In the FoodDash Insights Project, I analyzed qualitative interviews from food delivery app users by first creating an empathy map in Canva, meticulously documenting the does (actions like browsing menus), thinks (considerations such as delivery speed), feels (frustrations with delays), and says (verbalized preferences) quadrants to deeply understand their holistic experience. Building on this, I used FigJam for affinity mapping—generating digital stickies from raw notes, grouping similar ideas through iterative clustering, and surfacing emergent patterns like recurring complaints about personalization and order tracking. These insights culminated in a refined user persona profile, enabling targeted recommendations for app features that address core pain points and boost user satisfaction.