This a white paper on how to improve a digital product by using different ux design testing methods.
Understanding the concept of User Experience
It is very important to understand what is user experience before one get's to know about the different ux design testing methods.
User experience or UX is of utmost importance in the makeup of any software or website or application. It defines the experience of a user while traversing an application. The smooth functioning and ease of understanding of a UX is what makes a UI or user interface outstanding and successful. You cannot underestimate this aspect while building your product. UX, if it is of poor quality, the user is less likely to use the app ever again which means that your potential customer is never going to come back to you. As also, that consumer will never convert itself into business for you. And that’s a huge loss for the business if this number keeps increasing, right? So, any business needs to have a strong user interface (UI) and a smooth and comprehensible user experience (UX).
Designing a product such as a website or an app is, therefore, a challenging task. Your product needs to be free of bugs and give optimum performance. A user is always on the go and hence your product needs to be such that a potential consumer is more likely to take a favourable action such as buying or selling on your app/website quickly and efficiently.One of the key aspects that make up a website or an app is its design. The visuals get processed in our mind 1000 times faster than the text. It is therefore that they say, a picture speaks a thousand words! The designers and engineers need to work hand-in-hand to come up with a visually appealing UX. But how does one understand if the design is going to appeal to the senses of the potential customers or no? The answer lies in A/B testing of design elements of UX. This testing helps the team of designers and engineers to know exactly how the customers are receiving their app or website or what is it that is turning out to be a distraction.
What is UX design testing and its importance?
To understand the UX design testing let’s delve a tad deeper in this topic:
UX Design testing is done of a group of potential consumers. The testing helps the team garner direct feedback from these customers – how they have received the product and its features and how likely they are to buy a particular product or service via that app or website. This type of feedback will also carry information about what improvement needs to be done in the UX design.
This method is necessary because it eliminates any doubts or guesswork going on part of the team. The team may have the entire design in focus, the procedures to be carried out but ultimately what matters is how the users interact with the product and their experience. There is no room for guesswork if you want your app to be launched in the market. So if you want to be 100 per cent sure as to the reception of your product then A/B testing proves to be significant.
Product design testing helps you with informed decision making. You know exactly where your design is heading. You get to know which elements are working in the favour of the design and which aren’t. You get to know how small iterations bring about a sea change in the user experience. Testing makes sure that your design keeps improving. All of this ultimately leads business for the firm when the user in the process of using the product becomes the consumer.
Types of UX Design Testing
Qualitative behavioural user testing is carried out on a small group of would-be customers to observe what their behaviour is in different situations. This testing can be carried out in any environment where the users have a normal defined routine.
Focus groups is a type of testing carried out within 3 to 6 groups that consists of approximately 8 to 10 participants. This type of testing helps identify 90% of the themes of the dataset. This type of testing is typically carried out during the strategy phase of product development. This is the most common and well-known type of testing. This type of testing consists of group discussions, design exercises etc.
Quantitative behavioural testing is carried out on at least 20 participants. It helps the team identify patterns seen in the collected data. With quantitative behavioural testing, more the participants more accurate the data will be. The users are given a set of tasks and their behaviour is monitored in the process.
Heatmaps track the page scrolling and mouse movements. Eye-tracking is carried out after a new design is brought to fore.
The Quantitative attitudinal test is carried out to know what the group of participants think about the product. The answers received in this test are filed in a comprehensible chart and graph.
Surveys is the most popular way of doing testing. It has a margin of 5% errors but 95% confidence levels. Surveys are employed popularly and help arrive at the collective data quickly.
Guerilla testing is done by picking random participants may be in a cafe or parks. They are asked to give genuine feedback after using the product, usually in exchange for a small gift. It is one of the most popular methods to get emotional impressions about the product.
Lab usability testing is carried out if you require in-depth information about your product. This is usually done in a lab under the vigilance of a moderator. Since this type of testing is done under a vigilator the company is more likely to receive qualitative feedback.
Card sorting is the simplest form of testing where a participant is given cards to sort as per their preference of usability. These cards contain the features that are to be included in your app or website.
Heuristic evaluation is done during the design evaluation stage. The focus is on the UI design elements.
A/B and Multivariate testing give options to the users and they are to the users of two or more versions of the product and they are to identify which is more efficient.
The company may apply one or many of these methods at different stages of product development. These kinds of testing are going to help the team deliver a better and competent product to the users, a product that will be glitch-free and more interactive in its approach. Many agencies perform this kind of testing. Some of these have labs of their own and some hire it. However, very few of them specialize in this kind of testing as it requires a lot of knowledge, skills and experience to conduct such testing. Many people contact UX agencies like Techved for such activities that have tons of knowledge and experience regarding these activities. It is very important today for us to get accustomed to concepts of user experience and user interface as most of the activities are done online today.
If an app or a website is launched in the market without UX testing then the product is most likely to backfire. It may leave a huge hole in the pocket of the business owner and can lead to financial loss later once the product is launched in the market. Therefore, is always advisable to allocate necessary funds for UX testing. So, UX testing is important to improve the digital product.