Observational Methods

Behavioral Mapping

Behavioral Mapping gives teams a repeatable quantitative research practice. It keeps everyone aligned around problem discovery by helping you observe and map user activities in a given space in order to reveal its utilization over time. Grounded in observational methods, the method turns insight into tangible next steps.

Goal

Problem Discovery

Group

Quantitative Research

Users

Direct User Involvement

Overview

Behavioral Mapping observes and records physical movement and interactions within a specific environment. This method is powerful in understanding how people navigate spaces like stores, offices, or websites. By tracking movements and interactions, it reveals how users interact with their environment, what paths they take, and where they might experience confusion. Behavioral Mapping is key in optimizing the layout or design of a space, enhancing usability, and improving the overall user experience.

Step-by-Step Procedure

8 steps to complete

Define research goals

Before conducting behavioral mapping, determine the research goals, identify the intended audience, and recognize the behaviors to be investigated. Consider the environmental factors and context, such as navigational patterns, social interactions, and usage patterns, which will impact the participant's experience.

Select the location and setting

Choose the location where the behavioral mapping will be conducted. This could be a physical space, such as a retail store or office, or a digital space, such as an application or website. Consider the context and the relationship between the environment and the user behaviors being observed.

Design the observation tool

Create an observation tool (e.g., a template or a coding scheme) to record the user behaviors. This tool should include relevant categories or codes, which represent the specific behaviors to be tracked. Also, consider incorporating spatial/geographical elements to visualize the behavior patterns in the physical space.

Recruit participants

Identify and recruit participants who represent your target audience with a diverse range of experiences, backgrounds, and needs. Obtain their consent to participate in the research, and clarify any ethical concerns, such as privacy and confidentiality.

Conduct observations

Observe and record the behaviors of the participants in the chosen environment. Use the predetermined categories or codes on the observation tool to systematically document the occurrences, timings, and spatial information of the observed behaviors. Recommendations are to conduct observations at different times and under varying conditions to ensure a comprehensive representation of the user behaviors.

Analyze data and identify patterns

Organize and analyze the collected data to identify patterns and trends in the user behaviors. Utilize qualitative and quantitative analysis methods, like descriptive statistics or thematic analysis, to discern findings which can inform design improvements in the environment or user experience.

Present findings

Communicate the findings from the behavioral mapping study to your team, stakeholders, or clients. Employ visualizations, such as heat maps, graphs or charts, to illustrate the insights and patterns. Link these findings to specific design recommendations, and discuss potential implications for enhancing the user experience.

Iterate and refine

Use the insights gathered from the behavioral mapping study to iteratively refine the design or interface of the product or environment. Implement changes based on the findings, and consider conducting follow-up observations to evaluate the improvements and to identify any new opportunities for optimization.

Method Complete

Real-World Examples

See how this method is applied in practice

Groupon Deal Discovery and Purchase Journey

Mapping the end-to-end customer journey from first hearing about Groupon to becoming a repeat buyer. The map covered key touchpoints including deal discovery via search or email, browsing and comparison, purchase decision, deal redemption at merchant location, and post-experience satisfaction. Pain points identified included confusion during booking date selection and anxiety about merchant acceptance of Groupon vouchers.

Local Merchant Onboarding Journey

Journey map documenting the merchant experience from first contact with Groupon sales through launching their first deal. The map included stages of learning about Groupon, sales consultation, deal creation in Campaign Manager, deal approval, deal going live, and first customer redemptions. Key insights revealed merchants felt uncertain about deal profitability and needed more guidance on setting capacity limits and deal terms.

Prerequisites

Time

1 day or more.

Tools

Camera (video/photo) or tracking technologies (GPS, RFID, WLAN), a schematic map of the space to be observed.

Suitable For

Identifying frequently used or underutilized areas within a specific environment
Providing a comprehensive visualization of user movement, interactions, and activities
Analyzing patterns of user behavior to inform design updates, space allocations, and accessibility improvements
Optimizing retail layouts, wayfinding systems, and exhibition spaces based on actual traffic flow
Identifying bottlenecks and congestion points that create friction in physical experiences
Understanding how users navigate digital interfaces through click-path and scroll analysis
Evaluating the effectiveness of signage, displays, and calls-to-action placement
Supporting evidence-based space planning decisions with quantitative behavioral data

Tips

1
Begin by testing the method on a small scale, or even without technology, to detect potential errors and fine-tune your observations before scaling up to a larger project.
2
Consider combining elements of behavioral mapping with complementary research methods such as diary studies, user interviews, or shadowing to gain richer insights.
3
The validity of your behavioral mapping study increases with the amount of data collected. Aim for longer observation periods and include a large sample of participants for more accurate results.
4
Use consistent timestamps and location markers to enable accurate cross-session comparisons.
5
Create baseline maps during low-activity periods to contrast with peak usage patterns.
6
Consider environmental variables (weather, events, time of day) that may influence movement patterns.
7
Leverage digital tools like GPS tracking or WiFi analytics for large-scale mapping where direct observation is impractical.
8
Present findings as layered visualizations showing different user segments or time periods for richer insights.

Resources

Behavioral Mapping | 100 Days of UX

UX Mapping Methods Compared: A Cheat Sheet

Behavioral Mapping

Introducing the Behavioral Mapping Case Study & Cheat Sheet

Deliverables

What you'll produce from this method

Observation Plan

A comprehensive document outlining the goals, variables, participants, and timeline for conducting the behavioral mapping research, including specific tasks to be observed and data collection methods.

Data Collection Template

A standardized form or template designed to record observed behavioral data consistently, including parameters like time, location, user actions, user profile, and environmental conditions.

Recorded Observations

A collection of documented observations gathered during the behavioral mapping study, organized by participant and time, including any qualitative notes and quantitative metrics.

Heat Maps and Movement Diagrams

Visual representations of observed behaviors, patterns, and frequency of user actions in the studied environment, clearly displaying areas of high and low activity to identify bottlenecks, user flows, and opportunities for enhancement.

Data Analysis and Insights Report

A thorough analysis of the collected behavioral data, highlighting trends, common user behaviors, pain points, anomalies, and opportunities for improvement.

Recommendations and Next Steps

Based on the insights from the analysis, a set of actionable recommendations to improve the user experience, focusing on identified problem areas and potential adjustments to meet user needs.

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Behavioral Mapping