Guides
191 guides to help you use methods properly
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Strategy
Feature Usage Analysis
Measuring how users adopt, engage with, and return to specific features to understand product value.
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Cohort Analysis
Grouping users by shared characteristics to understand retention, engagement, and behaviour over time.
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Retention Analysis
Measuring how many users return over time to understand stickiness, drop-off, and long-term value.
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Net Promoter Score (NPS)
Measuring loyalty and advocacy through a standard recommendation question tracked over time.
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Sentiment Analysis
Analysing large volumes of qualitative feedback to understand user perception, emotional tone, and recurring themes.
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Brand Perception Studies
Understanding how users perceive a brand through trust, emotion, positioning, and comparison to competitors.
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Job Mapping
Breaking down a job to be done into core stages so unmet needs, constraints, and innovation opportunities become clearer.
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Jobs To Be Done Interviews
Understanding why people choose, switch, or abandon products by exploring the motivations and forces behind real decisions.
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Goal Analysis
Defining what users are really trying to achieve so products can be shaped around intent, priorities, and real needs.
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Opportunity Mapping
Turning research and pain points into prioritised opportunities so teams can move from insight to action more clearly.
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Ecosystem Mapping
Visualising the wider system around a product or service so dependencies, relationships, risks, and opportunities become clearer.
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Stakeholder Mapping
Identifying and organising stakeholders so influence, priorities, relationships, and potential conflicts are clearer.
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Channel Analysis
Evaluating how channels perform and connect so cross-channel gaps, inconsistencies, and integration opportunities become clearer.
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Concierge Testing
Delivering a service manually to validate user value and demand before investing in automation or full product build.
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Fake Door Testing
Measuring real demand for unbuilt ideas by tracking interactions with realistic entry points before investing in development.
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Proto-Personas
Creating assumption-based early user profiles to guide design and prioritise what to validate through research.
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Behavioural Segmentation
Grouping users by observed behaviours to tailor experiences, prioritise improvements, and drive data-informed UX decisions.
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Jobs To Be Done (JTBD)
Identifying the functional, emotional, and social jobs users need done to guide product and UX decisions.
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Kano Analysis
Categorising features by satisfaction impact to prioritise must-haves, performance drivers, and delighters.
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Assumption Mapping
Mapping assumptions by certainty and impact to prioritise validation and reduce product and design risk.
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Assumption Testing
Testing high-risk assumptions with lightweight experiments to reduce uncertainty and guide product decisions with evidence.
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Feature Prioritisation
Ranking features by user value, business value, effort, and risk to focus roadmap delivery on highest-impact outcomes.
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RICE Scoring
Scoring initiatives by Reach, Impact, Confidence, and Effort to prioritise roadmap work transparently.
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MoSCoW Prioritisation
Categorising work into Must, Should, Could, and Won’t to align scope, trade-offs, and delivery priorities.
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Support Ticket Analysis
Analysing support requests to uncover recurring user pain points, prioritise fixes, and reduce product friction.
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Call Centre Analysis
Reviewing support calls and related interactions to identify recurring friction, root causes, and UX improvement opportunities.
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Sales Call Analysis
Analysing sales conversations to uncover user motivations, objections, and opportunities to improve conversion and UX.
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Review Mining
Analysing customer reviews to uncover recurring pain points, sentiment trends, and opportunities for UX and product improvement.
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Complaint Analysis
Examining complaints to identify recurring root causes, reduce frustration, and prioritise UX and product improvements.
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Social Listening
Monitoring online conversations to uncover sentiment, recurring pain points, and emerging opportunities for UX improvement.
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Five Why’s
Using repeated ‘why’ questioning to identify root causes behind recurring UX and product issues.
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Previous feedback
I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.
Will Parkhouse
Senior Content Designer