User Testing is a Waste of Money*

This is very well summarized. “User testing must be done in a way to maximize insight” — very true.

We’ve been conducting research based on the 4 major questions that users ask implicitly and explicitly, Why, What, How, Now. Then, we conduct our testing, both attitudinal and behavioural and focus on the 20% that is driving 80% of the results and double down on those sections of the website/product.

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