Guides
Practical guides to research methods — when to use each method, step-by-step process, and AI prompts
How to run a Christensen JTBD interview: a practical guide with AI prompts
Discover jobs customers hire your product to do using Christensen's observation-plus-interview method. Step-by-step guide covering three job dimensions and non-consumption.
How to conduct a competitive analysis: a practical guide with AI prompts
Step-by-step guide to competitive analysis for UX and product teams. Evaluation framework, competitor review process, SWOT synthesis, and AI-assisted workflows.
How to conduct an expert review: a practical guide with AI prompts
Step-by-step guide to expert review for UX teams. Evaluation frameworks, severity rating, and AI-enhanced workflows for finding usability problems.
How to run a True Intent Study: a practical guide with AI prompts
Intercept live website visitors to measure task completion, visitor intent, and satisfaction. Step-by-step guide with survey templates and AI prompts.
How to run a cognitive walkthrough: a practical guide with AI prompts
A practical guide to cognitive walkthrough: the four questions, how to define personas, run the workshop, and find learnability problems before users do.
How to conduct content analysis: a practical guide with AI prompts
A practical guide to content analysis for UX and product teams: codebooks, coding workflow, AI tools, and the realistic limits of auto-coding.
How to conduct desk research: a practical guide for product and UX teams
A practical guide to desk research (secondary research) for UX and product teams — find credible sources, extract findings, synthesize, and use AI deep research.
How to run error analysis in UX research: a practical guide with AI prompts
A practical guide to error analysis: spot, categorize, and prioritize user failures from usability tests, support tickets, and logs. With AI prompts.
How to read heatmaps and click maps: a practical UX research guide
A practical guide to heatmaps and click maps — read click, scroll, and attention patterns, validate with session replay, and use AI predictive tools.
How to conduct heuristic evaluation: a practical guide with AI prompts
A practical guide to heuristic evaluation for UX and product teams: Nielsen's 10 heuristics, severity, AI tools, and the realistic limits of expert review.
How to use the Kano Model: classify features by satisfaction effect
A practical guide to the Kano Model — classify features as Must-be, Performance, Attractive, or Indifferent through paired functional/dysfunctional questions.
How to run a literature review for UX research: a practical guide with AI prompts
A practical guide to literature review for UX: focused questions, source screening, thematic synthesis, gap analysis, and AI tools that compress weeks into days.
How to run a MaxDiff study: prioritize features with best-worst scaling
A practical guide to MaxDiff (best-worst scaling) for prioritizing features, messages, and value props — survey design, scoring, and AI workflow.
How to run A/B tests: a practical guide with AI prompts
Learn how to design, run, and analyze A/B tests that produce reliable results, with step-by-step instructions, common mistakes to avoid, and AI prompts.
How to conduct accessibility testing: a practical guide with AI prompts
Learn how to conduct accessibility testing with WCAG audits, assistive technology review, and user testing by people with disabilities, plus AI prompts.
How to conduct a UX analytics review: a practical guide with AI prompts
Learn how to analyze product analytics and clickstream data to find drop-offs, measure feature adoption, and generate hypotheses for UX improvement.
How to run a UX benchmarking study: a practical guide with AI prompts
Learn how to plan, run, and analyze a UX benchmarking study with standardized metrics, sample size guidance, and AI prompts for faster analysis.
How to run cohort analysis: track retention and measure product improvement
A practical guide to cohort analysis — group users by signup date, track retention curves, compare behavioral segments, and measure product impact.
How to conduct a desirability study: a practical guide with AI prompts
Learn how to run a desirability study using Microsoft product reaction cards to measure users' emotional responses to your design, with step-by-step instructions and AI prompts.
How to run a first click test: a practical guide with AI prompts
Learn how to plan, run, and analyze first click tests to validate navigation and visual hierarchy, with step-by-step instructions and AI prompts.
How to run a funnel analysis: find drop-offs and fix conversion
A practical guide to funnel analysis — define steps, measure conversion, identify drop-offs by segment, and generate hypotheses for UX improvement.
NPS, CSAT, and SUS: how to choose and use standardized UX metrics
A practical guide to NPS, CSAT, SUS, and CES — when to use each metric, how to calculate scores, avoid common mistakes, and apply AI for faster analysis.
How to design a UX survey: a practical guide with AI prompts
Learn how to design, distribute, and analyze UX surveys with question design principles, pilot testing, and AI prompts for open-ended analysis.
How to run a tree test: a practical guide with AI prompts
Learn how to plan, run, and analyze tree tests to evaluate your navigation structure, with step-by-step instructions and AI prompts.
How to run a card sort: a practical guide with AI prompts
Learn how to conduct card sorting for information architecture — open, closed, and hybrid types. Step-by-step process, analysis tips, and AI-enhanced workflow.
How to run a concept test: a practical guide with AI prompts
Learn how to conduct concept testing to validate product ideas before development. Step-by-step process, stimulus fidelity, AI-enhanced workflow, and common mistakes.
How to conduct a contextual inquiry: a practical guide with AI prompts
Step-by-step guide to planning and conducting contextual inquiry sessions. Includes observation protocol, probing techniques, work models, and AI prompts for synthesis.
How to conduct a diary study: a practical guide with AI prompts
Learn how to run a diary study that captures real user behavior over time. Step-by-step process, tools, common mistakes, and AI-enhanced workflow.
How to conduct ethnographic research: a practical guide with AI prompts
A step-by-step guide to ethnography in UX research — planning field visits, observing users in context, analyzing field data, and turning observations into design decisions.
How to run a focus group: a practical guide with AI prompts
Learn when and how to run a focus group for UX research, with step-by-step instructions, moderator techniques, and AI-enhanced analysis workflow.
How to conduct in-depth interviews: a practical guide with AI prompts
Step-by-step guide to planning, conducting, and analyzing in-depth user interviews. Includes discussion guide template, screening criteria, recruitment tips, and AI prompts for synthesis.
How to create a customer journey map: a practical guide with AI prompts
Step-by-step guide to building research-based journey maps, with workshop facilitation tips, emotional curve mapping, and AI-assisted synthesis.
How to run a JTBD Canvas Workshop: a practical guide with AI prompts
Learn to run a JTBD Canvas Workshop — from framing the job and interviewing customers through synthesis and team activation.
How to conduct a JTBD Switch Interview: the Moesta method for understanding why people buy
A step-by-step guide to running Switch Interviews from the Jobs-As-Progress school — force diagrams, buying timelines, and job stories.
How to create a mental model map: a practical guide with AI prompts
Learn how to conduct mental model mapping — from listening sessions to gap analysis. Step-by-step process, AI-enhanced workflow, and beginner mistakes to avoid.
How to conduct Outcome-Driven Innovation (ODI): a practical guide with AI prompts
Learn how to run Outcome-Driven Innovation research — from job definition and outcome discovery through quantitative survey and opportunity scoring.
How to run participatory design workshops: a practical guide with AI prompts
Step-by-step guide to co-designing with users through participatory design workshops, with activity templates, facilitation techniques, and AI synthesis.
How to build user personas: a practical guide with AI prompts
Step-by-step guide to creating research-based user personas, with behavioral clustering, team workshops, and AI-assisted synthesis workflow.
How to create a service blueprint: a practical guide with AI prompts
Learn how to create a service blueprint that connects customer touchpoints with backstage operations, fail points, and improvement opportunities.
How to conduct stakeholder interviews: a practical UX guide with AI prompts
Step-by-step guide to planning and running stakeholder interviews — from mapping decision-makers to building alignment matrices and resolving conflicts.
How to run a moderated usability test: a practical guide with AI prompts
Learn how to conduct moderated usability testing — from writing task scenarios to analyzing findings. Step-by-step process, facilitation tips, and AI-enhanced workflow.
How to run an unmoderated usability test: a practical guide with AI prompts
Learn how to conduct unmoderated usability testing — from writing tasks to analyzing completion rates. Step-by-step process, tool setup, and AI-enhanced analysis.