Usability

Research involving the usability of digital products makes up a great deal of the work we do. Over the years this has become art as much as science.

The techniques used to explore the way people interact with digital interfaces have evolved to be sensitive to the psychological issues at play, meaning we take a lot of care to ensure environment, process and moderation are carefully designed.

Face to face usability testing

Usability testing is useful when your website, mobile website or app needs fine tuning. We design tests to evaluate navigation, orientation and content. We’ll be testing for problems and suggesting improvements. A standard sample is comprised of 6 users who are recruited to a specified user typology. The user is given tasks to complete whilst the researcher observes their actions and captures pain points the customer experiences.

Remote User Testing

This technique allows users to go through a series of tests on their PC, tablet or smartphone. A test may comprise of navigating to specific content, registering for a service or using an e-commerce system. The resulting data is a series of statistics and/or video capture of the screen and user completing the tasks.

Intercept Interviews

Intercepts involve capturing a random selection of people as they use products and services that are in the first stages of release.

We capture the initial, spontaneous interactions people have with products and services. This can be done remotely via an online survey, or physically by researchers being in the same vicinity as the product when customers use it.

We use a mix of observation and questioning to uncover authentic customer behaviour as they interact with the product or service.

Usability Groups

Usability Groups are group discussions and usage tests combined. Users are convened into qualitative groups, but each have a PC terminal, tablet or smartphone to test digital designs. Prototypes and live websites are normally used as field materials. Designs are evaluated, and users discuss the expectations and realities, suggesting and discussing improvements. This technique, when applied to the correct research scenario, will produce deeper insights than user testing alone.

Biometrics

Biometric methods are a way to capture system 1 (nonconscious and non-verbal) reactions to digital materials.

This is a specialised field of research that is especially suited to evaluating communications materials, new website or app designs, and new concept testing and development.

Because of the specialist skills involved, we have a web page devoted to biometrics where you can read more about the techniques we use.

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