Usability testing refers to the process of evaluating the functionality and ease of use of a product or service. It is a qualitative methodology in market research that is user-oriented. During a usability test, participants are asked to use the product or service in question and then assess their experience. Usability testing can be conducted in-person or online, and it can be used to assess the usability of websites, apps, software, products, and more.
How Is Usability Testing Used?
While usability testing is usually used to identify areas for improvement, it can also be used to validate design decisions and confirm that a product or service is user-friendly. Usability testing is typically performed in iterations before the launch of a product or service. Based on user feedback, these tests can either confirm that a product is ready to be released, or reveal that it needs more fine-tuning.
A usability test is conducted by a professional moderator. The moderator will ask the participant to complete a series of tasks while observing how they interact with the product or service. During observation, the moderator is able to identify where the participant is comfortable, confused, or experiencing user issues/challenges. Observing a user while they interact with the product or service is a great way to identify areas of improvement. Watching where the user instinctually looks for specific information can provide valuable insights into the design of a product. As such, usability testing is a valuable tool for any company that is concerned with providing a positive user experience.
Benefits of Usability Testing
- Provides unbiased user feedback
- Gives meaning to user actions and helps create intuitive designs
- Saves time and resources by addressing issues before launching a product/service
- Identifies key opportunities for product or service improvement
User Experience (UX)
Usability testing can be an effective way to gather data about user needs and expectations. To craft the best user experience, it is important to get feedback from the people who actually use your product or service. It can be easy for the people who design a product to overlook certain aspects of usability. By getting feedback from users, businesses can gain insights into how and why their product is used, and identify areas of improvement.
Limelight Insights by Shugoll is a leader in the marketing research industry and is known for having the industry’s most experienced and creative staff of qualitative project directors and moderators. You’ll find our expertise demonstrated in all the qualitative methodologies we specialize in, including usability testing, focus groups, in-depth interviews, and more.
If you are looking to conduct a usability test and are in need of a qualitative research partner, Submit a Bid Request today!