Editorial
The Gist
- Prevent customer loss. Usability testing prevents potential customer loss and negative feedback by identifying issues before product launch.
- Enhance user satisfaction. Implementing continuous usability tests improves product functionality and user satisfaction.
- Streamline product design. Usability testing provides critical insights that streamline product design and meet customer expectations.
Companies often think they have a sales or marketing problem or a need to add a new product feature when they have a user experience problem. The product, service or technology isn’t easy to use, doesn’t work well or doesn’t do what customers or potential customers need it to do.
Before and after launching a new product, service or technology or making a major feature change, usability testing is a must. Don't expect people to buy or use a product, service or technology without taking the time to see if it's usable and meets their needs. Waiting to discover these issues when a product goes live means potentially losing customers, negative word of mouth and expensive rework.
Different Types of Testing
There are many different types of testing which can be confusing. Oftentimes people think of testing as concept testing or preference testing, which are more associated with marketing or advertising. With Concept testing, companies get feedback on an idea or concept from potential customers to understand whether or not they would purchase it. With Preference testing, companies show potential customers different versions of a product, service or technology to see which one they prefer.
With software, there is also quality assurance testing, which is usually conducted by the software developer or in-house testers who examine whether the software performs according to the requirements and identify any bugs or design changes. Or user acceptance testing, which is usually conducted in-house to determine if the software works as needed and if any changes are needed.
These types of testing are useful, but usability testing offers unique benefits. What is usability testing?
Usability testing is a method of evaluating a product by testing it with real users to identify usability issues, pain points, opportunities, preferences, etc. With digital products, services or technology, those insights include understanding how current or potential customers search for information, what they notice or don’t know, what problems exist, what was confusing, what else they were expecting, how easy or difficult it is to complete a transaction, and more.
Related Article: Heuristic Evaluation vs. Usability Testing: What’s the Difference and Which Should I Use?
How Does Usability Testing Work?
Usability testing can be done in person or remotely using a testing platform and with or without a moderator. Participants are asked to complete a series of tasks while they are being observed to identify any issues.
Typically, each task-based question has three parts:
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- A scenario that briefly describes the circumstances.
- The task that you want them to complete.
- Follow up questions to better understand what they are thinking or do.
Examples of Usability Questions
Example 1: The goal is to understand if the options for business checking accounts are easy to understand.
Scenario: You are looking to open a business checking account for your small business.
Task: Explore what options are offered.
Followup Questions:
- Rate how difficult or easy it was to complete the task.
- Was there anything unclear or missing?
- What options were you looking for that weren’t offered?
Example 2: The goal is to understand how customers search an app and if there are any difficulties.
Scenario: To celebrate your birthday, you are having a dinner party.
Task: Find a dress you would like to purchase for under $200.
Followup Questions:
- Rate how easy or difficult it was to complete the task.
- Please explain your answer.
- What did you think of the dress selection?
Related Article: Usability Testing or User Acceptance Testing?
Things to Note About Usability Testing
- Scenarios and tasks for usability testing should be a common task for that product, service or technology. So, the participant approaches it in as realistic a manner as possible.
- The scenario and task should be clear without telling participants specifically where or how to do something. You want to learn how they would normally behave.
- Some companies now offer synthetic users based on AI models for usability testing. This isn’t helpful for organizations who want to distinguish themselves in the crowded marketplaces and need specific understanding of their customers or potential customers.
Unique Opportunity That Usability Testing Offers
People use a product, service or technology for a reason whether it’s to buy a product, find out information, apply for a loan, be entertained, sign up for a class, send a message, explore what’s available, etc. Completing what they need or want to do should be easy.
Usability testing offers a unique opportunity to understand if your product, service or technology is in fact easy to use.
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