March 30, 2018 | Marisa Lamberty

Data-Driven Design Series, Part IV: Predictive User Testing

Stop guessing and start knowing

A successful site design, at its core, ensures its users can effortlessly complete the tasks they’ve set out to accomplish. When following a Voice of Customer (VOC) data-driven approach, user feedback, combined with our predictive methodology, can not only tell you if a design works, but can help you quantify the effect of the change on your user.

This process begins at the creation of a design—typically with wireframes, prototypes, or a fully coded test environment. From there, direct feedback from users on the design can begin. User testing is the moment to uncover pain points and difficulties. Achieving that before it is live on the site is important, but even more important is achieving it before any code is written and database dependencies are set. Here, the design team’s assumptions about user reaction to the new feature or task flow can be tested. Nothing highlights potential pain points like watching a user struggle with that finely crafted interaction you’ve put so much time into.

A smarter approach to user testing

While there are many companies that will conduct a user test, our Predictive User Testing takes this methodology to a whole new level. A key benefit to user testing with ForeSee is that we use our Smart Thank You pages to recruit test participants. This is a powerful asset that allows us to guarantee certainty in three very specific ways.

First, we can ensure your test subject is an actual customer of yours, not someone who “looks like” a customer. Proxies can be acceptable when you have no other choice, but the best results come from testing the end user. We can also tailor the invitation to make sure only users that match a key persona group are invited. This can be people with a specific goal, some common demographic characteristic, or a key audience segment from a KPI standpoint.

Second, we can ensure that the test participant has been on your site recently. The experience is still fresh in their mind and they can give you a meaningful comparison between the current experience and the mockups.

Third, and most importantly, we are able to calculate scores for key predicted outcomes for this group, such as likelihood to purchase or recommend. By having them rate the new experience you are testing with the same methodology, you get solid data to predict if their outcome scores rose or fell. Your team can now quantify the expected success of the design.

Once testing has been conducted, ForeSee’s expert analysis of the results can help interpret user feedback, pulling out key points and commonalities, as well as assessing the severity of issues. Our experts will be able to tell you whether the new designs meet user expectations, and if users are able to complete the task they were assigned.

The data provided by our tests takes the guesswork out of the design process and allow you to move forward using data, knowing (not hoping) that your designs are hitting the mark. Stop guessing and start designing.

Categories: Research & CX Data

About the Author

Marisa Lamberty is a Usability Analyst at ForeSee. She works with clients in retail, financial, pharmaceutical, utility, and travel industries to provide tangible, targeted insights and recommendations to improve the user experience of client sites. With a degree in Computational Informatics from the University of Michigan, she understands and bridges the gap between the design and technical perspectives.

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