Usability testing is a technique which is used in user centered interaction design to evaluate a product by testing it on users. It helps you to see how real users interact with your product, what issues they face and how intuitive they find the user interface.
A poorly designed website or application can irritate users as a result user friction can increase which can lead to lower engagement. Some businesses forget to check users’ interaction with their product which can lead to confusion layouts and complex features thus, Usability testing helps to identify these problems and satisfy customers. It can also identify any friction points or any usability issues within your website or app before launch which can lead to better products. Studies showcasing that development cost can be reduced by 50% by fixing usability issues. Common issues include unclear navigation, slow loading times and difficult workflows so without usability testing it can negatively impact user experience and conversion rates.
However, doing usability testing in the early stage can increase user engagement and better product development. In this article, you will explore common mistakes of Usability testing, how to avoid them and benefits of Usability Testing.
7 Common mistakes of Usability Testing
To ensure most valuable insights from Usability testing, it’s important to avoid common mistakes below:
1. Not setting a clear goal:
Without setting a clear goal the usability testing can become unfocused and ineffective as you may test so many things at one time which can divert your focus from one thing that can waste the time and resources and you may get the unexpected results that are not helpful.
For example, A company is testing a new shopping app so some users tested how easy it is to make a purchase whereas some users try to make a purchase so they get mixed feedback as they don’t have a clear goal which can lead to lack of decision making and improvements.
2. Asking leading questions:
Leading questions are those that are designed to to guide respondents towards a particular answer rather than providing them with honest feedback. This can create bias as the answer might not reflect users true experience which can lead to wrong conclusions of the product.
3. Recruiting the wrong participants:
It is a common mistake in Usability testing. It means selecting the users who don’t represent the target audience so because of poorly selected participants their feedback will not align with the needs and behaviour of real users which can lead to improper feedback. Imagine that you’re building a video sharing app like TikTok or Instagram but you’re seeking participants in the mid 40s who have zero interest in such apps which is a complete mismatch which can lead to irrelevant feedback or misleading.
4. Making the task complicated:
Sometimes you’re setting the incorrect tasks that don’t provide the data needed For example, asking too much or asking too less so if you fail to set clear and proper tasks for the participants they’ll encounter various problems during the test and there are chances of an increase in risk of losing participants.
When tasks are too complicated in usability testing users are more likely to abandon the test altogether as this found in study Nielsen Norman Group. In another study, it was found that tasks requiring more than 3-5 steps significantly increase user errors and frustration.
5. Not testing on Mobiles:
Not testing on other devices like mobile phones which is non negotiable. It is very crucial as because if websites and application didn’t function properly in smaller screens so this can lead to poor navigation because users will get frustrated as mobile users often expect quick loading and easy to access features so if a website or application didn’t work properly on mobiles , users may abandon it and switch to another website.
For example, before 2016 Amazon’s mobile website was very difficult to navigate especially with small font sizes and a lack of clear CTA which made it difficult for users to explore products, read reviews, or complete purchase which created a frustrating experience for mobile users after that Amazon redesigned its mobile site for a smoother experience.
6. Overlooking accessibility testing:
It checks that your product is usable by peoples with disabilities For example, about 15% of people worldwide have some form of disability so if a product is not accessible so these users will not be able to effectively use it so when the product is designed for every type of people, it benefits all the users which will improve the user experience. Whereas, ignoring accessibility testing can hurt many users as a result they will give negative feedback leading to negative impact on brands reputation.
7. Not collecting Qualitative data:
By doing quantitative research you will get to know what is happening but by doing Qualitative research you will get the answer why it is happening which will help you understand users behaviour and uncover deep insights which will lead to better usability testing, high user satisfaction thus increase conversion rates.
For example, By doing Quantitative research you will get to know that 50% of users abandon checkout, but you won’t know if it’s because of a confusing interface, slow loading times, or unclear payment options.
How to Avoid common mistakes in Usability Testing:
As common mistakes in Usability testing can lead to waste in time and resources as well as misleading results. Let’s look at 7 ways to avoid common mistakes:
1. Set clear goals:
Setting clear goals involves defining specific, measurable objectives as it helps focus the usability test, ensure relevant feedback and make data drive improvements as without specific goals, usability testing can lack focus leading to unhelpful results so having clear objectives will guide your testing and ensure actionable outcomes. For example, Define what you want to test whether it’s load time, check out process or easy navigation. As a result you can focus on specific things leading to better decision making and improvements.
2. Avoid leading question:
To avoid leading questions you should ask questions that they didn’t think of and ask questions that show you are interested and don’t judge, correct or criticize because they may feel pressured which can lead to biased feedback. For example, you can ask neutral questions like “Can you describe your experience using this feature” instead of asking “how easy was it to use” so creating a comfortable and use friendly environment encourage them to give honest answers which can you uncover real usability issues as well as this approach promotes clarity and accuracy in gathering information.
3. Recruit the right participants:
Avoid testing on users who don’t use or need products so choose the users who match your target audience whether its youth or older adults as this ensures that the feedback is of real users and thus, more accurate results. For example, if your target audience is GenZ you should choose active social media users so their feedback will be relevant.
4. Keep tasks simple to understand:
First of all, think of how the tasks need to be designed to produce accurate measurements and results. Also, avoid overly complex tasks that confuses users as because it can lead to frustration as they may get stuck leading to incomplete task so by keeping the task simple and realistic it will help users to understand quickly without any navigation therefore, increase in customer satisfaction.
According to a study, tasks with more than 3–5 steps tend to lead to higher user errors and increased abandonment rates. Whereas, simple, focused tasks increase the likelihood of task completion and accurate feedback.
5. Test in all type of devices:
Always include tests on different devices and screen sizes such as mobile to ensure that your product is accessible and user friendly across all platforms as if its not optimised for other devices it could lead to poor user experience and high abandonment rates. According to Statista of 2023, 54.8% of global website traffic comes from mobile devices which highlights the need for testing across devices to ensure a seamless mobile experience.
6. Accessibility testing:
It is very crucial as it prevents exclusion and avoids legal issues. Features that help people with disabilities often enhance use for others too because it improves user experience for all users which protects the reputation of the company. For example, In Youtube, captions or transcripts are provided on videos which is essential for users with hearing impairments but also help people in noisy environments or those who prefer reading. Similarly, keyboard navigation is important for users with mobility impairments but can also make the experience faster and more efficient for other users too.
7. Do mixed method research:
Combining Qualitative and Quantitative research is not only possible but it is also beneficial. As Quantitative research tells “how much” and Qualitative research tells “Why” so by combining both types of data, researchers can explore a research question from multiple angles and can get a comprehensive understanding of user behaviour and motivation which can lead to better decisions and insights for product development.
How is Usability Testing beneficial?
Reduce cost and saves times:
It can reduce development costs by catching issues early. As by fixing problems later in the design process is often more expensive as they will have to pay twice for making designs and then redesign also, Usability testing helps to address issues before they become more complicated so this saves both time and money in the long run.
Improve User experience:
By fixing the problems early usability testing ensures a smoother, more intuitive experience for users as they will get satisfied so this will increase user satisfaction and engagement.
Identifying pain points:
It helps uncover areas where users struggle or get stuck which might not be obvious to developers or designers leading to allow for targeted improvements. And by observing and getting feedback from real users you can discover specific obstacles they face and address them effectively.
Competitive advantage:
A product that meets users expectations is likely to stand in the market as it is more user friendly, easy to use and enjoyable which gives the product a strong edge over competitors so this can attract new customers and loyalty to existing customers. Moreover, the products which are designed with user feedback generally perform better in the market.
Increase sales:
Usability testing makes it easy to navigate as a result users make their purchases successfully or complete their tasks easily which improves the user experience also,or an intuitive process builds trust which encourages users to repeat their purchases which increase the sales of the company leading to increase in revenues.
Usability testing is an important phase in a product development as it helps to identify and resolve user experience issues before they impact your target audience. Businesses can design more user friendly, efficient products that meet the demands of their customers by avoiding common mistakes and implementing best practices. Usability testing gives useful insights that lead to better decision making and a competitive advantage in the market. Benefits include decreased expenses, enhanced user satisfaction, and increased sales. Finally, prioritising usability testing can result in increased engagement, customer loyalty, and long term success for any product.
Usability testing is an effective strategy for ensuring that your product meets user expectations and achieves success. Early detection of faults can enhance user experience, lower costs, and increase revenue.
Start integrating usability testing into your development process today to create a more intuitive and user-friendly product !
