Behavioural Segmentation

Behavioural segmentationglossary×SegmentationDividing users into groups based on shared characteristics or behaviour.Open glossary term→ is a UX and researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ method used to group users based on observed behavioursglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→, actions, and interactions rather than demographics.

It involves analysing how users engage with a product, including tasks completed, featuresglossary×FeatureA feature is a specific piece of functionality within a product that delivers value to users. It represents something users can do or experience as part of the overall product.Open glossary term→ used, frequency, preferences, and pain pointsglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→.

The focus is on identifying patternsglossary×PatternA reusable solution to a common design problem.Open glossary term→ of behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ to inform design, content, and personalisation.

Use this method when user behaviourglossary×User BehaviourUser behaviour refers to how users interact with a product, including actions, patterns, and decision-making processes.Open glossary term→ varies.

It is most useful when:

Set up properly.

Before you start, be clear on the behavioursglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ or metrics to track, the goals for segmentationglossary×SegmentationDividing users into groups based on shared characteristics or behaviour.Open glossary term→, and the user dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→ available.

Collect quantitative and qualitative behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→.

Run the method.

Behavioural segmentationglossary×SegmentationDividing users into groups based on shared characteristics or behaviour.Open glossary term→ is analytical and dataglossary×DataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term→-driven.

Identify key behavioursglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ or actions to segment by. Group users according to patternsglossary×PatternA reusable solution to a common design problem.Open glossary term→ in behaviour. Analyse correlations with goals, satisfaction, or success metrics. Create profiles for each segment with insightsglossary×InsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term→ and implications. Use segments to guide design, messaging, and prioritisation.

Focus on behavioursglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ that impact task completionglossary×Task CompletionTask completion measures whether users can successfully complete a specific task.Open glossary term→ or engagementglossary×EngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term→.

Capture and make sense of it.

The value comes from targeted understanding.

After segmentationglossary×SegmentationDividing users into groups based on shared characteristics or behaviour.Open glossary term→: document segment definitions and characteristics, highlight opportunities for design or content adjustments, prioritise improvements based on segment impact, and validate insightsglossary×InsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term→ with real user testing.

Focus on:

Most issues come from:

If segments aren’t meaningful, they won’t guide design.

Done properly, this method gives you:

If this sounds like something you need, we can help you segment your users by behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ to create tailored experiences and informed design decisions.

No guesswork. No assumptions. Just insightglossary×InsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term→-driven UX.