We’ve all been there
Everyone knows the frustration of not being able to do what you want at a website, or with a software program. “Didn’t they test this?”, you think to yourself. Whether it’s an online shopping site, an informational website, a software ‘help’ menu, a new cell phone or something as everyday as a new bottle shape for motor oil, usability research is key to making sure your customers have the experience you intend.
Big bang, small bucks
Most of the time, you don’t need to do a lot of usability research to get lots of learning. Over the course of even one day of interviews, a research team can frequently identify dozens of now-obvious improvements to make.
Our standard protocol is clean and effective
Usability research is grounded in one-on-one interviews - we ask respondents to complete tasks such as choose which product is best for you and purchase it; or sign up for a newsletter; or initiate a video call.
We encourage them to speak their “internal dialog” as they proceed through the task, with emphasis on what they are expecting, what’s confusing, exciting, disappointing, frustrating. Then we debrief them at appropriate stopping points.
When available, we expose alternative approaches to a particular design.
In-person or online
We’ve traditionally done usability work in person, usually in qualitative research facilities. This works well since observation is easy and non-intrusive. Various levels of audio-visual support are available, such as computer monitors in the back room that mirror the computer the respondent is working on.
Now, with our WebDepth® research tool we are doing usability research online in phone interviews with simultaneous, shared-screen computer interactivity. Clients can listen in and “observe” the respondent’s screen activity in real time, and both audio and video are captured for later analysis and reporting.