User testing, aka usability testing, user research, UX testing… everyone’s talking about it, all the best companies are doing it, but what exactly is user testing? And why are your peers banging on about it so much?
Why is user testing important?
Because it will save you A LOT of money, make your projects more successful and make you look good for all those new customers you’ll convert at the end of it.
Increase your sales
Whether you’re responsible for e-commerce sales, online conversion or sales of a product there’s a common factor for those that go through regular user testing. They’re more successful, they experience higher and faster growth and the business works better as a whole because everyone understands the user.
Save time and money
A common misconception of user testing is that it will lengthen your design and build process, however, there’s no need for this to be the case. It runs in parallel with other activities. The one way to guarantee adding time and having to increase budget and that’s by not including any user testing in your project. Imagine getting to the end, only to realise that you missed out a crucial piece of the user journey and you’re going to have to rework everything.
Fail fast and fail often
If your new project isn’t going to resonate with customers you want to know that as soon as possible so that you can adapt it and re-test it until you get it right. The sooner you get this insight the better! How soon? You should start at the concept stage and you don’t even need any tangible designs to get your first, most important user feedback. Test everything with your target users.
Improve what you’ve got
Whatever stage you’re currently at (wireframes, prototypes, procrastination…) user testing will always be enlightening to improve what you already have. Identify the main issues, the strengths and opportunities for further enhancement.
Consumer insights, intelligence and evidence
You’re building for an end user, a human being so why wouldn’t you actually observe their behaviour, listen to their feedback and question their expectations? The insights you’ll come away with will help you across your whole business and the changes you’ll need to convince your teams to make will be clearly evidenced by the testing. When conducted by experts, user testing is a methodology and a science that produces behavioural and psychological evidence of the changes that are necessary to meet your customers needs.
When it comes to digital experiences, users are used to being able to do things quickly. If a website is difficult to use, people leave. In recent years we’ve seen big change in the customer mindset, they now expect things to be easy to use and they’re more aware of usability than ever before. Once upon a time people would blame themselves but now they are quick to blame a company for a poor experience with their website, app, software or product.
Usability is a necessary condition for survival and doing user testing is the solution to ensure your costumers with a positive and enjoyable user experience, which will in turn create more new and return customers.
What makes this harder for you is that people no longer read instruction guides and they’ll skip through your very helpful user interface overlays. We know, you put them there to be helpful, but we’re sorry to have to tell you that we see users skip these all the time. Then when they need the help they can’t find it!
There are many things to consider. You need to provide users with all information they need and to allow them to find it as quickly as possible. Most of them will not take the time to look through a website that is not usable. For this reason, ensuring your projects include user testing is a clever time and money saving activity your company would choose.
What is user testing?
User testing is an essential part of the UX design process. It typically consists of evaluating a product by researching it with your representative users (who we recruit). A product may be a physical product such as a kettle, a piece of software, an app, a website or other form of digital interface such as those found in retail stores. User testing when done best, takes the form of one-to-one interviews that are conducted face-to-face by a qualified UX researcher. This research method enables deep information to be gained about your users’ patterns of behaviour, preferences and opinions, in order to implement this feedback for a more successful product. Testing early during the design process allows you to prevent future re-design costs and to launch a user-friendly product. Testing doesn’t require a big sample of participants since the aim of the session is to gather qualitative data. Remote user testing tools are also available and are useful for backing up face-to-face with greater numbers, however they should not be used in isolation unless your budget really does constrict you.
In the user testing session, a wide range of testing tools can be involved. Each testing session is tailored on your objectives and the best user research technique is chosen according to your needs.
User testing will generally be task oriented. Tasks will be created in advance and the user will be asked to complete them whilst being questioned by a researcher who will analyse and question their behaviour in real-time. A good researcher will pick up on UX issues as and when they happen, and pursue a relevant line of questioning.
A user test may also include activities to inform structure and navigation, such as card sorting. Typical measures of usability may also be included, such as the SUS rating scale – the official measure of user satisfaction. This is a questionnaire that the user completes to give an overall satisfaction score.
After the testing sessions, our expert will analyse the findings thoroughly and they will provide you with a full range of design solutions.
Are you ready to grow?
User testing gives you deep psychological and behavioural insights from users that will improve not just your user interfaces and products, but also your business as a whole. The more you understand your users, the stronger and more successful you’ll become.
If you’re curious about any of the above and how user testing will help you to create a more successful product, contact our user testing experts for free, friendly, no-ties advice.