Affinity Diagram Template

What this template is for

An affinity diagram (also called a KJ diagram or affinity map) helps you make sense of large amounts of qualitative data by grouping related observations, ideas, or research notes into labeled clusters. Instead of staring at a wall of sticky notes, you end up with a structured view of what your research is actually saying. This template gives you four color-coded column containers — each a movable group — with pre-filled example research insights. Use it after user interviews, retrospectives, brainstorms, or any session that generates more raw data than you can reason about at once.

When to use this template

• Synthesize user interview notes by grouping similar pain points, behaviors, and needs into named themes.
• Run a retrospective: collect team feedback on what went well, what didn't, and what to try — then cluster the sticky notes into themes.
• Turn a brainstorm output into an organized idea map before deciding which directions to pursue.
• Consolidate survey open-ended responses by grouping similar answers into insight categories.
• Align a cross-functional team on the key themes from a discovery sprint before moving to ideation.

How to use it

1. 1Collect all your raw data first — interview notes, survey responses, feedback, observations — without trying to organize it yet.
2. 2Write each discrete observation, quote, or idea on a separate sticky note (one insight per card).
3. 3Sort related cards into clusters by dragging them together — don't pre-define categories, let the groups emerge.
4. 4Once the clusters stabilize, name each group with a short label that captures what the cards share.
5. 5Review the clusters with your team — a good affinity diagram surfaces disagreements about what belongs together, which is valuable signal.
6. 6Use the labeled clusters as input for the next step: design principles, HMW questions, or a product backlog.

Quick example

How it compares to similar tools

Common mistakes to avoid

• Writing themes before grouping the data

  This imposes the facilitator's bias onto the output. Let the clusters emerge from the stickies; name them after you see the patterns, not before you start grouping.

• Making groups too big

  If you cannot summarize a cluster in a single phrase, it contains multiple themes and needs to be split further. Each cluster should represent one clear idea.

Frequently asked questions