This article suggests rethinking what we learn when we put concepts and prototypes in front of customers for feedback.
What does ‘user testing’ mean to you? The most common flavour is ‘usability testing’ — which actually makes more sense as a term because it does not sound like we are testing the ‘user’. We put products and services in front of target customers to find out if they are easy and delightful to use. Right…?
So why is ‘user testing’ a trap then?