Master Usability Testing: Gain Loyal Users


The Gist

  • Prevent customer loss. Usability testing prevents potential customer loss and negative feedback by identifying issues before product launch.
  • Enhance user satisfaction. Implementing continuous usability tests improves product functionality and user satisfaction.
  • Streamline product design. Usability testing provides critical insights that streamline product design and meet customer expectations.

Companies often think they have a sales or marketing problem or a need to add a new product feature when they have a user experience problem. The product, service or technology isn’t easy to use, doesn’t work well or doesn’t do what customers or potential customers need it to do.

Before and after launching a new product, service or technology or making a major feature change, usability testing is a must. Don’t expect people to buy or use a product, service or technology without taking the time to see if it’s usable and meets their needs. Waiting to discover these issues when a product goes live means potentially losing customers, negative word of mouth and expensive rework.

Different Types of Testing 

There are many different types of testing which can be confusing. Oftentimes people think of testing as concept testing or preference testing, which are more associated with marketing or advertising. With Concept testing, companies get feedback on an idea or concept from potential customers to understand whether or not they would purchase it. With Preference testing, companies show potential customers different versions of a product, service or technology to see which one they prefer. 

With software, there is also quality assurance testing, which is usually conducted by the software developer or in-house testers who examine whether the software performs according to the requirements and identify any bugs or design changes. Or user acceptance testing, which is usually conducted in-house to determine if the software works as needed and if any changes are needed. 

These types of testing are useful, but usability testing offers unique benefits. What is usability testing? 

Usability testing is a method of evaluating a product by testing it with real users to identify usability issues, pain points, opportunities, preferences, etc. With digital products, services or technology, those insights include understanding how current or potential customers search for information, what they notice or don’t know, what problems exist, what was confusing, what else they were expecting, how easy or difficult it is to complete a transaction, and more. 

Usability testing is a method of evaluating a product by testing it with real users to identify usability issues, pain points, opportunities, preferences, etc. zzzdim on Adobe Stock Photos

Related Article: Heuristic Evaluation vs. Usability Testing: What’s the Difference and Which Should I Use?

How Does Usability Testing Work? 

Usability testing can be done in person or remotely using a testing platform and with or without a moderator. Participants are asked to complete a series of tasks while they are being observed to identify any issues.

Typically, each task-based question has three parts: 



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