A.E.I.O.U. Map

Are you experienced?

DISCOVER AND DEFINE THE RIGHT PROBLEM.

Purpose

Learn more about the problem, the user/customer, and their environment.

The A.E.I.O.U. framework was developed by Rick Robinson, Ilya Prokopoff, John Cain, and Julie Pokorny in 1991. In design thinking, A.E.I.O.U. is used in field observation and as a visualization technique for new insights. The aim is to obtain in-depth insights on potential users. It is mainly used in the “discover” and “define” phases and can also be an inspiration for new ideas.

Book Appointment

Stats

Session

Online

DURATION

60 minutes

Level of Difficulty

Moderate

Materials Needed

Pens, paper, Post-its

learning outcomes

Structure your observations

Facilitate the evaluation of many findings

Relate the user to their activity, environment or object

Capture lesser-known insights

Process Phase
works well with

Affinity Mapping

Customer Journey Map

Interviewing

Persona Grid

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