Index
Usability tests are an important part of the user experience design process. In this way, the usability of an application, website or product is tested directly by real users.
What are usability tests
Usability testing is an integral part of the Design Thinking process. It is a process by which it is possible to discover how to improve a product by observing how users interact with it.
Using the Nielsen Norman Group definition:
"In a usability-testing session, a researcher (called a “facilitator” or a “moderator”) asks a participant to perform tasks, usually using one or more specific user interfaces. While the participant completes each task, the researcher observes the participant’s behavior and listens for feedback.".
Testing - if well organised and carried out properly - can reveal various points of friction and obstacles to usability. It also enables you to uncover user behaviour and preferences during their interaction with your product or service, allowing you to find design opportunities to meet needs you may not have considered.
Often the term usability testing is used interchangeably with user testing, however, there are subtle differences between the two terminologies. While usability testing is focused on identifying user experience problems and developing solutions to solve them by observing users as they perform certain tasks, user testing is broader and may include different types of testing and research activities that focus on users.
Types of usability tests
Qualitative tests
When it comes to usability, qualitative data refers to all observational results collected with the aim of exploring how and why users interact with a product in a certain way. The focus is on the experience and emotions that users experience while using that product.
Data can be collected through direct or indirect observation of users as they perform a series of tasks. Once the tasks have been completed, follow-up questions can be asked to investigate possible problems encountered by the users. This kind of testing lends itself well to identifying specific problems and is particularly useful in the early stages of the design process.
Quantitative tests
Quantitative data is represented by a series of numerical metrics with the objective of measuring the ease of execution of a series of tasks, such as completion time and the number of errors made.
However, it is good to keep in mind that the results are often compared to a standard without really addressing the problems users may have encountered while performing the tasks. Hence, it is often necessary to integrate qualitative research in order to have a more complete overview of usability problems.
Remote tests
During remote usability testing, test participants are not physically on site, but perform the test from their own location. This can either take place in synchronous mode, where the UX designer and test participants communicate in real time via a video conferencing platform, or in asynchronous mode, where participants complete the test in their own time and place and submit the results later.
Participants usually receive a direct link to the test or to a prototype. The test can then be completed via the link. There are also specific platforms that can be used to manage and implement extended tests.
On-site tests
On-site usability testing is typically conducted in a dedicated studio or, if necessary, directly in the user's actual environment. Test participants physically go to the studio, where they are supervised by a UX designer.
This method allows for detailed observation and offers the opportunity to answer the participants' immediate questions and concerns. On-site usability testing also allows for the collection of additional data such as eye tracking, facial expressions and non-verbal communication, which can be useful for test analysis.
Most used tests
A number of testing methods exist that are used for specific application areas. These methods can be used in different places and can be guided or customised. Let us see which types of testing are most commonly used.
1. 5 seconds tests
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During this test, the user is exposed to a part of the product, such as the top half of a screen, for 5 seconds and then interviewed to get a first impression. The questions may concern the purpose of the product/page and its main features or elements, its intended audience and its impression of the product's usability and design.
2. A/B tests
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A widespread method for usability testing is A/B testing, mainly used to evaluate the effects of changes to the design of an app, website, or e-commerce. A/B testing is employed for various applications, e.g., for the optimisation of design elements such as colours, fonts, images, or call-to-action buttons. Here, the testing procedure determines which version offers a better user experience. A/B testing can also be used to find out how variants influence user behaviour when making changes to content or in the case of layout changes.
3. Card sorting
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Card sorting is a method used to optimise the information architecture and navigation structure of a website or application or to determine it from scratch. It usually takes place early in the development process. It is a valuable tool for improving the usability and effectiveness of a website or application, ensuring that the information architecture meets user needs and expectations. It supports the design process by introducing a user-centred perspective.
4. Tree testing
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Tree testing is used to test the tree structure of an information architecture (in the field of UX we are talking about the content organisation and the structure/organisation/labelling of the navigation elements of a website or an app). This is an unmoderated way of obtaining quantitative data. Unlike the card sorting test, where users organise labelled cards into groups, here users are asked to navigate an already composed text structure.
5. Eye tracking
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Another method consists of eye-tracking studies. It involves tracking the eye movements of users to analyse how they perceive the visual content of a website or application. Using eyetrack devices and analysing the measurements taken gives a deeper insight into the visual perception of the test subjects and can make the website more user-friendly in the future.
Conclusion
Usability tests are an investment that pays off. They contribute to usability, thereby increasing the satisfaction of potential and actual customers. Optimising digital touchpoints can increase sales as the conversion rate increases. To keep up in the market, it is particularly important for B2B companies to gain a competitive advantage by making their website superior to that of their competitors. Moreover, usability tests conducted at an early stage reduce development costs, as errors can be recognised and corrected quickly and companies gain a better understanding of the target group and its needs.
If you want to improve the usability of your website or application and ensure an optimal user experience, contact DevInterface to find out how we can help you implement effective usability tests and improve your users' satisfaction.
