Analytics

  • Research Methods
  • Unmoderated
  • Remote
  • Quantitative

Analytics is a core quantitative tool that informs other UX research methods. Specifically UX or Experience Analytics. UX Analytics measures user activity with a focus on analyzing the user journey over marketing focused metrics.

Authority Bias

  • Behavior
  • Cognitive Bias
  • Social Bias

Authority Bias is the tendency to give greater value to the opinion of an authority figure regardless of the actual value of the content and be more influenced by their opinion.

Automation Bias

  • Behavior
  • Cognitive Bias

Automation Bias is the tendency to depend too much on automated systems and data and ignoring correct (non-automated) decisions.

Confirmation Bias

  • Behavior
  • Cognitive Bias

Confirmation Bias is the tendency of the researcher to focus on, remember, and use information that confirms a preconceived belief.

Conservatism Bias

  • Behavior
  • Cognitive Bias
  • Anchoring Bias

Conservatism Bias is when you do not sufficiently change your belief when presented with new evidence contrary to that belief.

Declinism

  • Behavior
  • Cognitive Bias

Declinism is the “Rosy Retrospection” bias. We are biased towards viewing the past positively and the future negatively, regardless whether the past is factually better.

Decoy Effect

  • Behavior
  • Cognitive Bias

The Decoy Effect causes a customer to change their preference between two options (A & B) when an asymmetric third option (C) is offered. The third option (C) is inferior in all aspects to A but only some to B and better than other aspects in B.

Diary Studies

  • Research Methods
  • Unmoderated
  • Remote
  • Qualitative

A Diary Study is a qualitative research method where research participants track their own use, behaviors, and perspectives with a system in a log. Study participants self-report using either a paper or digital log over time.

Experimenter’s Bias

  • Behavior
  • Cognitive Bias

Also referred to as Expectation Bias or Observer-Expectancy Effect.

A subset of Confirmation Bias, Expectation Bias is the tendency for a researcher to mainly use data that matches their expectations for the project and to disregard data that conflicts with their expectations.

Framing Effect

  • Behavior
  • Cognitive Bias

Framing Effect biases you towards drawing different conclusions from the same information based on how that information is presented. Specifically if the information is presented positively or negatively.

Functional Fixedness

  • Behavior
  • Cognitive Bias
  • Anchoring Bias

Functional Fixedness is another type of anchoring bias, it limits a person to only using a tool in a way it is traditionally used.

Irrational Escalation

  • Behavior
  • Cognitive Bias

Also commonly called Sunk Cost Fallacy by economists. Sunk Cost Fallacy is a logical fallacy when people rationalize increased investment in a decision, based on the amount of prior investment, even if there’s evidence that the decision was wrong.

Journey Mapping

  • Research Methods

A user journey map is a diagram showing the visible and invisible steps a user goes through when trying to accomplish a goal with a specific service.

Observer-Expectancy Effect

  • Behavior
  • Cognitive Bias
  • Researcher Bias

When a researcher expects a specific outcome, and then subconsciously manipulates the research to get that outcome.

Persona

  • Research Methods
  • Qualitative
  • Reporting UX

A Persona is a general representation of one type of user or target user for a system. They should contain relevant characteristics, tasks they need to perform, and goals or needs they are trying to meet. Personas help keep the design and development process user-centered by

Plan Continuation Bias

  • Behavior
  • Cognitive Bias
  • Logical Fallacy

Plan Continuation Bias is a logical fallacy where you fail to recognize that a plan is no longer appropriate for a changing situation

Salience Bias

  • Behavior
  • Cognitive Bias

Salience Bias is the tendency to focus on more prominent or emotionally impactful items and ignore less striking items.

Scope Insensitivity

  • Behavior
  • Cognitive Bias

Scope Neglect is the failure to value a problem proportionally to the size of the problem.

System Justification

  • Behavior
  • Cognitive Bias

System Justification is the tendency to support and reinforce the status quo even at the expense of individual or collective benefit.

Usability Testing

  • Research Methods
  • Moderated
  • Unmoderated
  • Remote
  • Qualitative

Usability testing is a key method and one of the most important tools in UX. Usability testing evaluates a product, service, or tool with people that are representative of real users. Usability test facilitators directly observe people using a system to complete tasks.

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