The intent path is an interactive visualization, part of the UserTesting platform, that groups specific customer behaviors, based on that individual's intent. As part of the Interactive Path Flow, it works to evaluate the web elements users engage with.
The intent path shows what participants were trying to do when navigating from one screen to another. This allows you to discover which participants’ actions and choices—for instance, whether they browse or search, or if they add something to their favorites—correspond to task success, shorter or longer paths, and more.
What is the intent path used for?
The intent path is best used for digging deeper into the customer journey to better understand their decisions and rationale. It pinpoints over 100 common intents and behaviors, including content consumption, navigation, and cart management. For example, an intent path can illustrate whether a participant attempted to find a product by browsing and not by searching. Or, you can see which participants browsed more than others or which ones added multiple items to their carts.
Users can also customize the intents to personalize the visualization.
You can use the data for:
- Testing navigation functions on your website or mobile experience
- Learning the most common behavior for advancing to a new screen
- Competitive analysis and understanding how users complete similar tasks on competing websites
- Uncovering where participants interacted with each screen and which elements drew them to browse
How does the intent path work?
Selecting the “Intent” tab above the Interactive Path Flow shows a color-coded overlay on the Interactive Path Flow, grouping the behavior of each individual who completed the task. The overlay represents one of over 100 behaviors based on what individuals clicked on or engaged with to navigate to a new screen. You can also edit each intent label to fit your organization’s preferred terminology.
Some of the intent categories include:
- Help & settings
- Placing order
- Create & modify
- Finish & save