Introduction

Usability testing is an essential part of product development that focuses on evaluating a product or design by testing it with real users. This process aims to ensure that users can effectively and efficiently interact with a product, ultimately leading to better user experiences and higher customer satisfaction. This blog post will discuss the importance of usability and discovery in product development and how combining these approaches can lead to more successful outcomes.

There are two primary lines of questioning to approach usability testing:

Usability

The first is “usability.”

Fundamentally, what you’re trying to discover is, “can somebody do this?”.

You’ve given a user some product. Can they use it? Can they complete a task you want them to? For example, can they complete a sign-up flow? If they start, do they make it through? Do they understand what this product is for when they land on the marketing or product page? What does it do? Why would it be helpful to them? If there’s some feature, button, or link somewhere, are they finding it? Do they discover it?

Discovery

The second part is “discovery.” These are more contextual questions. So these are the “who, what, where, when, why, how” questions. It provides a different kind of understanding.

It lets you understand what they need, their problems, and what they do. How would this idea, product, or design fit into how they do things right now?

It also helps you understand why they are having trouble. This provides you with some context to understand their past experiences. What are other similar things that they’ve done? What are their points of reference? “Oh, they’ve never used a marketplace before!” – that may explain why they’re struggling with your product.

So you want to know things like – what are:

  • What are they trying to accomplish?
  • What are their goals and needs?
  • What are the things that they struggle with in their life?
  • The problems? What are the pain points?

In the following sections, we’ll delve deeper into usability and discovery, providing examples, case studies, and tips on effectively conducting usability tests and discovery sessions. By understanding and implementing these two approaches in your product development process, you’ll be better equipped to create products that genuinely resonate with users and meet their needs.

Usability

Definition and Importance

Usability measures how easy it is for users to interact with a product, complete tasks, and achieve their goals. It plays a critical role in ensuring that users have a positive experience with your product, which ultimately affects user retention, customer satisfaction, and overall success. By focusing on usability, you can identify potential issues early on and make necessary improvements to enhance the user experience.

Key Questions to Ask in Usability Testing

When conducting usability testing, consider asking the following questions:

  1. Can users complete the tasks they are expected to perform?
  2. How long does it take for users to complete tasks?
  3. Are there any points of confusion or frustration during the process?
  4. Are users able to navigate through the product easily?
  5. Can users recover from errors or mistakes?

Examples and Case Studies

Consider a company that has developed a new app for booking local events. The usability testing process might involve users trying to find and book events, adding events to their calendars, and managing their bookings. By observing how users interact with the app, the company can identify areas that need improvement, such as unclear navigation, confusing booking processes, or difficulties in managing bookings.

Tips for Conducting Usability Tests

  1. Test with a diverse group of users that represent your target audience.
  2. Use realistic scenarios to give users context and make the testing process more authentic.
  3. Encourage users to think aloud during testing to gain insights into their thought processes and decision-making.
  4. Record the testing sessions for future analysis and to identify trends or recurring issues.
  5. Remain objective and avoid leading users towards specific actions or decisions.

Discovery

Definition and Importance

Discovery is gathering insights and understanding users’ needs, goals, and pain points. By focusing on discovery, you can better understand your target audience and ensure that your product aligns with their expectations and requirements. This information is invaluable for informing the design and development process and helping you create products that meet user needs and provide value.

Key Questions to Ask in Discovery Sessions

In discovery sessions, consider asking questions such as:

  1. Who are our target users?
  2. What are their goals and needs?
  3. What are the main problems or pain points they face?
  4. How do they currently address these issues?
  5. How can our product improve or streamline its current processes?

Examples and Case Studies

An online education platform might conduct discovery sessions with potential users to understand their learning needs, preferences, and pain points. The platform might learn through these sessions that users desire more personalized learning experiences, struggle to stay motivated, and have difficulty finding relevant content. Armed with this information, the platform can develop solutions that cater to these needs, such as personalized learning paths, gamification features, and improved content discovery.

Tips for Conducting Discovery Sessions

  1. Use qualitative and quantitative research methods, such as interviews, surveys, and focus groups.
  2. Approach discovery with an open mind and be willing to challenge assumptions.
  3. Encourage users to share their thoughts, experiences, and feedback.
  4. Look for patterns and trends in the data to identify key insights and areas of opportunity.
  5. Document and organize findings to facilitate collaboration and decision-making.

Combining Usability and Discovery

Importance of Combining the Two Approaches

It is essential to do these things together – they are like two great tastes.

So you should ideally combine the two approaches during an interview. You spend some time talking about the context. How do you do these things now? What do you think about these things now?

And then show them the product. With that initial context, you can better understand how and why they interpret and react to your product in a certain way. So it gives you these multiple insights, and as you start doing more and more interviews, you start building up this body of knowledge about your product.

Benefits of Combining Usability and Discovery in Product Development

By integrating both usability and discovery into your product development process, you can:

  • Gain a more comprehensive understanding of user needs and expectations.
  • Identify potential usability issues early on and make informed design decisions.
  • Develop products that are functional, provide value, and address user pain points.
  • Increase user satisfaction and improve overall product success.
  • Continuously iterate and improve your product based on user feedback and insights.

Strategies for Conducting Interviews that Integrate Both Approaches

To effectively combine usability and discovery in interviews, consider the following strategies:

  1. Begin the interview by discussing the user’s recent experiences, needs, and pain points to set the context.
  2. Transition to usability testing by presenting your product and asking users to complete specific tasks or navigate the product.
  3. Encourage users to think aloud and share their thought processes during testing.
  4. Ask follow-up questions to understand users’ reactions, struggles, and suggestions for improvement.
  5. Conclude the interview by revisiting the initial context and exploring how the product fits into users’ lives and addresses their needs.

Analyzing and Applying Results

How to Analyze Usability and Discovery Results

When analyzing the results of usability testing and discovery sessions, look for patterns and trends that emerge from the data. Identify common issues, user needs, and areas of opportunity. Organize and summarize your findings to make it easier for the team to understand and act on the insights.

Making Improvements to the Product Based on Findings

Use the insights from usability testing and discovery sessions to inform design and development decisions. Prioritize the most critical issues and address them accordingly. Implement changes that address user needs, improve usability, and enhance the overall user experience.

Measuring the Success of Changes and Iterating as Needed

Continuously monitor and evaluate the success of the changes made to your product. Use metrics such as task completion rates, user satisfaction scores, and user engagement to assess the impact of the improvements. Iterate and make further adjustments using ongoing usability testing and discovery sessions to inform your decisions.

Conclusion

Usability and discovery play a vital role in product development, enabling you to create products that truly resonate with users and meet their needs. By understanding and implementing these two approaches in your development process, you’ll be better equipped to address user needs, improve user experiences, and ultimately achieve greater product success.