‘User testing’ can apply to a product at any point in its lifecycle and can be tackled in several ways. When I am asked to run user testing, I always stop to interrogate the objectives, as they will provide the evidence needed to determine the research method.
(May 2021) I’ve run many user testing sessions. Broadly, I find that user testing is used at three stages of a product lifecycle:
Exploring usability: To unearth usage issues and pain points that impact usability.
Creating a product: At the beta stage of development, using high fidelity prototypes to understand usage. This is usually an iterative exercise.
Validating changes in live: When improvements have been released, user testing to provide evidence of return on investment.
The range of research methods
Many companies fall into a pattern of using one approach – these days it’s usually remote testing. Here are the approaches I use most frequently…
Face-to-face in lab: Users are physically observed as they use products in a viewing lab. The skill here is to watch as users progress, observing the micro-interactions and pauses for thought, as well as listening to what users say. Great for improving prototypes.
Remote, unmoderated: By clicking on links, users can test products without the researcher being present. I use companies like User Zoom or User Testing allowing for video capture of their usage as they explore or perform tasks. Maze provides usage metrics if that is what is required. Great for validating changes at scale.
Remote, moderated: As above, but with the researcher interacting on a platform like Teams or Zoom as users share their screen. The main benefit is that researchers can ask questions spontaneously, reacting to issues users have. Great for more complex journeys or hypotheses.
In-situ user testing: I love testing products in situ. This usually relates to products that are in retailers or automotive – interfaces that need to be adaptable to many kinds of user types. Intercepting customers as they use products has to be one of the most insightful ways to research interfaces. Great for exploring usability.
Biometric testing: Eye tracking, Galvanic Skin Response, and Facial Coding are lab-based techniques that provide non-conscious evidence of visual attention and emotional involvement in products. Great for exploration and improvement.
When user testing isn’t the answer
Sometimes I will push back on a request for user testing. It’s usually because the objectives focus on the visual design of products; looking for thoughts, feelings, and opinions, rather than behaviour.
When there are several visual designs under consideration, the 1-2-1 nature of user testing has a distinct problem – overstimulation. People become confused and struggle to express themselves and make decisions on their own.
For visual design research, a discussion group can be much more productive. Showing designs to groups of relevant users creates debate and people become more confident in their views about what they prefer.
Researching with total confidence
Knowing how to approach user testing is both art and science. If the right research method(s) are used it can make the difference between findings that have little relevance to project needs, or insights and recommendations that move the project forward with total confidence.
Read more about my user testing services.