The evidence-based UX design guide

Good UX design requires knowing what your users are doing and thinking. You need to make decisions based on evidence not guesswork.

This guide explains 24 methods to gather evidence and ranks them by how often to use them in your design process. Particularly for those of you designing at startups or on a budget.

Coming soon, the brand new video course, teaching you how to become an evidence-based designer. Register today and get a massive pre-launch discount.

Use these methods often

Design Testing

Get to grips with quick tests you can do to get early feedback on your designs.

Learn more | Last updated on 25 April 2017

Remote User Testing

A rundown of three ways you can do great user testing when your users are remote from you.

Learn more | Last updated on 7 May 2017

Page Data

How to learn from website analytics data such as page views, bounce rate, and average time on page.

Learn more | Last updated on 25 March 2017

Conversion Funnels

Understand how many users are reaching your website goals and where the rest are dropping off.

Learn more | Last updated on 25 March 2017

Guerrilla User Testing

The tricks to doing quick user tests on the fly to improve your prototypes.

Learn more | Last updated on 25 March 2017

Use these methods sometimes

Field Research

Sometimes you need to get out there and see how your users behave in the wild.

Learn more | Last updated on 7 May 2017

Analytics Dashboards

Build your own dashboard to track important metrics and get an early warning when things go wrong.

Learn more | Last updated on 9 May 2017

User Feedback

How to gather and assess irregular customer feedback from email and phone calls.

Learn more | Last updated on 9 March 2017

Customer Interviews

Speaking to customers is a great way to properly understand their behaviours and motives.

Learn more | Last updated on 25 March 2017

Surveys

How to write surveys that will help you understand your audience (and don't just produce meaningless stats).

Learn more | Last updated on 25 March 2017

Visitor Recordings

See exactly how real users engage with your website – including where they dwell on the page and where they click.

Learn more | Last updated on 25 March 2017

A/B Tests

What to think about when using split tests in your UX design process and the challenges they bring.

Learn more | Last updated on 25 March 2017

Live Chat Transcripts

Tips and advice for using live chat on your website and how to analyse the results to understand what users want.

Learn more | Last updated on 25 March 2017

Mouse Heatmaps

What you can learn by looking at mouse movement, scroll/swipe, and click/tap heatmaps.

Learn more | Last updated on 25 March 2017

Client or Stakeholder Knowledge

Your clients or stakeholders often have great knowledge about their audience, and are a useful resource to tap into.

Learn more | Last updated on 25 March 2017

Audience Data

Use this data to build a picture of who your users are and where they're visiting from.

Learn more | Last updated on 25 March 2017

Competitor Analysis

How to get design inspiration from your competitors (without just ripping off one of them).

Learn more | Last updated on 6 March 2017

Use these methods rarely

Focus Groups

Learn about this classic method for getting customer feedback, and the pitfalls to avoid.

Learn more | Last updated on 11 April 2017

Social Media

Learn how activity on social channels can provide genuine user feedback (and avoid empty vanity metrics).

Learn more | Last updated on 25 March 2017

Personas

How to approach and interpret this classic summary of who your users are.

Learn more | Last updated on 25 March 2017

Articles & Blogs

Here's what to consider when following advice from other company's blogs and articles.

Learn more | Last updated on 13 March 2017

Friends & Family Opinions

Not something you may think of as a piece of evidence but certainly something that will influence you. Learn how to incorporate this feedback.

Learn more | Last updated on 6 March 2017

Expert Audits

What you should know about hiring SEO, CRO, and UX experts to help improve your product.

Learn more | Last updated on 9 May 2017

Net Promoter Score

This is a classic method for understanding user sentiment, here's what you need to know to incoporate it in your design research.

Learn more | Last updated on 1 March 2017

Learn how to make smart design decisions, based on evidence

The brand new video course, teaching you how to become an evidence-based designer will be out in November 2017. Register today and get a massive pre-launch discount.

Suggestions?

Got something you want to add or think there's something that should change? This is an constantly-evolving project so give me an email on [email protected] and I can incorporate your feedback.