User Interviews
Use when you need to understand user goals, motivations, pain points, expectations, workarounds, and decision making.
QualitativeEarly discoveryNeeds and motivations
Read method15 methods shownEach method opens as a dedicated reading page.
Focus Group Discussions
Use selectively when you need to explore perception, language, reactions, or shared expectations across a relevant user group.
Group discussionPerceptionSelective use
Read methodField Observation and Contextual Inquiry
Use when you need to see what users actually do in their real context.
ContextReal behaviorOperational reality
Read methodStakeholder and Expert Interviews
Use when you need business rules, constraints, policy context, risks, or domain knowledge.
Business contextPolicyConstraints
Read methodSurveys
Use when you need broad input from many users and already know what questions to ask.
ScaleQuantitativeValidation
Read methodUsability Testing
Use when you need to know whether users can complete key tasks using a design, prototype, or product.
Task completionBehaviorValidation
Read 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
Read methodDesign Sprint
Use when a cross-functional team needs to quickly align, prototype, and validate a risky product idea.
FacilitatedCross-functionalRapid validation
Read methodJourney Mapping
Use when you need to understand an end-to-end experience across stages, channels, touchpoints, pain points, and emotions.
Experience mapCross-channelSynthesis
Read methodCard Sorting
Use when you need to understand how users group information, features, labels, or categories.
IALabelsMental model
Read methodTree Testing
Use when you need to test whether users can find items in a proposed navigation structure.
NavigationFindabilityIA validation
Read methodHeuristic Evaluation
Use when experts need to quickly review an interface against usability principles.
Expert reviewUsability principlesFast review
Read methodAnalytics and Funnel Analysis
Use when you need to understand behavior at scale, drop-offs, retention, feature usage, or conversion.
Behavioral evidenceFunnelsMetrics
Read 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
Read 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
Read methodPlanning, question, and output helpers
Open these when the team needs planning support, not before.