Intent Path (Beta)


Intent path is an interactive visualization that groups specific customer behaviors together, based on that individual's intent. It is overlaid on the Interactive Path Flow (IPF) and evaluates the web elements users click on. This feature looks at 100 common intents and behaviors, such as content consumption, navigation, authentication, and cart management. 

Use the intent path feature to dig deeper into the customer journey to better understand their decisions. Select the Intent tab on any task-based question to view the top behaviors. Observe a single individual and draw insights about their behaviors as they progress through a web experience, including web-based prototypes, mobile apps, and web pages.

Intent path, as well as sentiment path, are available on Ultimate and Premium subscriptions.

Intent Path: How It Works

Find the intent path feature when you navigate to the Metrics tab of a test with a task-based question. Selecting the Intent tab shows an overlay on the Interactive Path Flow, grouping and summarizing the behavior of each individual who took the test. The color-coded overlays represent one of over 100 behaviors based on what individuals clicked on or engaged with to move to a new screen. Here are some of the intent categories captured:

Consumption Placing order Navigation Collaboration
Comparison Authentication Connection Attach
Help & settings Create & modify Finish & save Organization

While intent path recognizes over 100 intents, only the most frequent intents are shown on a single Interactive Path Flow. In the example below, individuals’ usernames correspond to an Interactive Path Flow color-coded with different intents. A color legend for Top intents is shown above the diagram. 


Hovering over a particular (color-coded) intent on the Interactive Path Flow reveals the thumbnail of that particular screen and the number of individuals that interacted with that screen.


Clicking on that same intent will bring up the click map for that screen below the Interactive Path Flow diagram, allowing you to watch the clip for particular individuals completing the task.


Clicking on an individual’s username on the Interactive Path Flow will highlight all of the screens that person went through, including tags for each of the recognized behaviors. Dive into video segments of the entire task where the individual clicked or engaged with the screen.


To get the most out of intent path, keep these things in mind:

  • Create clear objectives for individuals when writing your tasks (for example, “Find sunglasses that cost less than 20 Euros”). Random exploration of a web experience will not yield as useful an Interactive Path Flow diagram.
  • Include multiple steps in your tasks that touch on common behaviors in the customer journey in order to analyze all of the actions individuals took side-by-side on the Interactive Path Flow. For example:

1. Log into your account.

2. Browse for [specific item].

3. Add item to cart.

4. Go to checkout. 

  • Consider your sample size and what you want to learn. Additional unique paths can reinforce the patterns you are seeing or provide more behaviors to analyze. 

Additional Resources

Interactive Path Flows

Click Maps - Understanding Enhanced Metrics

Sentiment Path


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