What You Need To Know: User Testing
User testing is the process of gathering feedback on your product. Testers offer a rich source of information and insights that can save you time, money and heartache. User testing can happen at any stage of design with any prototype — it’s all about facilitating the session and collecting and interpreting the data.
What is User Testing?
User testing is when a design is shown to a target audience and they are asked to use the technology under observation.
This can include usability testing, interviews, focus groups and advanced tools like eye tracking or heat maps.
User testing can happen at any stage of design, with any fidelity of prototype. From pencil and paper drawings to a hi-fi mockup with animations, if you can show it to a user you can test it.
This process is important for identifying problems early on. It can also highlight the aspects of the design that engage users.
Why Should We Care About User Testing?
User testing is one of the best ways to save time and money when designing a new website or app. Why wait until the end to find out if users like your product?
The earlier a problem is identified, the easier it is to fix. There’s less rework involved, preventing you from getting deep into graphics and programming before you realize there’s an issue.
User testing highlights issues and helps you categorize the severity (how many users have this problem? does it prevent them from using the product or cause them to give up?).
It gives deep insights into the root cause of problems. Asking questions and discussing what users are thinking and feeling is a part of the process.
How Do We Do User Testing?
1. Recruit users.
Find users who fit the profile of your ideal user persona. These users should be representative of the people who will use your final product. They should have an understanding that they are offering their honest feedback and opinions to further product development. You may wish to compensate your testers for their time.
2. Provide tasks & objectives.
User testing works best when testers are given specific tasks or objectives to achieve, without directions on how to achieve them. This way you observe the natural reaction of the tester. For example, on an ecommerce website you might ask the tester to browse for a sweater and check out.
3. Observe progress, pain points, ask questions.
Throughout the task, ask testers to narrate their decision making process and how they feel (successful? frustrated?). Note the aspects that cause them to struggle and ask questions (“Why did you click there?” “ Was that what you were expecting?”).
4. Use advanced methods.
Technology like eye tracking, heatmaps and timing tasks can enhance your data collection and improve your understanding of the feedback provided by testers.
5. Try focus groups.
A focus group is a pool of testers are brought together to discuss how they feel about the product. With the right facilitator, this method can bring out additional insights into social dynamics. How do testers explain the product to each other? How would they talk about it in a natural setting?
Speaking of Design:
Here’s the vocabulary you need to talk about user testing:
User persona: An imaginary user profile which reflects the characteristics of a group of customers. This might include information about their demographics, their motivations, their purchase history and other relevant interests and needs.
Eye tracking: Eye tracking is a tool used to indicate where a tester has focused their attention. This requires a dedicated hardware setup that can accurately measure gaze. User interactions can be understood through eye tracking data.
Heatmaps: Heatmaps are a tool used to visualize which aspects of the design received the most attention, either from eye tracking or cursor movement. This visualization uncovers the patterns of common user behaviour.
Facilitator: A facilitator is a person who conducts the user testing session. They should be welcoming, friendly and know how to ask good questions and draw out insights from a tester.
