Why should we user test?

Along with user research, user testing is a cornerstone of designing from a user-centred approach. Getting feedback from users as early as possible makes it easier to iterate and improve your product before too much time and resources are invested in the project.

Not only does this make good business sense, but it ensures that you are aligned with what your users actually want every step of the way.

Let’s look at some key reasons to conduct user testing:

1. Save time and money

There is a common misconception that frequent user testing is a time-consuming and expensive process that slows down development. In reality, the risk of investing time and money into creating a product that does not satisfy user expectations is far greater if you don’t conduct user testing. Trying to fix bugs or roll back a feature post-product launch can be a frustrating and expensive process, and could even be harmful for a business’s reputation.

2. Fail faster

Failure might not seem like a positive outcome, but it is almost always a necessary part of the design process. User testing allows you to identify any weak points or unexpected stumbling blocks faster so that you can mitigate them. You may even find that users are not responding to the concept itself and that it might not be a worthwhile investment, enabling you to advocate for the need to pivot your alignment to the business goals.

3. Improve user satisfaction

User testing makes it possible to anchor the design around users and their needs, and align your decisions to their goals, ultimately improving the overall user satisfaction. Without testing, you are basing all of your decisions on assumptions from internal stakeholders and prioritising business goals over user goals.

User testing at Canva

Read how Canva uses user testing to optimise onboarding experience. The case study is an example of how involving your users in the product journey is key to creating a successful user experience.

Increase your sales

Creating a positive and satisfying user experience doesn’t only benefit your users – it also has a positive impact on business. You’ve learned about balancing business and user goals to achieve the sweet spot that creates value for both. Think about online shopping – if you can’t find what you are looking for because poorly designed navigation makes it confusing, you are unlikely to buy something. You can think of user testing as one of the tools you can use to craft a solution that meets both business and user goals.

References

_{1. Derome, J. Canva uses UserTesting to optimize onboarding experience [Internet]. User testing; 2016 Jun 03. Available from: https://www.usertesting.com/blog/canva-case-study}