Qualitative
Quantitative
Qualitative
Gather data by listening and observing (individual in-depth interviews and focus groups)
Quantitative
Gather data by more automated numerical means (surveys and usage logs)
Qualitative
Analyze and synthesize data from notes, video recordings, and open-ended questions to identify themes
Qualitative
Analyze and synthesize data from notes, video recordings, and open-ended questions to identify themes
Comparison
Product designer
UX designer
Qualitative
Product development focus
Quantitative
Broader involvement in the design and development of a product.
Quantitative
Narrower focus than product designers in the design and development of a product.
Qualitative
Areas of attention
Qualitative
- Looks at the product more from a business perspective.

- Pays more attention to competitors, industry trends, and stakeholder needs.
Qualitative
- Looks at the product more from a user’s perspective.

- Pays more attention to customer journeys within the product.
Qualitative
Technical skills required
Qualitative
User research, usability testing, proficiency in design and 3D modeling tools, wireframing, interaction design, and a strong understanding of UX design principles and design thinking.



Qualitative
Mapping user journeys, cognitive psychology, qualitative and quantitative research, user research, usability testing, proficiency in design and 3D modeling tools, wireframing, graphic design, interaction design, and a strong understanding of UX design principles and design thinking.
Qualitative
Soft skills required
Qualitative
Problem-solving, empathy, negotiation, collaboration across teams, leadership and project management, public speaking.
Qualitative
Problem-solving, empathy, collaboration across teams, presentation, project management.

Qualitative
Past work experience
Qualitative
UX designer, project manager, product owner.
Qualitative
UI designer, graphic designer, visual designer, UX researcher, interaction designer, ethnographer.
Qualitative
Average salary as of 2022 (USD)
Qualitative
$94,234
Qualitative
$97,848
Comparison
Product design
UX design
Qualitative
Underlying framework
Quantitative
Design thinking.
Quantitative
Design thinking.
Qualitative
Research methods
Qualitative
Qualitative and quantitative research methods.
Qualitative
Qualitative and quantitative research methods.
Qualitative
Main objectives
Qualitative
- Looks at the product from a business perspective.

- Aims to meet both users’ needs and business goals, which help brands create successful products consistently.
Qualitative
- Looks at the product from a usability and usefulness perspective.

- Aims to ensure that the product, service, or system fulfills users’ needs.
Qualitative
How each role benefits businesses
Qualitative
- Defines product goals.

- Creates product roadmaps.

- Releases successful products in the long-term.

- Maintains product desirability.
Qualitative
- Converts leads to existing customers.

- Improves customer satisfaction.

- Drives brand loyalty.

- Retains existing customers.
Comparison
UX research
UX design
Qualitative
Definition
Quantitative
The process of gathering and analyzing data to understand user behaviors, needs, and motivations in order to inform the design of products and services.
Quantitative
The process of creating and implementing products and services for user interfaces that are useful, easy to use, and enjoyable for the people who use them.
Qualitative
Goals
Qualitative
To create products and services that meet the needs and goals of users.
Qualitative
To create products and services that meet the needs and goals of users.
Qualitative
Methods
Qualitative
User interviews, usability testing, user surveys, focus groups, heuristic evaluations, analytics data analysis.
Qualitative
Sketching, wireframing, prototyping, user testing, design software (e.g. Adobe Creative Suite).
Qualitative
Deliverables
Qualitative
Research reports, user personas, usability test reports, design recommendations.
Qualitative
Wireframes, prototypes, design mockups, design specifications.
Qualitative
Role in the design process
Qualitative
Comes before design (but also done any time in the design process e.g. iterative usability testing).
Qualitative
Comes after research, informed by research findings.
Qualitative
Key skills
Qualitative
Empathy, communication, analytical thinking, problem-solving, data analysis.
Qualitative
Creativity, visual design, interaction design, user-centered design, prototyping.
Qualitative
Training required
Qualitative
A bachelor’s degree in a related field (e.g. psychology, human-computer interaction, market research) is often preferred, but not always required. Additional training in UX research methods and tools (e.g. usability testing, user interviews) may be helpful.
Qualitative
A bachelor’s degree in a related field (e.g. graphic design, human-computer interaction) is often preferred. Additional training in UX design methods and tools (e.g. sketching, wireframing, prototyping) may be helpful.
Qualitative
Average salary as of Jan 2023 (USD)
Qualitative
$85,855
Qualitative
$97,848
Event
Date
Location
Quantitative
February 15–16, 2023
Quantitative
Virtual
Qualitative
Quantitative
February 23–24, 2023
Quantitative
Virtual
Quantitative
March 27-29, 2023
Quantitative
Virtual
Qualitative
Quantitative
May 2–4, 2023
Quantitative
Virtual
Quantitative
May 22–26, 2023
Quantitative
Virtual
Quantitative
June 14–15, 2023
Quantitative
Virtual
Product
Features
Pricing
Qualitative
Quantitative
• Card sorting
• Prototype tests
• Design surveys
• Five second tests
• Preference tests
• First click tests
• Participant recruitment panel
Quantitative
• Includes a free plan
• Paid plans start from $75/month
Qualitative
Quantitative
• Live interviews
• Analytical tools
• Live intercept surveys
Quantitative
Custom pricing
Qualitative
Quantitative
• Heatmaps
• Session recordings
• Advanced filtering
• Console tracking
Quantitative
• Includes a free plan
• Paid plans start from $32/month
Qualitative
Quantitative
• Test plan builder
• Customer experience-focused testing
• Machine learning generated insights
Quantitative
Custom pricing
Quantitative
• Vetted testers
• Templates
• Custom testing
Quantitative
• Includes a free plan
• PAYG from $40
• Paid plans start from $649/month
Qualitative
Quantitative
• Remote usability testing tools (five second tests, first click tests, single task tests)
• Test results
• Integrations (AdobeXD, Figma, Sketch)
Quantitative
• Includes a free plan
• Paid plans start from $33/month
Qualitative
Quantitative
• In-product surveys
• Concept and usability testing
• Integrations (Webflow, Figma, AdobeXD)
Quantitative
• Includes a free plan
• Custom pricing for paid plans
Qualitative
Quantitative
• Card sorting
• Tree testing
• First click testing
• Tagging and categorization
Quantitative
• Includes a free plan
• Paid plans start from $208/month
Qualitative
Quantitative
• Session replay
• Conversion funnels
• Heatmaps
Quantitative
• Includes a free plan
• Paid plans start from $31/month
Qualitative
Quantitative
• Test surveys
• Custom audiences
• Realtime reporting and advanced filtering
Quantitative
• Includes a free plan
• Paid plans start from $539/month
Qualitative
Quantitative
• System usability surveys
• Customer feedback
• User personas
• Branding questionnaires
• Product feedback
Quantitative
Paid plans start from $25/month
Qualitative
Quantitative
• Rapid testing
• Prototype integrations
• User testing panel
Quantitative
• PAYG from $39/month
• Paid plans start from $99/month
Qualitative
Quantitative
• Remote usability testing (prototype testing, five second testing, surveys, card sorting)
• Video recordings
• Participant management
Quantitative
• Includes a free plan
• Paid plans start from $75/month
Qualitative
Quantitative
• Personalized branding
• Panel management
• Keep track of testing results in one place
Quantitative
Paid plans start from $10/month
Qualitative
Quantitative
• Surveys
• Figma integration
• Video guides
Quantitative
• Includes a free plan
• Paid plans start from $100/month
Product
Key prototyping features
Pricing
Qualitative
Quantitative
• Interactive designs
• Advanced transitions
• Collaborative prototyping
Quantitative
• Free plan offered
• Paid plans start at $12/month
Qualitative
Quantitative
• Collaboration 
• Interactive prototyping
• Animation and transitions
Quantitative
• Free plan offered
• Paid plans start at $4/month
Qualitative
Quantitative
• Interactive hotspots
• Realistic transitions
• Preview on multiple devices
Quantitative
• Paid plans start at $9/month
Qualitative
Quantitative
• Interactive prototyping
• Repeat grid
• Collaboration and sharing
Quantitative
• Free plan offered
• Paid plans start at $9.99/month
Qualitative
Quantitative
• Advanced interactions
• Dynamic content
• Collaboration and sharing
Quantitative
• Free plan offered
• Paid plans start at $25/month
Qualitative
Quantitative
• Easy-to-use interface
• Collaboration tools
• Custom animations and transitions
Quantitative
• Free plan offered
• Paid plans start at $12/month
Qualitative
Quantitative
• Advanced interaction
• Easy-to-use interface
• Realistic prototyping
Quantitative
• Free plan offered
• Paid plans start at $67/month
Qualitative
Quantitative
• Interactive components
• Collaboration and feedback
• Device preview
Quantitative
• Free trial offered
• Paid plans start at $24/month
Qualitative
Quantitative
• Intuitive visual editing
• Interactions and animations
• Responsive design
Quantitative
• Free plan offered
• Paid plans start at $14/month
Qualitative
Quantitative
• Quick prototyping
• Interactivity
• Integrated review and feedback
Quantitative
• Free plan offered
• Paid plans start at $19.08/month
Qualitative
Quantitative
• Quick prototyping
• Interaction
• Collaboration
Quantitative
• Free plan offered
• Paid plans start at $8/month
Qualitative
Quantitative
• Interactive elements
• Collaboration tools
• Design system management
Quantitative
• Free plan offered
• Paid plans start at $19/month
Qualitative
Quantitative
• Interactive and dynamic prototyping
• Collaboration and feedback
• Design system management
Quantitative
• Free plan offered
• Paid plans start at $9/month
Qualitative
Quantitative
• Customizable transitions and animations
• Behavior Designer
• Collaboration and sharing
Quantitative
• $99 for a one-year license
Qualitative
Quantitative
• Real-time preview
• Built-in components
• Code export
Quantitative
• Free to download
Method
Description
What is it good for?
Qualitative
Closed card sorting
Quantitative
Participants sort cards into predefined categories. It’s useful for understanding how users group and categorize information.
Quantitative
• Defining the IA of your website or application
• Evaluating how intuitive your existing navigation is
Qualitative
Open card sorting
Quantitative
Participants group and label cards without predefined categories. They're free to create their own categories and group cards in a way that makes sense to them.
Quantitative
• Content audits
• Informing the creation of a new IA
• Product development – understanding how users think about features
• User research – gaining insights into how users think about a topic or issue
Qualitative
Hybrid card sorting
Quantitative
Combines elements of closed and open card sorting. You give participants a set of cards and a set of predefined categories, but they can also create their own categories.
Quantitative
• Website redesigns
• Content strategy development
• Product feature prioritization
• Market research
Qualitative
Unmoderated card sorting
Quantitative
Run remotely and without a moderator present, often using an online user testing tool.
Quantitative
• Working with large sample sizes
• Cost-effective research
• Remote research
• Quick results
Qualitative
Moderated card sorting
Quantitative
Involves a moderator guiding participants through the task, encouraging them to think aloud, and facilitatating discussion about the results.
Quantitative
• Complex research questions
• Early-stage design research
• Working with small sample sizes
• Exploring new ideas
UX writing
Copywriting
Qualitative
Audience
Quantitative
Users and customers
Quantitative
Prospects and customers
Qualitative
Goals
Quantitative
• Facilitate interaction
• Guide users to complete a task
• Improve user experience
Quantitative
• Persuade and convert prospects/customers
• Drive sales and engagement
Qualitative
Tone
Quantitative
Conversational and empathetic
Quantitative
Persuasive and promotional
Qualitative
Focus
Quantitative
Clarity and simplicity
Quantitative
Creativity and originality
Qualitative
Examples of content
Qualitative
• Navigation labels
• Error messages
• Microcopy
Quantitative
• Sales and product pages
• Scripts
• Brochures
Quantitative
Examples of testing methods
Qualitative
• Cloze tests
• Highlighter tests
• Recall-based tests
Qualitative
• A/B tests
• Conversion optimization
Qualitative
Collaboration
Qualitative
Works closely with UX designers and product teams
Qualitative
Works closely with marketing, brand, and sales teams