on solutions together. Depending on the complexity of the theme and what activity the findings come from, this could be done through a Design Sprint or through a combination of a Design Studio and Usability testing.

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Tips

If findings are from different user groups, colour code them. This way you will both be able to identify the themes that matter to your users and which of those themes matter most to your different user groups.
Save yourself time on documentation by using a digital tool, e.g. Mural, even if you run the workshop on-site. That way you can have lively discussions while still documenting everything in an accessible way right away.

Learn more

How to analyse qualitative data from UX Research: Thematic analysis - Nielsen Norman Group (article)
Thematic analysis of qualitative user research data - Nielsen Norman Group (video)

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Before

1. Summarise research findings. After conducting research, e.g. through user interviews or usability testing, go through the findings together with the team and ask each team member to note down their top 5 findings.

2. Prepare for documentation. Prepare an easily accessible place to document the analysis, e.g. a Mural board.

‍

During

3. Go through top 5 findings. Ask each team member to read their top 5 findings out loud one by one and add them to e.g. a Mural board or a wall where all team members can see them.

4. Group similar findings. As each team member presents, ask the others to put similar notes next to the one being presented. This will help save time on grouping.

5. Name the groups. Once all notes are grouped, give them short, descriptive names that focus on the desired outcome. Sometimes there are multiple solutions to reach an outcome. Focusing on the outcome helps us stay open to different solutions.

‍

After

6. Prioritise the groups, e.g. by running a Prioritisation Canvas workshop. This will help the team understand how the different themes compare in value creation and complexity. We recommend starting with the least complex theme.

7. Ideate on solutions together. Depending on the complexity of the theme and what activity the findings come from, this could be done through a Design Sprint or through a combination of a Design Studio and Usability testing.

‍

Tips

If findings are from different user groups, colour code them. This way you will both be able to identify the themes that matter to your users and which of those themes matter most to your different user groups.
Save yourself time on documentation by using a digital tool, e.g. Mural, even if you run the workshop on-site. That way you can have lively discussions while still documenting everything in an accessible way right away.

Learn more

How to analyse qualitative data from UX Research: Thematic analysis - Nielsen Norman Group (article)
Thematic analysis of qualitative user research data - Nielsen Norman Group (video)

Templates

Ultimately, the choice of design tool depends on the specific needs of the designer and the project at hand. Each tool has its strengths and weaknesses, and designers must consider factors such as cost, ease of use, and collaboration features when selecting the best tool for their needs.

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Tool recommendations

Below you will find some tool recommendations, but please note that you are free to choose whatever tool you prefer. For some tools we have group wide licenses, in which case access can be requested via licenses@visma.com. Remember that you always need cost approval from your immediate manager.