So by now you’ve probably heard of usability research and all the wonderful things it can do for you. But what is it really all about? And how do you translate all of the data from the research into more money for your business?
What Is Usability Research?
Usability research can be conducted on almost anything but in in the web world it is most often used for websites, software, or apps. Conducting usability testing ensures that the end product provides the customer with a satisfying and positive experience. Usability research is an important step in bridging the gap between you and your customers.
“A bad web site is like a grumpy salesperson.”
– Jakob Nielsen, Web Usability Guru
There are four main steps involved in conducting usability research
- Competitive Analysis
- Heuristics
- Card Sorting
- Usability Testing
Each step plays an important part in gather and implementing vital information to make your product more effective.
Competitive Analysis
A competitive analysis is conducted to review other websites or products that are similar to your own. This is done to see what is already out there in the market and to evaluate the positives and negatives of the organization and design of these sites or products.
Overviewing other sites or products can help you avoid costly pitfalls and help to ensure you have the best site in the business.
Heuristics
If the client has an existing site heuristics analysis involves an overview of the working components of the site such as error control and handling. An overview of the site is conducted to test each component a customer may interact with. This helps to catch places where opportunities are being lost or where customers may be getting frustrated and annoyed. As you can imagine an annoyed customer soon turns an ex-customer. It is important for a site to be easy to use and understand.
Card Sorting
Card sorting helps us to better organize the pages of the site and how they connect. It involves evaluating the current site structure and creating a new and more effective structure.
Site page names are either written on cards or entered into a card sorting software and users are asked to group the pages together under headings that they create. This process allowed us to better understand the user’s point of view when it comes to organization and navigation.
Usability Testing
And finally, usability testing, which involves getting real live people to use and test the site and give their feedback. Participants are gathered and asked to complete various tasks on the website while using the 'think aloud protocol.' The 'think aloud protocol' encourages participants to explain their feelings and through processes out loud while they are attempting to complete the given task. This is helps the tester more fully understand any issues the participant may have while testing the site.
So How Does Usability Research Make My Company Money?
Usability research can positively impact your company’s revenue by ensuring your customers are happy and satisfied. Giving extra attention to the needs and preferences of the customer will strengthen the relationship and create positive results.
“For each dollar a company invests in developing the usability
of a product, the company receives $10-$100 in benefits and
wins customer satisfaction and continued business.
Furthermore, industry data shows that for each dollar spent
to fix a problem during product design, $10 are spent to fix
the same problem in product development, and $100 or more are
spent to fix the same problem after product release.”
of a product, the company receives $10-$100 in benefits and
wins customer satisfaction and continued business.
Furthermore, industry data shows that for each dollar spent
to fix a problem during product design, $10 are spent to fix
the same problem in product development, and $100 or more are
spent to fix the same problem after product release.”
– Claire Marie Karat, “A business case approach
to usability cost justification.” In, R. Bias
and D. Mayhew, Eds. Cost-Justifying Usability,
Academic Press, NY, 1994.
to usability cost justification.” In, R. Bias
and D. Mayhew, Eds. Cost-Justifying Usability,
Academic Press, NY, 1994.
I don’t know about you but saving and making money sure sounds good to me! Conducting usability research is a great way to strengthen your product and positive relationships with your customers. A happy customer is a good customer!
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