Review of Visualization in User Behavior Analysis

Abstract

User behavior visualization as a powerful tool can help analysts better understand user behavior data. Previous research such as Information Architecture believes that a user journey map is the regular way to visualize user behavior patterns. The technique is a diagram that shows the steps, touch-points, and emotions that users go through when using their products or services.  Current studies mainly focus on the procedure and framework of applying user behavior data into visualization tools and its benefit to business development. Studies also found that visualization in user behavior analysis has difficulty in dealing with complex data. However, few studies have discussed the possible solution for the current limitation of visualization in user behavior analysis. With the popularization of the Internet and mobile devices, the scale and scale of user behavior data and the complexity will continue to increase, and user behavior visualization will be an important tool for analyzing this data, helping to tap potential business opportunities and improve the efficiency of data analysis. Therefore, we would make the review on visualization in user behavior analysis. We will first provide the background of the user behavior and its visualization and then introduce the definition of user behavior. Afterward, we will discuss the current process of visualization in user behavior analysis and its current limitations. Next, we will propose the possible solution of introducing machine learning, deep learning, predicting the data with a sequence model, and using cluster analysis with usability analysis tools to contribute to the future development of visualization in user behavior analysis. We believe that with data amount and scale keep increasing, the visualization tools need to develop themselves in diversity and data processing speed.