Recent studies demonstrate that comprehensive usability testing can have at least a 10x return on investment, especially when discoveries and improvements lead directly to more user traffic, higher conversions, greater revenue per transaction, more frequent return visits, lower phone and email support costs, fewer returns, and faster transaction.
All of these outcomes are possible, and your competitors may be conducting their own user testing now – and those competitors are only as far away as a few clicks or a simple abandonment by your site visitors.
- Key requirements for success at Usable include the following - and these are the best ways to get at insights that you won’t find any other way:
- Direct, objective observation of real people in real-world situations, in real-time
- Those observations must be based on preferred outcomes for the users and your business
- The observations are best conducted like an anthropologist - in the wild, in the field, which means users’ homes or offices, or even on the street and on the go
- Observe what real people DO, as well as listen to what they SAY - it’s often not the same
- Observations must be analyzed and translated into clear action-oriented implications and recommendations
- Your team, partners, designers should actively participate
All outcomes in business — and in life — happen only within the experiences we encounter or provide.
I’m Bob Berry — researcher, speaker, writer, innovator on the subject of compelling experience. Join my newsletter to follow the ways experiences transform life and business.
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