Good Website design needs User Testing
User Testing from the start or launch of a product has proved to be very important. Many organizations swear by it as a kind of a do or die method which can result in the success or failure of the product.
Now you may not be familiar with User Testing or Usability Testing whichever you prefer, but its a method of evaluating a products features and functionality, with the ultimately goal of finding out if the product has met its intended purpose in ‘real world’ conditions.
User Testing can be carried out on a wide variety of industries such as retailers, e-commerce, web applications and intranets. Its allows for quick user responses and the changes recommended from the feedback can often implemented quickly.
As a web designer I have seen those that do invest in Usability Testing do so mostly when the project in still in its infancy, but sure enough has launched.
As web designers though our goal is to create a great unforgettable experience to our users.
Isn’t it?
Well it probably should be and I think Usability should be employed more in the website development phase more, the findings from a Testing User report can reveal the flaws which can come back to haunt us later. Cross browser compatibility, navigational functionality and the correct functioning of submissions and forms are all questions asked.
Its no surprise that e-commerce websites are now starting to invest in User Testing as standard. Its why this method of Testing your users is becoming such a success story.
A way to have all those questions about design and performance answered. It can be incorporated as a part of the design process as it can be then be monitored throughout. So with the areas for concern reported from your Usability data, you as a web designer can then say you got as close to a perfect site as possible.
So what are the key goals?
Firstly performance. For example a Testing User report could ask what was the time spent to complete a simple task like an enquiry form.
Memorability. So apart from recording how many of your users would return, User experience testing can also find out if any have visited the site before and if so, how long ago?
Mistakes. If mistakes are made how frequent were they? How easy were they to recover from? Did the user feel like they may have needed assistance?
User Satisfaction & Interaction. Now this is great because User Testing can give us the insight of where the User interacted on the page. What got his or hers attention? Which areas did he stay away from? Was it difficult to navigate? Most importantly did the site live up to his expectations?
So as I mentioned earlier I believe as a web designer the best Usability results are gained when Usability is incorporated early in the product development life cycle and I think that’s true for all websites from e-commerce to reference.
You can still though get comprehensive feedback at any stage in the web development process.
Pre development. Where users can test on a prototype of the website before site launch. Be careful though if done here the site must be a true reflection still of what the working site will look like, at the very least though the Testing participants must be able to work it.
During Development where users can identify key areas for concern, the feedback given here could also be positive about the design of your site. This is when most people bring User Testing in on their projects but it can save a massive amount of time and effort for your design & development team.
Post Development is increasing with small business owners, where the users role becomes more focussed on asking themselves if the product has met its intended purpose. Businesses probably get the most amount of data back at this stage but as a general rule the design changes can be more difficult to implement at this stage.
Usability Testing is now much more affordable than it was a year or two ago.
Thanks in large part to new remote methods like video testing and Usability surveys it is now being used by more an more businesses as a health check for their web presence. I mean if you have even a small client base or small product range you can now connect with your users to find out if your product or service is meeting their expectations.
Its not market research though. User Testing has a more wider application because rather than just gaining ideas and opinions, it gains insight. Real users using your products in the real world.
Yes its true Usability in general has started to attract more attention these days. Were living in a time when its never been more important to stay ahead of the competition. As business people we know any gains we make can often only be temporary if not closely monitored and its definitely true that we don’t live some bubble where our products or services are immune from competition.
As someone who used User Testing in 70% of my web design work I would say I am converted as I truly believe that after having worked with a very talented team the best team in the world can only get you halfway there. If your goal as a web designer is to produce bespoke websites that meet the user expectations completely then its Usability Testing you need.
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