Cabela's Affinity Diagram
After collecting qualitative research across men's footwear categories, I organized customer language and behavior into 18 attribute columns covering everything from fit and weight to waterproofing, insulation, and intended use. Each column includes a summary of what customers said and what they needed. The diagram gave the product and merchandising teams a structured view of the decision criteria customers were actually using, not the ones the site was designed around.
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