1. Define the journey.
Name the audience, starting point and useful outcome. Review current concerns, known barriers and available measurement.
Process
Agree the question before choosing the change.
The plan should explain what the team needs to learn and how the findings will be used.
2. Choose a suitable research method.
Decide what observation, interviews, analytics or a prototype can answer. Agree consent and handling for any participant or visitor information.
3. Review what happens.
Record observed actions separately from explanations or guesses. Check whether the measurement captures the intended result.
4. Test a focused improvement.
Change a defined part of the experience and repeat the task. Include errors, access needs and the effect on nearby steps.
5. Review findings and limits.
Document what improved, what remains uncertain and whether more research is justified. Do not turn a small test into a promise of revenue growth.