User interviews and surveys combine to gather both qualitative and quantitative feedback about a product or service. User testing is the foundation of all things Human Centered Design. 

Map out the end-to-end customer journey to visualize touchpoints, interactions, and emotions at each stage, highlighting areas for improvement. Journey mapping helps to build empathy and connection with users. 

Compare expected behaviors (through testing) to actual behaviors (through analytics). We set up and analyze quantitative data from analytics tools to track and understand customer behavior patterns to evaluate them against established KPIs.