The primary purpose of user testing is to better understand and empathize with essential users of a digital product such as a website or app. However, user testing is often an afterthought. From cards sorting to usability studies, user testing approaches are designed to utilize users in the decision-making process. Fortunately, lots of projects end up with only stakeholder feedback of a sole prototype. But why does this happen? The lack of UX testing appears due to perceived negative ROI in user testing merged with a concern of scope creep.
Every UX designer who has ever watched a user struggling to perform a simple task using their prototype knows and appreciates the value of user testing. However, lots of engineers, executives and project managers have never experienced or witnessed usability testing so will likely need to be convinced of the importance of UX testing. In this article, we have gathered a few testing methods and reasons why user testing should be a must if you’re trying to develop a product anytime soon.
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User testing is an integral part of the UX design, and it mostly consists of the evaluation of products based on research conducted with your representative users. A product can be anything from a physical product such as a piece of software, an app, a website or other forms of digital interface. A UX testing appropriately done takes the form of a one-on-one interview that is usually done face-to-face by a knowledgeable UX researcher. This research collects in-depth information about your user’s behaviours, beliefs and preferences, to use their reviews and come up with a better product. Testing your product earlier means you’ll be able to prevent re-design costs and launch a user-friendly product.
Why is it important?
No matter if you’re responsible for online conversion or sales of a product, there is a common factor for those that go through regular user testing. They have more success; they experience faster and higher growth, and everything works great as a whole because everyone understands what users want.
As the main goals are obviously to increase sales, you would want to know how that can be possible. You can just press a button and watch money flood into your account. Instead, you must sort out what puts off or influence your customer from seeking your product or service. Increasing sales always resume to your user’s needs. So, why do they need to complete the checkout process? Bear in mind the following:
- Better navigation
- Fast access to service/product information
- Fast checkout process
- Trust symbols
- Social proof
Card testing is a method to figure out how elements of your website should be organized. This will help you develop a website’s navigation and establish a hierarchy that abides by your user’s needs. How do card sorting works? Each card must contain information on the reverse side regarding the product descriptions, support pages or informational content. You may then ask your users to categorize your content and use columns and rows to determine page category and importance. \
Card sorting method can be done both virtually and in person, but either way, you should collect real feedback.
Moderated User Testing
Many would say that the moderated user testing method is pretty much like an adventure. During a moderated testing, you have to guide your participants, answer their queries and reply to Their feedback in real-time.
Moderated testing can be very adaptable as it allows you to do changes right in the middle of a session. It is one of the most effective approaches as it helps you identify problems that were never addressed in the first place. While probing deeper at these points, you’ll be able to learn how users use a site in a way that was previously unfamiliar for the developers. Without the element of human judgement to explore and recognize these issues, they would likely go uninvestigated.
Unmoderated User Testing
Experts would affirm that unmoderated user testing is even more efficient. Unlike moderated user testing, unmoderated testing allows users to freely express their feelings and opinions without someone constantly breathing down their necks.
It can be true to a certain extent, but you should also leave the room for distracted participant behaviour or user error. That being said, running a moderated and unmoderated UX testing can bring you more accurate results.
Voice of Customer
VoC is a research method that helps businesses identify the needs and requirements of their users. The methods capture everything your users have to say about your product or service and package those perspectives into an overall image, for example, less than 5% of dissatisfied users actually contact the company to complain. This means that 96% of the users suffer in silence, and according to a study, 90% will never return to that business. Where to find sources of information?
- Service/product reviews on your website
- Reviews on third-party websites
- Phone calls and emails
- Submitted feedback forms
One of the easiest methods to undergo a UX testing by directly asking your users. Why wait for them to contact you when you can use a quick and simple survey to ask them directly?
You can do this on a blog, homepage, or if you have a social media platform, consider asking your users on Twitter, Instagram or Facebook.
Recordings will help you find out how exactly your users interact with various pages on your website. This type of user experience testing will allow you to record sessions as they interact and explore your website. You’ll finally learn how they navigate and where they click on your website.
If you really want to grow, make sure you don’t overlook user experience testing. It’s an efficient way to deep into your user psychological and behavioural insights that will better not only your products and user interfaces but your business as a whole.