How Usability Testing can improve User Experience?
Introduction
Usability testing is an essential tool in digital product design. It allows designers to see their creations with fresh eyes and gain firsthand insight into how the product will be used once it goes live, as Stephanie Orkuma aptly puts it:
“Usability tests help you see your designs with new eyes. You get an insider’s view of how your product will be used when it’s live.”
By observing real users interacting with a product, we can identify points of friction, confusion, or frustration, and thus make significant improvements to the flow, journey, and overall user experience.
What is Usability Testing?
Usability testing involves real users attempting to complete specific tasks and can be applied to various types of designs. As highlighted by the Interaction Design Foundation:
“Usability testing is an iterative process and should be conducted repeatedly, from the early development stages to the product’s launch.”
The primary goal is to understand whether users can successfully and independently complete the tasks, assess their performance and mental state during these tasks, and identify problems along with their potential solutions.
Conducting Usability Testing
Conducting a usability test involves several crucial steps:
- Prototype development: To start, a navigable prototype simulating the real product’s functionality is necessary. Tools like Figma with its navigable prototype feature are quite useful for this. The goal is to observe if users can successfully complete tasks using the prototype.
- Identification of tasks to be tested: It’s important to define which aspects of the product will be tested. Focusing on the main functions and potential pain points for users can provide valuable insights.
For example, in a recent project I participated in, I tested the users’ need for adding more columns in a product table, and this table would have the price of these products.
The objective is to understand how important this information is for the user and how impactful this change will be (improving their daily life). - The test script preparation: A well-prepared script ensures that the test is conducted in a structured, efficient, and smooth manner. We should include an introduction, clarifying the purpose of the test and assuring the participant that they are not being tested, but the product is. We should also outline specific scenarios for each task to be tested.
- Participants recruitment: Selecting participants that match the target user profile is crucial. According to the Nielsen Norman Group, about five participants are sufficient to identify most usability issues. The tests can be scheduled in person or remotely, using tools like Microsoft Teams, Zoom, or Google Meet.
- Conducting the tests: During the session, it is essential to observe and record the users’ behavior, trying not to interfere with how they are using the prototype. Asking participants to “think out loud” and share improvement suggestions can provide insights into their reasoning and emotions while interacting with the prototype.
And when the user has doubts about a part of the flow? Gets stuck? We should not direct them; we can ask:
- How do you think this problem could be solved?
- Where do you think you could click?
- What do you believe would be the next step? - Analyzing the results: After the tests, it is necessary to review the recordings (don’t forget to record, okay? to take notes later!), identify patterns and problematic points, and prioritize solutions with the business team.
This analysis should result in an action plan, which can be presented to the business team and technical team to improve the design based on the feedback obtained from your user. - Quantitative measurement: At my current client, at the end of usability tests, after going through the entire flow, we ask the following question: “We are sending to you a scale, and looking at it, how would you rate the level of effort you had to complete the tasks? Considering 1 as very difficult (impossible to do) and 5 as very easy (easy to do).”
Applying the CES (Customer Effort Score) helps us understand how the user found performing the tasks, understanding the flow, and completing the tasks.
Impact of Usability Testing on User Experience
Usability testing has a profound impact on user experience, as it enables improvements based on real data and direct observations. As stated by Paul Maritz, CEO of Pivotal:
“It’s about catching customers in action and providing highly relevant and contextual information.”
This means that by observing users in action, designers can make precise and informed adjustments that truly enhance the user experience.
Improvements in the user flow
By understanding how users navigate and interact with the product, it’s possible to optimize the user flow. Navigation issues such as confusing menus or unnecessary steps can be eliminated or simplified, resulting in a more fluid and intuitive interaction.
Enhancement of User Journey
Usability tests help map out the user journey in detail, identifying points of frustration, for example. With this information, designers can adjust the journey to make it more enjoyable and efficient, ensuring that users achieve their goals with less effort and greater satisfaction.
Conclusion
Usability tests are an essential part of the user-centered design process. They provide valuable insights that help improve the flow, journey, and overall user experience. As Jordan Bowman emphasizes:
“Conducting any type of usability test is always better than conducting none.”
Regular implementation of usability tests ensures that products not only meet but exceed user expectations, resulting in greater satisfaction and product success in the market.
I hope you’ve enjoyed reading so far, and that my tips and experiences help you enhance your usability testing applications.
Feel free to follow me on LinkedIn and reach out to discuss more about this topic! ☕
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