Choose methods that fit the evidence you need.
1. What do we need to learn?2. Who or what can provide the evidence?3. Which method fits that evidence best?
Reference families used in this guide
User Interviews
Use when you need to understand user goals, motivations, pain points, expectations, workarounds, and decision making.
QualitativeEarly discoveryNeeds and motivations
View methodFocus Group Discussions
Use selectively when you need to explore perception, language, reactions, or shared expectations across a relevant user group.
Group discussionPerceptionSelective use
View methodField Observation and Contextual Inquiry
Use when you need to see what users actually do in their real context.
ContextReal behaviorOperational reality
View methodStakeholder and Expert Interviews
Use when you need business rules, constraints, policy context, risks, or domain knowledge.
Business contextPolicyConstraints
View methodSurveys
Use when you need broad input from many users and already know what questions to ask.
ScaleQuantitativeValidation
View methodUsability Testing
Use when you need to know whether users can complete key tasks using a design, prototype, or product.
Task completionBehaviorValidation
View methodPrototype and Concept Testing
Use when you need to test an idea, flow, dashboard, admin journey, or risky assumption before full development.
ConceptsRisk reductionFlow validation
View methodDesign Sprint
Use when a cross-functional team needs to quickly align, prototype, and validate a risky product idea.
FacilitatedCross-functionalRapid validation
View methodJourney Mapping
Use when you need to understand an end-to-end experience across stages, channels, touchpoints, pain points, and emotions.
Experience mapCross-channelSynthesis
View methodCard Sorting
Use when you need to understand how users group information, features, labels, or categories.
IALabelsMental model
View methodTree Testing
Use when you need to test whether users can find items in a proposed navigation structure.
NavigationFindabilityIA validation
View methodHeuristic Evaluation
Use when experts need to quickly review an interface against usability principles.
Expert reviewUsability principlesFast review
View methodAnalytics and Funnel Analysis
Use when you need to understand behavior at scale, drop-offs, retention, feature usage, or conversion.
Behavioral evidenceFunnelsMetrics
View methodSupport Ticket, Complaint, and App Review Analysis
Use when a live product already has complaints, tickets, app reviews, or call center feedback.
Support evidenceComplaintsLive product
View methodA/B Testing and Controlled Experiments
Use when a live product has enough traffic and the team needs to compare two alternatives using measurable outcomes.
Controlled comparisonLive trafficOptimization
View methodPlanning, question, and output helpers
Open these when the team needs planning support, not before.
Source families used in the guide
Method-specific chips point back here so the page stays readable instead of turning into a long bibliography.