Cheyenne Davis - 9 July 2020
As we all continue to find a balance between working from home and transitioning into a new normal, user experience has become an even more crucial part of supporting customer satisfaction.
In fact, according to the Pega 2020 Global Customer Experience Study, the most critical components of user experience - according to 66% people - is “enabling elegant, painless interactions.”
While there are many aspects to the user experience from design to functionality, in this post I will focus on usability and what can be done to improve experiences and fulfil the needs of the user.
Usability testing is a method of testing the functionality of a website, app, or another digital product by monitoring user activity as they attempt to complete certain tasks. The goal of this testing is to reveal faulty areas and uncover opportunities to improve the overall user experience.
The possibilities with this type of testing are endless – from A/B testing to time spent on an app, UX testing can explore multiple areas of your app or website, enabling you to gather data, explore any re-occurring errors and further improve user experience to give consumers what they need, when they need it.
As Steve Jobs said: “Design is not just what it looks like and feels like. Design is how it works.” With testing, you gain an extra pair of hands to explore all user journeys and give your QA and test engineers more time to focus on other areas to improve business activity.
When testing for the user experience, it is important to allow for more than one series of usability tests. For example, think of a consumer who has visited your app or website before and how their experience will differ to new visitors who will spend more time browsing before committing to a purchase.
Regular user journeys such as these are what we call happy paths. These are typical default scenarios that feature little to no error conditions. Ideally, when implementing testing, you will be doing this across multiple points in the process - including both happy and unconventional paths to source any errors that may occur.
Online Businesses – B2B or B2C
Testing the user experience is not just for eCommerce. For online businesses – whether it be B2B or B2C, user experience testing can help identify any areas of weakness on your application or device to give users what they need and hopefully, decide to return.
So, should user testing truly be a priority? To put it simply, yes. I recommend implementing testing before an app is built to reduce your overall costs.
With Eggplant, you can test every user journey on your application or website, to find out where customers are most likely to experience bugs – saving your QA & test engineers more time to focus on other areas.
Learn more about Eggplant for customer experience here.