Interviews: in-depth conversations focused on customers' interactions with a specific feature or the product overall

Focus groups: in-depth interviews with cohorts of customers at a time to gauge trends and attitudes

Ethnography: naturalistic observation of customers to understand the context of their product use and overall workflow

Contextual inquiry: naturalistic observation of customers followed by in-depth interviews to gain a holistic understanding of their behavior

User personas: developing an archetype of ideal customers' characteristics to help guide product development

Concept or prototype testing: assessing the viability of different product ideas with target customers to determine market demand

User needs assessment: outline the main pain points, needs, and challenges that target customers experience

Usability testing: iterative small-scale tests to assess the effectiveness of specific experiences or features in a product

Design heuristics evaluation: assess how well the existing UI/UX design follows established usability and information architecture principles

User journey mapping: identify the path customers take to achieve their objectives and ways it can be improved

User story creation: outline the different scenarios that customers experience which the product must address

A/B testing: comparative assessment of different versions of a product to evaluate performance efficacy

Benchmarking: comparative assessment of the existing product to competitive products and industry standards

Surveys: evaluate customer satisfaction and identify opportunities for product improvements