The discipline of usability testing is one way to create a good consumer experience.
Usability has been defined as the "measure of quality when interacting with something". This can cover anything from ATMs to websites, mobile phones to retail branches. Usability means people interacting with an organisation can do so quickly and easily. It must be a simple, engaging and enjoyable experience.
A popular method of usability is user testing, which is essentially the process of learning about average customers by watching them interact with the product/service. This involves watching a number of willing users in one-on-one sessions as they perform set tasks. The facilitator will then watch what they do and listen to the participant as they think out loud and try to find behavioural patterns across all or some participants.
User testing is not to be confused with a focus group. A focus group is about learning what people think by listening to what they say, user testing focus' on how people actually use and interact with a product. Traditionally, market research is good for understanding how people think, but in order to create a good customer experience, we need more than that; we need to know how they will react when placed in a real-life situation. This is the part where the advantages user testing really shines.
There is a strong belief that there is some sort of "magic formula" when it comes to creating a good customer experience. Many industries and companies can tumble into this trap. Back in 2003, the LA Times ran a report that claimed a British academic had worked out the requirements for a hit movie. Apparently, the formula for creating a box office smash must include 30 percent action, 17 percent comedy, 13 percent good vs. evil, 12 percent sex/romance, 10 percent plot, 10 percent special effects and about 8 percent music.
As easily as one can be persuaded by such a simple formula, this doesn't work in real life. The world is a tangled mess and full of real people who want to get things done and out of the way in the shortest possible time. In order to meet these needs, we must use a mix of research methods to understand their needs and because simply understanding needs are not enough, we need to understand their behaviours as well.
Usability research simply ensures that consumer interactions are useful, satisfying and efficient. World-class consumer experience would be nothing without it. - 16928
Usability has been defined as the "measure of quality when interacting with something". This can cover anything from ATMs to websites, mobile phones to retail branches. Usability means people interacting with an organisation can do so quickly and easily. It must be a simple, engaging and enjoyable experience.
A popular method of usability is user testing, which is essentially the process of learning about average customers by watching them interact with the product/service. This involves watching a number of willing users in one-on-one sessions as they perform set tasks. The facilitator will then watch what they do and listen to the participant as they think out loud and try to find behavioural patterns across all or some participants.
User testing is not to be confused with a focus group. A focus group is about learning what people think by listening to what they say, user testing focus' on how people actually use and interact with a product. Traditionally, market research is good for understanding how people think, but in order to create a good customer experience, we need more than that; we need to know how they will react when placed in a real-life situation. This is the part where the advantages user testing really shines.
There is a strong belief that there is some sort of "magic formula" when it comes to creating a good customer experience. Many industries and companies can tumble into this trap. Back in 2003, the LA Times ran a report that claimed a British academic had worked out the requirements for a hit movie. Apparently, the formula for creating a box office smash must include 30 percent action, 17 percent comedy, 13 percent good vs. evil, 12 percent sex/romance, 10 percent plot, 10 percent special effects and about 8 percent music.
As easily as one can be persuaded by such a simple formula, this doesn't work in real life. The world is a tangled mess and full of real people who want to get things done and out of the way in the shortest possible time. In order to meet these needs, we must use a mix of research methods to understand their needs and because simply understanding needs are not enough, we need to understand their behaviours as well.
Usability research simply ensures that consumer interactions are useful, satisfying and efficient. World-class consumer experience would be nothing without it. - 16928
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