User Experience Measurement and Analysis

4. USABILITY TESTING

What is usability testing?

• Observe real people using your website or application.

• Observe performance of tasks & measure.

What usability testing is NOT • Usability testing it not

– People’s opinions of the design or functionality

– People watching you use your own site and telling you what they think

– A measurement of people’s skills or intelligence.

Usability testing instead is letting people use

your site on their own unprompted by you.

A success usability test means… • You don't guide them or help them use your

site.

• You sit that person down in front of a computer and ask them to complete a task.

• You watch them, silently, and give them however much is needed to complete the task.

A success usability test means… • You don't guide them or help them use your

site.

• You sit that person down in front of a computer and ask them to complete a task.

• You watch them, silently, and give them however much is needed to complete the task.

A success usability test means… • You don't guide them or help them use your

site.

• You sit that person down in front of a computer and ask them to complete a task.

• You watch them, silently, and give them however much time is needed to complete the task.

"Tell me what products this company sells. Feel free to

click to whatever pages of the website you want to in order

to locate this information."

Usability testing: Best Practices

• Avoid opinions by having several participants. – Differentiate opinions from website issues

– Statistical significance

Usability Factors

Factor 1: Can people complete

tasks successfully?

Factor 2: How long does it take

for people to find information?

Factor 3: What pages are people

seeking to complete the task?

Factor 4: Where are user pain

points?

When to do usability testing

• Before and after a website redesign

• When you see low conversion rates

• When you see higher bounce rates

Usability Case Study

Successful Task Completion

Task Completion Time

Vertical Scrolls

Join us for the next video: User Experience Measurement

and Analysis Summary