I’ve written about usability testing a couple of times here because if you’re developing a digital footprint, it is important to test test test. And it doesn’t take as much you think to do it properly. As Wikipedia puts it:
Usability testing is a technique used in user-centered interaction design to evaluate a product by testing it on users…in contrast with usability inspection methods where experts use different methods to evaluate a user interface without involving users.
Usability testing focuses on measuring a human-made product’s capacity to meet its intended purpose…[it] involves watching people trying to use something for its intended purpose
Today, I interviewed Tony Albanese, product marketer over at ZURB. They offer a suite of website development apps including SolidifyApp.com, VerifyApp.com and Notableapp.com.
I have been using VerifyApp.com recently on live site development projects I’m leading currently and it has been a great tool to validate what we’ve intended to build as well as identify some things from the users’ perspective that we never would have thought about without user testing input.
Useability testing allows you to address navigation, content presentation, and other items to improve the user experience which in turn increases the likelihood of the site to deliver on the original objectives for user engagement.
Here’s the interview video below. Watch it and I’ll join you afterwards below:
Here’s an real-life example of what Verifyapp.com was able to uncover regarding a client’s website recently. Although there were 3 different ways to sign-up for a newsletter or email list on the home page of a website, over 40% of the users didn’t know where to click when prompted to sign-up for free content, email lists or newsletters from the site. That tells you that there is a communication issue going on. Either the site is too busy and has distracting elements, or the calls to action are not clear, or placement of the sign-up forms are not visible enough given the current layout. This is prompting a look at how to narrow the user experience so that sign-up for permission based email list relationships is one of the core pieces of the homepage offerings. Of course, we’ll test out sample layouts along the way to ensure we’re improving the success rate. That is what user testing can do for your website.
If you are a nonprofit, does your site clearly allow visitors to find and use the donation forms on your site?
If you are a church, does your site make it easy for prospective visitors to find the appropriate information they need in order to decide and plan on a visit?
If you are a cause-related organization, are the volunteer opportunities being promoted on your pages presented in a way so that the most urgent yet relevant positions can be seen?
Those are just some of the initial questions we can begin to address with user testing.