Analytics
Path analysis
A user path (also known as ‘user flow’) is a visual representation of what happens when people use your website or app. Often used to find areas where users bounce/drop from the app/website
Sentiment analysis
A Sentiment Score Chart is an approach to quantify and visualize qualitative data. It provides a means to understand the emotions users shared during qualitative feedback sessions, or open-ended responses on a survey. Segmenting feedbackin a histogram helps team members more easily identify the positive and negative portions of their product.
Source: Landon LaPorte, “How to Build a Useful Sentiment Score Chart”
Heatmaps
A heat map is a data visualization that shows how website users click, scroll, and move on the page. The ‘heat’ part of the name comes from the color scale: red depicts popular (hot) areas of the page, and blue less popular (cold) areas.
Source: hotjar, “Using heat maps to improve your website’s UX: 5 ways to get started”
Eye tracking
Eye tracking is a technology that measures eye movements and makes it possible to know where a person is looking, what they are looking at, and for how long their gaze is in a particular spot.
Source: Nick Babich, “Eye Tracking and Usability: How Does it Work?”
A/B testing
A technique of showing two or more variants of a design to users at random to find out which one performs bettert
Source: Oliver Lindberg, “6 Essential Tips for Effective A/B Testing”
Search-log analysis
Your website’s search engine can tell you what your web visitors want, how they look for it, and how well your content strategy meets their needs.
Source: Scarlett Payne, “The Complete Guide to UX Research Methods”